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Marketing Management Case Study

Case Title:

Gitanjali Group's Brand Management Strategies

Publication Month and Year : 2013

Industry: Jewelry


Case Code: MM0070

Teaching Note: Not Available

Structured Assignment: Not Available


Gitanjali Group is the largest branded player in the jewelry market in India. The case traces the growth of the company and its efforts to introduce branding in the jewelry market. The case focuses primarily on the multi-branding strategy adopted by the company. It throws light on Gitanjali's brands that make up the company's portfolio. It also brings out the scope for discussing positive and negative aspects of following a multi-branding strategy. The case ends with a discussion on the future prospects of the company.

Pedagogical Objective:

  • To understand the concept of brands and branding;
  • To understand the concept of multi-branding;
  • To analyze the multi-branding strategy of a company in the jewelry market;
  • To understand the advantages and disadvantages of the branding and multi-branding strategy in the jewelry market;
  • To gain insights into the competitive scenario in the Indian branded jewelry market; and
  • To analyze the future prospects of the company.

Keywords : Gitanjali Group, Gitanjali Jewelry Vending Machine, Branded Jewelry, Consumer Taste/Preference, Change in Consumer Perception, Multi Branding Strategy, Gold and Diamond Jewelry, Inorganic Growth Strategy, Brand Equity, Brands and Branding, Tanishq, Family Jewelers


  • Introduction
  • About Gitanjali
  • Gitanjali's Brand Portfolio
  • The Rationale for Multi Branding
  • Brand Management Strategies
  • Future Outlook
  • Exhibits

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