case study on jewellery industry

8/16/2019 Case Study on Jewellery Industry

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INDIAN GEM JEWELLERY

INDUSTRY

SETHU P.M

MBA 1st Year

SJCET SCHOOL OF MANAGEMENT


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Indian Gem and Jewellery

Industry


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3

OVERVIEW

Large market for Gems & Jewellery withdomestic sales of over $10 billion.

4% of the global Gems and Jewellery market.

Exports of over $15.5 billion; over 18% ofworld’s exports.

India is the largest consumer of gold jewellery in

the world.Accounts for about 20% of world consumption


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India is the largest diamond cutting and polishingcentre in the world.

60% value share, 85% volume share and 92%

share of the world market by number of pieces.Third largest consumer of polished diamonds after

USA and Japan.


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Gemstones

Diamonds

Gem & Jewellery

Silver and

Silver

Jewellery

Gold and

Gold

JewelleryPearls

Gemstones

studded

Jewellery

Coloured

Stones

Precious Metals and

Jewellery

Gold and diamond form the two major segments of

Indian gems and jewellery market


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Value chain of the Gems and Jewellery sector


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GEMS AND JEWELLERYGems and Jewellery is an important emerging sector in the

economy. Ranked among the fastest growing sectors, it isalso a leading sector for foreign exchange generation.

Major SegmentsThe sector comprises of two major segmentsGold

Comprises around 80% of the Indian jewellery market, balance comprising fabricated studded jewellery (Diamondsand Gemstones).

High levels of manufacturing and domestic consumption.

Diamonds

World's largest cutting and polishing Industry for diamonds. Well supported by the banking sector and government policies. Export potential for polished diamonds / finished diamond

jewellery.


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Size of Retail Market in India

800

700

600

500

400

300

200

100

0

Gold jewellery Diamond Other fabricated

Jewellery Jewellery

Size in year 2013(in billion)

630

32175


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One of the fastest growing segments in the Indianeconomy with an annual growth rate of approximately 15

percent.

The current market size of the Indian Gem & JewelleryIndustry is US$ 25 Billion.

Total export of gems & jewellery in the year April-

March,2013 was 302081.11 with a 3.36% growth rate &

21.27% share in the total export.Consumes nearly 800 tonnes of gold that accounts for 20

percent of world gold consumption, of which nearly 600

tonnes go into making jewellery.

GEMS & JEWELLERY INDUSTRY


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The consumption of gold in India has doubled over

the past two decades. 402 (tn) in 1989 810 (tn) in2009.

In 2012, gold imports in India increased 68% year

on year to 970 tonnes from 579 tonnes in 2011.whereas the demand for gold increased by 10% year

on year globally to 3,971 tonnes in 2012 .

Gold prices continued to be volatile in the month ofJuly 2012 and touched a high of Rs. 29,983/- per 10gm.


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India's strength lies in the 2 million highly skilled workforces in the country in the gem & jewellerysector, out of which 1 million are exclusivelyengaged in export production.

The domestic market was guessed to beapproximately US$ 18.1 billion in financial year 2013.

The Gem & Jewellery Industry has started showing positive signs of revival and growth.

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DIAMONDS INDUSTRY


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Largest diamond cutting and polishing centre in theworld — with 60 per cent value share, 82 per cent caratshare and 95 per cent share of the world market in termsof number of pieces.

In the period of 9 months from April to December’09exports of rough diamond declined by 37% to 157.09lakh carats whereas the exports of cut & polished diamonds mounted by 18% to 407.36 lakh carats

Nearly 9 out of 10 diamonds sold worldwide are cut and polished in India.

DIAMONDS INDUSTRY


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Exported cut and polished diamonds worth US$17.18 billion in 2012-13

Manufactures diamonds of all cuts, shapes and sizes

of all varieties like round, princess, baguettes and all

fancy cuts.

Has democratized Diamonds by mastering the art of

cutting near gem quality diamond .

India accounts for approximately 60% of global

polished diamonds market in terms of value and more

than 90% in terms of pieces.

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With the rise in gold prices, consumers are turning to diamond

studded jewellery which gives them a higher perception of

luxury and value.

Due to the global slowdown, diamonds are now relatively

cheaper when compared to their prices in 2013.

Diamond jewellery sales have increased four-fold from U.S $

1 billion to U.S $ 4.2 billion in the last four years.

About 25% of the gold jewellery purchasers have switched to

diamond ( diamond jewellery is typically casted in less-pure

18-carat gold compared to gold jewellery which is made from

22-carat gold).


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comparative costs of processing diamond in

different countries


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S W O T

Analysis…


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STR N THS

Large integrated diamond & jewellery players and having an

international presence.

Strong marketing & distribution network. Strong retail

presence in India and in U.S. Strong brand equity and broad product range like Gitanjali,

Tanishq.

Net Worth of the total size of the gems and jewellery sector

(both domestic and exports) is about Rs 4,15,000 crore . So

we can say that it is financially very strong sector.

Highly skilled, qualified and motivated employee.


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WE KNESSES

• There may be conflicts of interest betweenorganized & unorganized players.

• As the major raw material requirements need to

be imported, companies normally stock hugequantities of inventory resulting high inventorycarrying costs.

• Technology is less improved compared to Chinaand Thailand’s company.


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New markets in Europe & Latin America.

Growing demand in South Asian & Far East

countries.

Industry moving from a phase of consolidation.

Expansion possibilities in lifestyle and luxury products in India like watches, leather goods,Platinum jewellery because increasing disposableincome of people.

OPPORTUNITIES


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International Competition:-China, Sri Lanka and Thailand's entry in small diamond jewellery.

Increase in the price of Gold & Diamonds.

Other local competitors. According to the data 97% jewellery sales are by family jewelers.

Threat from producing nation like S.A. & Russia.

THRE TS


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DRIVERS and CHALLENGES


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Indian retail jewellery overview

Yesterday Today

Unbranded Branded

Silver & Gold jewellery Gold & Diamond jewellery

Investment Investment + Fashion

Traditional design Fashionable & innovative

design

Marriage & festival is peak season

Wearability and gifts

Jewellery sold on commodity

basis with labour charges

Jewellery being sold on a per

piece basis


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Major Players

Asian Star Co Ltd.

B. Vijaykumar

Gitanjali Gems Ltd.

Hindustan Diamond Co. Pvt. Ltd.

J.B Brothers.

K Girharilal.

Laxmi Diamond.

Mehendra Exports.


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Rajesh Exports Pvt. Ltd.

Rosy Blue.

Sheetal Manufacturing.

Shrenuj & Company Ltd.

Suasish Diamond Ltd.

Su-raj Diamonds & Jewellery Ltd.

Tanishq.

Tara – Ultimo.

Vaibhav Gems Ltd.


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Established in 1992 (HQ: Nariman Point ,Mumabi)

Product of portfolio includes Polished Diamonds &

Jewellery 30 Marketing arms spread across Asia, Europe and America.

More than 2000 professionals and skilled workers.

Two manufacturing units: MUMBAI and in SURAT .

Global presence in CANADA, US, BELGIUM, CHINA, UAE, HONGKONG,MALAYSIA, THAILAND and SINGAPORE.

An annual growth rate of approximately 15%.

Asian Star Co Ltd.

MD: Mr. VIPUL SHAH


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GITANJALI GEMS LtdMD : Mr. MEHUL C. CHOKSI

Established in 1986 as Gitanjali Gems Pvt Ltd(HQ:Maharashtra)

The company is one of India’s largest integrated diamond and jewellery .

Sight holder status with DTC through a promoter group company.

Sophisticated and scalable diamond and jewellery manufacturing facilities.

Approximately 1,246 retail outlets in India and 143 outlets in the U.S.

Gitanjali Gems posted net revenues of Rs 9.76 bn, a growth of 60% in 2013.

Leading brands


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Hindustan Diamond Co. Pvt. Ltd.

MD:Ms. ALKA TYAGI

Incorporated in the year 1978.

50:50 joint venture between the Indian government and

De Beers.

26% in De Beers India by investing US$ 7.75 million in

India.

Member of Diamdel network.

HDCL has office in Mumbai and Surat.


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P.P. JewellersMD: Mr. KAMAL GUPTA

P.P. Jewellers was established in 1980 (HQ : Sadar Bazar, Delhi ).

Exports diamonds and gold jewellery to countries such

as UAE (50%), UK (30%) and USA (20%).Operational Details

Total employees - 1700.

Jewellery designers -35.

Total no of stores - 11 out of which two are franchisee inKarnal and Chandigarh.

Manufacturing Units located in - Delhi, Mumbai, Kolkataand Rajkot.


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P.P. Jewellers Group has following divisions:

P.P. Jewellers Pvt. Ltd.

P.P. Jewellers (Exports) - A 100% Export

Oriented Unit.P.P. Jewels Pvt. Ltd. - SEZ Unit in Noida.

P.P. Design Estate - A retail store of

readymade garments.P.P. Charitable Trust - A trust for the

opening of School


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Rajesh Exports Pvt. Ltd (REL)

MD: Mr. RS GOENKA

1990 - Rajesh Exports established (HQ :Bangalore, India)

World's largest manufacturer of Gold Jewellery

Manufactures gold and diamond jewellery

:Retail jewellery showroom

Shubah Jewellers & Laabh Jewellers.

Leading Indian branded jewellery retailer Oyzterbay in 2006

2011 - REL has launched 73 Shubh Showrooms in the state

of Karnataka.


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Rosy Blue

MD: Mr. Russell Mehta

Established in 1982 (HQ :Bharat Diamond Bourse, Bandra

Kurla Complex, Mumbai, India)

One of the largest diamond and jewelry companies in theworld.

An annual turnover of about US$ 2 billion.

The company has diamond factories in India, Thailand, Sri

Lanka, China, Armenia, and South Africa.

As an industry leader and DTC Sightholder.


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Operations cover

- Diamond trading- Certificated diamond trading

- Diamond manufacturing

- Jewellery manufacturing

- Jewellery retailing


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Shrenuj & Company Ltd.

MD :Mr . SHREYAS K .JOSHICompany was founded in 1987 in Mumbai.

Two segments : Diamonds & Jewellery.

Diamondscutting and polishing of diamonds.

Jewellery

diamond studded gold/platinum jewellery.

3500 employees.


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Suasish Diamond Ltd .

Suashish is a Sightholder of DTC International.

Incorporated in October 1988.

Brand “ Ishi’s ”.

Partnership in all major markets.

Manufactures a complete range of Round White

diamonds.


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Su-Raj Diamonds Ltd

MD: Mr. JATIN R.MEHATHA

Incorporated in Sep 1985, is a Public Limited Company

(HQ: Surat ,Gujarat)

Two segments – Diamond and Gold jewellery.

The company’s business is directed towards manufacturing

and export of gold, silver & platinum jewellery studded with

diamonds, colour stones and semi precious stones

The company also has its international presence in Belgium,UAE, Thailand and Europe.

The company registered revenue of Rs 3.42 bn in FY12.


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Tanishq MD: Mr. CK Venkataraman

Started in 1995.

Titan Industries Ltd - promoted by TATAgroup.

110 stores in 78 cities


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TARA JEWELS LIMITED

MD: Mr. Rajeev Seth

Incorporated in Sep 1987, is a Public Limited Company

(HQ: Mumbai)

The company has four manufacturing facilities, one of

which is in China.

Aggregate production of 10,616.40 kgs in Fiscal 2012.

Exports to Australia,Austria, Canada , China, Europe

Germany,Switzerland, South Africa, UAE,USA,UK

The largest studded jewellery exporter from India since

2012.


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VAIBHAV GLOBAL LIMITED

1980Launching of Vaibhav Enterprises( HQ:Jaipur - Rajasthan).

The Jewellery Channel UK is broadcasting in approx

30Million Households in UK and Liquidation Channel in

approx 55 Million HH's in US.

Leading brands


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MAJOR

PRODUCTION CENTRES IN INDIA

42


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• Total export of gems & jewellery in the year April-March,2013 was 310081.11 with a 2.76% growth rate &23.27% share in the total export.

• Exports posted a modest growth of 1.45 per cent during2012-13 at US$ 24.1 billion, primarily driven by gold

jewellery exports, including medallions and ornaments.

• The country exported US$ 24.8 billion of gem and jewelleryin 2012-13.

EXPORTS


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The United Arab Emirates (UAE) was the largest importer of gems and jewellery from India in 2012-13, with a share

of 33% followed by Hong-Kong(25%) and U.S.A(19%).

The sector accounted for 13 per cent of India’s total

merchandise exports.

The export industry mainly comprises of small-to-large

units based in various special economic zones (SEZs)

supplying primarily diamond-studded jewellery.

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EXPORTS DATA

ITEMS 2009 2010 2011 2012 2013(APR)

CUT & POLISHED

DIAMOND

53892.02 48905.57 57117.17 58649.45 45365.09

GOLD

JEWELLERY

16498.21 22567.44 11637.12 9406.49 5572.37

COLOURED

GEMSTONES

975.07 1062.27 1111.05 1197.55 834.80

ROUGH

DIAMONDS

1865.49 2388.26 2280.32 3474.93 1992.95

VALUE IN CRORES


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TO CHINA

•ROSY BLUE•TANYA GEMS

•VENUS JEWELS

TO U.S.A

•DVL JEWELS

PVT. LTD.•ELEGANT

COLLECTION

•DIATRENDSJEWELLERY

PVT. LTD.

TO ITALY

•DWARKA

•GEMS JEWELSIN INDIA

•TAKAT GEMS ININDIA

•FINEJEWELLERY

MAJOR EXPORTERS IN INDIA


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Major Exporters in India

RAGHUNANDAN PRASAD & SONS

S. ZAVERI & SONS JEWELLERS

JAGDISH & SONS

RIBY GEMS AND FASHION JEWELRY

BN GHOSH & CO.

MARUTI JEWELLERS

MILLENIUM STAR

SILVER STONE SHRI RADHEY CHAIN

DD JEWELLERS


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IMPORTSTotal imports by India declined by 13.46% y-o-y to U.S

$35.37 bn during June 2012 compared to total imports of U.S$40.87 bn in June 2011.

India’s import of gems and jewellery increased by 45.39% in

Fiscal 2012 to U.S $ 41.93 bn from U.S $ 28.84 bn in Fiscal2011.

The total imports of gems and jewellery sector grew at a

CAGR of 27.74% for the period Fiscal 2003 to Fiscal 2012.

The imports of rough diamonds has increased by 31.82%,

gold bars registered a 10.78% increase and cut and polished

diamonds increased by 78.94%.


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ITEMS 2009 2010 2011 2012 2013(APR)

ROUGH DIAMONDS 40039.14 38401.09 40170.65 40877.24 21898.13

GOLD BAR 7034.52 7905.74 9734.41 10820.32 6062.77

CUT & POLISHED

DIAMONDS

16010.27 8832.61 17396.61 31209.45 27056.46

IMPORT DATA

Rs. In CRORES


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Major Importers

• LEVIN HEALTH CARE

• SUNSHINE CONSULTANCY SERVICES

• KRISHNAM

• HI INTERNATIONAL• SHREEJI GEMS & SILVERS

• FAMMORE ENTERPRISES.PVT.LTD

• SHIBINS

• SARIT AXPORTS CONSORTIUM

• SANJAY EXPORTS

• MONTOSTONE


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Major Competitors in the global

market

Th C t E i C diti


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The Current Economic ConditionGems & Jewellery

India’s Current Advantage

Ability to deliver good quality at low costs

Cost of cutting diamonds in India is 7% of that in Belgium and

60% of that in China

The exports are expected

to grow at CAGR of 15%,

amounting to USD 58

bill ion by 2015 from

current size of USD 25billion

25

58

0

20

40

60

80

Gems & Jewellery Exports(USD billion)

2009 2015

G & J ll


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RawMaterials

ProcessedRaw Material-Low Value

ProcessedRaw Material

–High Value

MassJewellery

DesignerJewellery

BrandedJewellery

India’s Current Dominant Position

Gems & Jewellery Value Addition Ladder

Opportunities

Gems & Jewellery


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The Current Economic Condition1. G & J Industry forms an integral part of the Indian economy

with an annual growth rate of approximately 15%. Itaccounts for 14% of the country's total exports and providesemployment to 1.5 mn people directly and indirectly.

2. Besides being the largest consumer of gold 23% of globalconsumption producer of polished diamonds 57% by valueof the global market .

3. The export revenue for 2011-12 was US$ 42.84 bn, withcut & polished diamonds contributing US$ 23.33 bn and

jewellery US$ 9.50 bn.

4. In 2015 India and China will capture about a quarter of theglobal luxury market given economic growth in these twocountries.


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5. In terms of geographical markets, the UAE continues to be

the largest exporting destination with 44% of exports to themarket, followed by Hong Kong with 25% and the US

with 12% India with 12% and China with 11% share

respectively.

6. The domestic jewellery market is set to cross US$ 40 bn by

2015.

7. Diamond jewellery segment looks very promising and is

expected to touch US$ 6.41 bn in 2012.

8. The last few years with growth rates in the range of

20 – 30% .

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What’s New………..


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KOLKATA, MARCH 17:The All-India Gems and Jewellery Trade Federation (GJF) has

gone on a three-day strike starting Saturday to protest against theBudget proposals announced on Friday.

Close to three lakh jewellers under the trade federation have joined

the strike, shutting all jewellery establishments during March 17-19.

The Union Finance Minister, Mr Pranab Mukherjee, has proposed to bring unbranded precious jewellery under the excise duty netand raise customs duty on gold bars and coins.

There is also a proposal to increase import duty on gold from two per cent to four per cent.

This apart, the Government has also proposed to levy one per centtax for cash purchase of jewellery worth more than Rs 2 lakh.

NEWS


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CONCLUSIONS

- This is a favorable industry:

Can take advantage of market trendsHistory proves that jewelry is long-lasting

Highly volatile market, highly attractive

Will overcome the economic crisisFast progress in the global jewellery market.


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REFERENCES

Care Research-Indian Gems and Jewellery Industry,2011 Daily newspapers

www.indiabulls.com

www.myiris.com

www.moneycontrol.com

http://commerce.nic.in/ftpa/default.asp

http://www.ibef.org/download/GemsandJewellery_sectoral

http://www.commodityonline.com/learning_sub.php?id=32


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1. Compounded Annual Growth Rate (CAGR)

2. The International Monetary Fund’s (“IMF”)

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case study on jewellery industry

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