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How have the consumers responded to the penetration of international
brands here?
In the last 10 years, there has been a noticeable change in
the Indian market. International brands are being accepted primarily
in the metros - Delhi, followed by Mumbai, Bangalore, Chennai and
Kolkata. International brands make fashion statements. When an international
brand is carried, whether a bag or jewellery, it is immediately
noticed. Also, it is associated with top of the line design and
quality.
* In the current scenario, focus has shifted from traditional
jewellery to branded jewellery in India. What would you attribute
this change to?
There are many factors. There has been wide scale promotion.
Also there is a guarantee that is attached to branded jewellery.
* What are the trends in vogue in the Indian market and how
different are they from the international markets?
The Indian market is very different from the international
market. The trends here are mixed up, like branded jewellery from
Nakshatra, Asmi, etc. and traditional jewellery. In the international
market, the trends are more seasonal. Trends originate from Italy
and France during the two main fashion seasons, which are summer
and autumn.
 *
You’ve attended the Basel exhibition for many years. What are the
changes you have observed towards Indian jewellers?
There have been definite changes towards Indian jewellers and
consumers are looking for good quality. India is now positioned
next to Hong Kong. The Hall at Basel had numerous visitors and Indian
jewellery is very well accepted now.
* How is the Indian market different from China in terms of
jewellery industry?
The Chinese market primarily sells diamonds of ten points and
more. And the diamonds are certified. The Chinese market is led
by platinum jewellery, followed by white gold and then yellow gold.
In India, it is completely different. Yellow gold is more popular
than white gold.
* So what were the major trends that emerged from Basel fair
this year?
Fashion based jewellery is the most prominent trend that emerged.
White gold jewellery is picking up and coloured stones are coming
back into fashion as well.
* Why is Basel so important for the Indian jewellery community?
Basel is a gateway for presenting your jewellery in Europe.
It is considered as the trendsetter and customers come there looking
for trend-setting designs. It provides great exposure.
* How does Gitanjali jewellery, specifically Gili plan to expand
its market share internationally?
There is a definite expansion. We have already stepped into
the Middle East. There are four basic categories that we use in
this regard. These are the normal range, the plus range, the zone
or departmental range and the Stand-alone store.
* What future do you envision for your jewellery lines on the
global stage?
Internationally, the brand is going for an ethnic look. We
are targeting consumers in the ethnic community, primarily the Indian
community abroad. Gitanjali jewellery is involved in both branded
and non-branded jewellery segment.
As told to Savia Rajagopal
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