EVOLUTION OF THE BRAND
With jewellery never going out of style and trend, the Gitanjali Group outshines the industry by capturing the lustre of a shimmering diamond. Mesmerising generations with its aesthetically brilliant designs and exquisite artworks, Gitanjali’s cornerstone was laid as a diamond trading business in Surat, Gujarat. A true diamantaire at heart, Mr. Mehul C. Choksi, Chairman and Managing Director, took over the reins of the business in 1985. From being a diamond cutting and polishing organisation to owning 47 magnificent brands of jewellery, watches and luxury accessories, this first diamond exporter company of India has woven a glittering saga.
The group’s logo epitomises Gitanjali’s glamour quotient, creativity and heritage. Upholding the philosophy of integrity and commitment to quality, its logo presents a unique amalgamation of maroon and gold, bringing to light Gitanjali’s magnetic, energetic and charismatic persona at large. Its tagline ‘Trust Forever’ clearly speaks volumes about the faith and confidence that its patrons have reposed in the group.
To pave way for sustainable development, Gitanjali believes in making a holistic contribution to the society through its Corporate Social Responsibility (CSR) initiatives – Sambhav, Saksham, Beti, Saakshar, Srishti, Sujyot, and Sneh.
MAGIC PULSE
The world’s largest integrated branded jewellery manufacturer rides high on the values of solidarity, credibility and perfection that are aptly reflected in its transparent operations. Backed by effective CAD/ CAM processes, Gitanjali’s remarkable growth is a result of its artisans’ cutting and polishing expertise and designers’ finesse to develop awe-inspiring creations. Giving preference to the demands of its Indian and international patrons, the group offers a plethora of choices in the form of classic, ethnic and contemporary patterns. Making fashion by weaving the threads of gold, platinum, silver, and stainless steel, Gitanjali’s products bear a cachet of purity and authenticity. Being the first one to offer diamond-studded jewellery in different price brackets, the group is present in all territories, right from sourcing of the glittering stone to retailing its jewels through a far-reaching chain of stores.
By being the first authorised sightholder of DTC in India since 1968, the group has proven its mettle in the industry by creating the world’s smallest heart-shaped diamond of 0.03 carat. Having 25 patented facet patterns to its credit, Gitanjali created ripples in the industry with the launch of Gili in 1994. A market leader in jewellery, this brand highlights young women’s aspirations and outlook towards life. Empowering its patrons to have their own style statement, the group pioneered the retail revolution in the country with the launch of D’damas in 2003.
Adding another jewel to its dazzling crown, the group acquired the US-based jewellery chain Samuels and Rogers in 2006-07, along with Italian luxury brands – Stefan Hafner, Nouvelle Bague, IO SI, Porrati, and Valente in 2011. Not letting its victorious saga end, Gitanjali has established the luxury retail store Giantti in the country in 2009. The recipient of more than 50 awards from the Ministry of Commerce, India, for its contribution towards the export of diamond and jewellery, the group recently bagged the ‘Indian e-Retail Awards 2013’ from Franchise India and ‘Best Jewellery Brand’ at the 19th Lions Gold Awards. In addition, it is also a proud recipient of the national award of ‘Best Employer’ in 2009 for its illustrious Saksham project.
SUCCESS ROUTE
Gitanjali has climbed the charts of success by dealing in BIS hallmarked gold and international laboratory certified diamonds. Ruling the market with its most sought-after brands, such as Nakshatra, Asmi, Diya, D’damas, Gili and Sangini, the group also sails smoothly in the retailing of luxury watches, apparels and writing instruments. The group’s strong distribution network is spread across the country with over 4,000 point of sales, which includes MBO’s, EBO’s, franchisee stores, retail outlets, retailers and shop-in-shops.
Mitigating the boundaries, the group has spread its wings in USA, UK, Belgium, Italy, the Middle East, China, Singapore, and Japan.
COMMUNICATION CONNECT
Targeting customers of all age groups, Gitanjali strives to impress them with its traditional, international classic, and casual jewellery offerings. Taking its glam factor to the unseen heights, its brands are endorsed by leading actors and actresses of the entertainment industry. With Shah Rukh Khan being Gitanjali’s brand ambassador, the group has become one of the widely recognised jewellery brands across the globe. Consistently making headlines, Gitanjali remains at the forefront when it comes to award celebration nights, movies’ promotional events and blockbuster releases. Striving to go beyond the conventional way, the group aggressively employs social media platforms to maintain a constant touch with its patrons. Enjoying a mass appeal, Gitanjali acquaints its prospective customers about its new-age designs and upcoming events through Facebook, YouTube and LinkedIn.
Gaining a leading edge, Gitanjali has recently appointed Salman Khan to promote two lucrative gold and diamond saving schemes – Swarna Mangal, a gold price protection plan, and Shagun, a jewellery accumulation plan. Gitanjali applauded the hard work of women through its Gr8 Women Awards, a salutation for women achievers. Playing host to numerous breathtaking events, the group has also organised the 4th Asia Cup Polo at Mahalaxmi Race Course in Mumbai.
Adding multifarious social causes to its name, Gitanjali was associated with a live concert ‘Global Sounds of Peace’. The live performance of 15 eminent national and international artists, including Aadesh Shrivastava and Amitabh Bachchan, has enthralled the audience. Taking a step ahead to strengthen its ties with the entertainment industry, the group along with Virat Kohli and Abhishek Bachchan, unveiled the Gitanjali trophy for the charitable football match to raise funds for Magic Bus Foundation.
FUTURE ASPIRATIONS
Treading strong on its future plans, the dominant jewellery retailer is all set to transform the face of gems and jewellery industry by setting up 300 stores in the country and 250 outlets in the international market. The expansion spree in the country will be channelised through tier-II, III and IV cities. To achieve this, the group will take franchisee route and make optimum use of the unique retail channels, such as e-commerce, ATMs for gold and diamond, and digital media. Furthermore, the group has set its eyes on the SEZs development for the growth of the industry.
POWER OF THE BRAND
“Redefining style and elegance in India, our brands have been the source of pride for every class. Successfully etching a sophisticated mark for Gitanjali, each brand delineates the very essence of opulence. With a proven track record of giving a whole new meaning to beauty, our jewellery pieces speak the language of dignity, vitality, purity, and nobility”.
Lord of the rings
Mr. Mehul C. Choksi, the Chairman and Managing Director of the Gitanjali Group, on how GitanjaLI stands tall as a personification of style and elegance.
The man who took Gitanjali to the soaring heights with his unmatchable zeal, vision and business acumen is none other than Mr. Mehul C. Choksi. The brain behind India’s most prominent brands, including Gili, D’damas, Nakshatra, Asmi, Diya, and Sangini, Mr. Choksi has given an exquisite impression to India’s image in the international jewellery market.
What inspired you to join your family business of diamond trading?
Mr. Choksi: I took over the reins of my family business of diamond-cutting at a young age after my father passed away. Geared up to face challenges, I always wanted to transform the business into an empire of global reckoning, and I think I have done justice to my vision.
Brief us about the obstacles that you overcame to change the face of your organisation?
Mr. Choksi: The major challenge was to change the mindset of people who were reluctant in accepting the new ways of conducting business. By combining my far-sightedness and a unique business model, the company successfully attained success at each level. Today, Gitanjali’s crown is adorned with more than 30 jewellery brands, out of which eight brands are counted among the top ten jewellery brands of India. Besides, we have also started manufacturing and retailing of luxury watches, apparels and writing instruments.
Starting its journey from a single company that focused on diamond trading, today Gitanjali has etched its mark on an international platform. What are the factors that led to this transformation?
Mr. Choksi: Backed by a clear vision of our goals and an in-depth understanding of market demands and dynamics, coupled with our ability to innovate and tap opportunities present in the sector, we have contributed aggressively in making Gitanjali a globally recognised and trusted name in the gems and jewellery industry.
What is so innovative about the Gitanjali Group?
Mr. Choksi: Innovation has always taken a centre stage when it comes to formulating our business strategies. We dominate the market seamlessly, thanks to our path-breaking ideas that define our growth. For the past two decades, Gitanjali has been setting benchmarks in the industry with its pioneering concepts, such as MRP-based jewellery pricing, sale of jewellery through SIS in retail outlets, and installation of gold and diamond ATMs across the globe, to name a few.
Which brand is Gitanjali’s biggest competitor? Mr. Choksi:There is no other brand in the industry that enjoy an equal footing as Gitanjali. However, we do face competition from different segments of the market. Our marketing and advertising programmes give us an edge over others. Besides providing our brands with a clear aspirational value, we also engage our patrons through advertising and promotional endeavours.
What future route have you planed for Gitanjali?
Mr. Choksi: I aspire to see Gitanjali creating a niche for itself in a global luxury arena with an authoritarian presence in the Asian markets.
