Diamond World (DW) November- December 2020

Cover Story
We strive to
overcome every
problem with sheer
determination.
We hold onto our
positivity. We do
not allow negative
feedback to affect
our mindset. We
have to train our
mind to focus on the
solution and not on
the problem
Shreyans Dholakia, Director,
Shree Ramkrishna Exports
For over 55 years, Shree
Ramkrishna Exports, with
its able leaders, staff and sound
principles, has reached the pinnacle
of the diamond industry. Shreyans
Dholakia, a second generation
entrepreneur, has been a custodian
of the brand that stands for Honesty,
Transparency and Integrity. He leads
the Marketing and Technology team
with his fresh vision and approach.
In 2010, when he began his stint at
the company, he wanted SRK to be
completely digitally enabled and
today, a majority of the business is
garnered online.
It has been one of the slowest
periods for the industry. Business
uncertainty is much more as compared
to the previous years. “Diamond is a
luxurious product, people spend on
diamonds when they are really happy
and when they have a lot of money at
their disposal. If the stock market is
on an upward trend and there is an
occasion coming up – people invest
in diamond jewellery. Economic
volatility can’t be the only reason
for this downfall in business. It’s the
shift in the mindset of consumers that
is also affecting the business,” says
Shreyans.
“Problem is Progress”
Whenever there is a challenge, SRK
has always believed in looking at it as
an opportunity for growth. “We strive
to overcome every problem with sheer
determination. We hold onto our
positivity. We do not allow negative
feedback to affect our mindset. We
have to train our mind to focus on
the solution and not on the problem.
Generic marketing is missing the
target. All this while De Beers was
spending a lot of money on marketing
because they had a majority share in
the market, now times have changed,”
says Shreyans.
Rooted in Tradition &
Technology
One of the main reasons for SRK’s
success is its ability to evolve with
time and constantly adapt to the
changing scenarios. In the same
40 | November-December 2020 | DiamonD WorlD