Marketing Case Studies, Sales and Distribution Case Studies

Code : SDN0015

Year : 2013

Industry :Jewelry

Region : India

Teaching Note:Not Available

Structured Assignment : Not Available

Introduction In December 2012, popular Indian jewelry retailer, the Gitanjali Group (Gitanjali), acquired two Indian jewelry brands, Nirvana and Viola , through its subsidiary ‘Spectrum Jewelry Limited’ . As these brands had a good retail presence in the western and southern parts of India, the acquisition helped Gitanjali strengthen its retail network. During its entire journey, right from inception, Gitanajli had expanded its retail outlets by acquiring many international and domestic brands. By 2012, Gitanjali had reached over 4000 points of sale and 1100 retail sales points with different retail formats.

Since 2000, as a result of liberalization and globalization, organized jewelry retail had exhibited significant growth. This coupled with the rising disposable incomes among Indians encouraged Gitanjali to aggressively expand its retail network into Tier II and Tier III towns of India. Other jewelers too followed a similar strategy. The challenge ahead of Gitanjali was to keep the organization sustainable with its aggressive retail expansion and ahead of its competitors.