Tanishq: Positioning to capture Indian Women's Heart

Tanishq: Positioning to capture Indian Women?s HeartA Case AnalysisSubmitted By: Amit GoelWord Count ? 1724 wordsIndustry Overview:i.India is the largest consumer of grand in the domain of a function to be followed by China and Japan. India is emerging as worlds largest trading centre of this commodity with a target of US$ 16 bn. set for 2010.

ii.Placed against targets to extend to 65 sh ar of the international mart by 2010, India?s gem and jewellery industry has registered an impressive 21.33 percent harvest-feast in exportsiii.India dominates the world?s cut and polished diamonds (CPD) market. In value terms, the country accounts for approximately 55 percent of spheric polished diamond market and nearly 9 percent of the jewellery market. According to GJEPCs provisional estimate, cut and polished diamonds registered 19.06 percent egression in exports at US$ 7.11 mn.

iv.India accounts for 80-85 per cent of the world?s CPD market in volume terms, 55-60 per cent in value terms and about 90 per cent in unit terms. Other major players in the global CPD market are Belgium and Israel.

v.Surat contributes 90 percent of Indias total diamonds exports.

vi.Indias domestic brand jewellery market is estimated at US $150 bn.

vii.There are 13 bullion importing banks in India.

viii.Indias Gem and jewelry Exports Promotion Council (GJEPC) is aiming at turning India into an International Diamond avocation Centre.

ix.



Since India already enjoys 80-85 per cent of the world CPD market, scope for further growth in diamond exports is limited. Hence, if Indias gems and jewellery sector is to substantially affix exports, the best bet lies in the jewellery sub-sector. Given the position that the global market for stone-studded jewellery is expanding, there is scope for blowup in India?s diamond-studded jewellery exports as well.

x.With or without diamond-studding, gold jewellery is a market where India has tremendous scope for export...

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