Diamond Arcade

Making every moment ‘beautiful’

A unit of Kohinoor jewellers

PresentersAAKASH KISHAN

AASHIMA DUA

ABHISHEK DUA

ACHINTYO DAS

AMEY MAIRAL

ANURUPA BANERJEE

APOORV DWIVEDI

Vision:

To be amongst the most reputed and leading jewellery companies in India.

Mission:

To provide high quality jewellery and exquisite designs and excellent customer service at affordable prices.

Our Values:

HonestyIntegrityTransparencyFriendliness

History:Kohinoor Jewellers, with a heritage of 75 years, is one of the

oldest jewellery organizations in India that started its operation in 1938. Over seven decades, the company has managed to keep its jewellery designs contemporary considering modern needs and preferences, yet sustained the core values and essence.

With more than 45 showrooms in India covering 80000 square feet, with more concentration on west. It has maximum stores (15) in Nagpur.

Kohinoor Jewellers, export operations covers countries like USA, UK, Singapore and Middle East. It has a manufacturing unit in Mumbai that employs more than 300 karigars and creates 10000 pieces of jewellery every year.

Current Industry Scenario:The gems and jewellery industry occupies an important

position in the Indian economy. It is a leading foreign exchange earner, as well as one of the fastest growing industries in the country.

The two major segments of the sector in India are gold jewellery and diamonds. Diamond jewellery forms around 20 per cent of the Indian jewellery market that includes diamond and gemstone studded jewellery.

Gems and jewellery is one of the fastest growing sectors in the Indian economy with an annual growth rate of approximately 15 per cent. The gems and jewellery industry accounts for nearly 20 per cent of the total Indian exports and employs over 1.3 million people, directly or indirectly. 

Change in Market trends: Today’s consumers like innovative design patterns with a traditional touch,

which adds to variety and range.

With the arrival of international branded jewellery in the domestic market, the industry is subject to stiff competition and is expecting a gloomy growth.

The increase in disposable income in the consumers is making them to ask for better products and services, and a better shopping environment.

Organized retailing in the country’s small towns is already growing at over 50-60 per cent a year, compared to 35-40 per cent growth in the large cities.

The major challenges faced are from the branded jewellers. They have dominated the market for years, although their pricing is slightly expensive than ours.

Today, price is not the only consideration as it was a few years back, when prices used to play a major role in purchasing.

Format and Location•Location at Poonam Chambers•It is secondary business unit.•It has a chain format.

Store Structure

Store Manager

Sales person Technician Cleaning Staff

MERCHANDIZINGJewellery manufacturing unit at MumbaiCapacity of the factory is to produce

10,000 pieces per annumDiamond jewellery is manufactured in 18 cts

gold and VVS quality of diamonds in GH colour are used in the diamond jewellery

Product mix1. Earring 2. Rings3. Pendents4. Bracelets5. Pendent Sets

STORE DESIGN

PRODUCT PRICE RANGE MARGIN

RINGS  5850-76680 8 %

EARINGS 6165-188100 10 %

PENDENTS AND PENDENT SETS 4000-200000 13 %

BANGELS 60200-111350 12 %

NECKLACE 130000-700000 13 %

RETAIL OPERATIONS1. STORE ADMINISTRATION AND MANGEMENT OF PREMISIS  Days : Monday-SaturdayTimings : 11 AM- 8 PMTransaction/ hour = number of transaction/no of

hours = 12/9 = 1.33Sales per transaction = net sales / number of

transactions = 2,10,000/360 = 58,333Hourly customer traffic = customer traffic in /

number of hours= 40/9= 4.44

STORE ADMINISTRATION Cleanlinessstock in the display windows are changed

every week.AT 10 AM the store manager arrives and

start with the setting up and arrangement of the stock.

2. MANAGING INVENTORY AND DISPLAY Documented procedure for handling

merchandisequantity and other details like weights and

sizes have to be checked with the document accompanying the goods, to detect any discrepancies.

3. MANAGING RECEIPTS We accept cash, draft, credit card, debit card and credit facility to trusted customers.

Budgeting and FinancingSet up cost : Rs 4,00,000Security system(5 cameras):7500Rental cost : Rs 1,20,000 per month.Salary of sales persons(4): 28000 per month.Karigar’s salary(2): 24000 per month.Store manager salary(1): 18000 per month.Housekeeping staff(2):3000 per month.Security guard salary(1): 5000 per month.Electricity bill: 40000-50000 per monthAdvertising and promotion expenditure: 20,00,000 per annumMiscellaneous expenditure: 10000 per month.Average manufacturing expenditure of jewellery: 1,35,00,000

Competition AnalysisTBZ jewellersTanishq jewellersBatukbhai jewellersSathe jewellersParekh jewellersLonde jewellersDas jewellers These jewellers are all located in Dharampeth ,

Sadar and Sitalbuldi area where they have a number of retail stores operating.

MARKETING STRATEGYExpanding into new ventureExclusive diamond showroom for celebrating

75th year of Kohinoor Jewellers Hoardings at places like Ramdas Peth, Byramji

town and other upscale areas of NagpurSpecial brochures for new store. Inauguration by Madhuri Dixit. Online promotion through facebook and twitter. Web Sales has increased with emergence of e-

commerce.