Indian Gold Book:Indian Gold Book - Gold Bars Worldwide

BRANDED JEWELLERY RETAIL CHAINS
Large national chains of branded jewellery retail outlets have emerged since the mid-1990s.
The section covers 5 leading national chains: Tanishq, Carbon, Gili, Inter Gold and Oyzterbay. Combined, they retail
through 188 outlets in 49 cities. All have plans to expand.
The chains focus on selling fashionable, lighter weight, studded jewellery as a “fashion accessory” at fixed prices.
Although they account for less than 1% of the jewellery market, they anticipate significant growth as the economy
develops.
MAIN FEATURES
The new chains operate in a way that is different from the thousands of “traditional” retailers.
• Most retail jewellery at fixed prices (not at variable prices reflecting the prevailing gold price).
• Most focus on selling relatively low-price items to urban women for their own personal use or as gifts.
• Most stock K18 jewellery, normally studded with diamonds and other stones, and usually machine-made (not
handmade).
• About 50% of the outlets are small “shops-in-shops” in department stores and shopping centres, or in traditional
jewellery outlets. About 50% are stand-alone stores or small shops.
• Their mark-ups are generally higher. Most will exchange jewellery. Few will buy it back for cash.
• All brand their companies, and the image of their jewellery, nationally.
RETAIL CHAINS
Gili
Established in Mumbai in 1995. Owned by Gitanjali Jewels Ltd. 52 outlets are located in 20 cities. They are almost all
shops-in-shops. Counters are placed in department stores (30%) and in traditional jewellery outlets (70%). Its only “Gili
Shop”, an independent store, is in Cochin. It fabricates all jewellery in-house at its factory in Mumbai. The company is
expanding internationally. There are 8 outlets in Dubai.
Brand name: “Gili - Gitanjali Jewels”.
Tanishq
Established in Bangalore in 1996. Part of Titan Industries, a Tata group enterprise. 54 stores are located in 42 cities.
It plans to open a total of 75 stores. Most fabrication takes place at its factory in Hosur (Tamil Nadu). Tanishq is the largest
branded retail chain. Most of its plain gold jewellery is K22.
Brand name: “Tanishq - Pure Jewellery, Pure Joy”.
Carbon
Established in Bangalore in 1996. Owned by Peakok Jewellery Private Limited. 36 “shops-in-shops” are located in 14 cities.
It is planning to open stores. Most fabrication takes place in-house, mainly in Bangalore.
Brand name: “Carbon - 18K Fashion Accessories”.
Inter Gold
Established in Mumbai in 1997. 14 outlets are located in 9 cities. It operates three categories of outlet: 7 stores, 4 smaller
shops and 3 “shops-in-shops”. It is planning to open 50 more outlets. It fabricates all jewellery in-house at its factory in
Goa. Most designs are done in-house in collaboration with Hammer & Sohne (Germany). It is associated with India’s largest
exporter of studded precious metal jewellery.
Brand name: “Inter Gold - Jewellers to the World”.
Oyzterbay
Established in Bangalore in 2000. 32 outlets are located in 18 cities: 20 stores and smaller shops, and 12 “shops-in-shops”.
Most fabrication to in-house designs takes place in Bangalore, Mumbai and Jaipur.
Brand name: “Oyzterbay - Jewellery for the Living”.
128
AN INTRODUCTION TO THE INDIAN GOLD MARKET