Branded Gold Jewellery Market in India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR041 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 16 Pages
Period : 1990 - 2002
Organization : Gili, Tanishq, Carbon, Oyzterbay and Trendsmith
Pub Date : 2002
Teaching Note : Not Available
Countries : India
Industry : Jewellery


The case, "Branded Gold Jewellery Market in India", gives an overview of the branded jewellery market and branded jewellery players in India.

The case explains the shift in preference of Indian consumers from heavy jewellery to lightweight jewellery and the entry of branded jewellery players in the Indian market.

The case also explains how the branded players are changing the perceptions and attitudes of Indian customers towards jewellery. The strategies adopted by branded players to increase their share in the jewellery market are also discussed.


Evaluate the effectiveness of the strategies adopted by the branded players for increasing their share of the market

Identify the branded jewellery player who is likely to lead the industry


  Page No.
The Gold Rush 1
Gold Jewellery Market in India 1
Gold Jewellery Becomes Fashion Accessory 4
Strategies for Wooing Customers 5
All That Glitters Is Not Gold 8
Exhibits 10


Branded Gold Jewellery Market in India, branded jewellery, India, shift, heavy jewellery, lightweight jewellery, branded players, perceptions, attitudes, strategies

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