Anant Diamond Jewellery[1]

8/3/2019 Anant Diamond Jewellery[1]

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Anan Givs Diamnd

Jwy An Indian Fac

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16 SolItAIre INterNAtIoNAlloCtober 2009

Retailers anticipate

substantial growth in sales

as a result


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Sanjay Kothari

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17SolItAIre INterNAtIoNAlloCtober 2009

Some 100 jewellery reailersand manuacurers across India arewaching wih heighened anicipaionas he Anan diamond jewellery brandis launched across India. Te brand ishe acual cuting edge o he IndianDiamond Jewellery Promoion (IDJP)programme, a join iniiaive o heGem & Jewellery Expor PromoionCouncil (GJEPC), Gold Souk, Rio

ino, he Inernaional GemologicalInsiue (IGI) and he All India Gemsand Jewellery rade Federaion (GJF).

Anan eaures acress Sonam Kapooras he ace o diamond jewellery in acounrywide promoional iniiaive. Soposiive is he mood ha jewellers areexpecing he campaign, which runsrom Sepember o mid February, o

boos diamond jewellery sales by 20 percen his esival season, which kicks o

wih Diwali and runs on wih weddingseason immediaely aerwards.Te IDJP iniiaive, unded enirely

by volunary indusry paricipaion,aims o promoe Anan as an umbrella

brand, hus giving all paricipans aree hand o develop heir own sylesand designs wihin a se o speciedparameers. Reailers who know heircusomers, can, hereore, ailor heirproduc o wha hey know will beappreciaed mos, while paricipaing

manuacurers can develop producsha bes sui heir reailer cliens.Tis allows he campaign o atain acounrywide reach while a he sameime mainaining a srong local avour.I also nudges consumers owards a

big, naional brand, while reaininghe condence o long and rusedrelaionships wih local jewelleryreailers. Sonam Kapoor, hereore, in

realiy becomes he ace o a muliudeo syles and designs and pus hercounrywide celebriy image onhousands o local reailer-consumerrelaionships.

Te paricipaing jewellerymanuacurers know hey won

be gaining any measurable, direcbene rom he campaign. Buhey undersand ha promoing heend produc and is desirabiliy o

consumers will, in he long erm,generae greaer demand and ulimaelyhigher values or heir own businesses.

Key paricipans in he iniiaiveinclude 27 manuacurers and 85reailers wih 200 oules spread overhe 16 ciies ha accoun or hemaximum diamond jewellery sales Mumbai, Delhi, Chennai, Kolkaa,Bangalore, Hyderabad, Ahmedabad,Rajko, Baroda, Jaipur, Kochi, Kanpur,Gurgaon, Chandigarh, Nagpur and

In a trail-blazing campaign that has no precedent

anywhere else in the world, the Indian gem and

jewellery industry has come together to launch a

generic promotional initiative for diamond jewellery.

The vehicle it has chosen for this is an umbrella brand

with a celebrity face. Vinod Kuriyan, Shanoo Bijlani,

and Regan Luis report.

tiffany


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he nex couple o years. Anan willlure more consumers ino sores, andha will help boos sales no only odiamonds bu oher jewellery as well,he says, adding however, by and large,sales o non-diamond jewellery will alsorise by 20 per cen.

Echoing his posiive senimenis Sunil Dawani, parner o Anmol

Jewellers, Mumbai, who saes ha evenby a conservaive esimae, diamond

jewellery sales a his hree sores willincrease by 20 per cen. Wihin wo

years, overall sales o diamond jewellerywill rise by 25 per cen. Te campaignis a grea iniiaive and will help heindusry in he long run, he noes.Ever since he De Beers Diamondrading Company (DC) soppedgeneric diamond promoions, here

was a gap ha has now been lled byAnan, Dawani says.

Akola. Wih an esimaed media spendo beween Rs.10- and Rs.12 crore($2.08 million o $2.5 million), he

Anan campaign will run across prin,elecronic and oudoor media.

An opimisic Vipul Meha, direcoro Laxmi Jewellery Expor Pv. Ld.,

Ahmedabad, expecs ha Anan willboos sales by beween 25- and 50 percen a his sore. Te campaign willhave a major impac on increasing

awareness abou diamonds anddiamond jewellery, he noes. Tere

will be a den in plain gold jewellerysales because o he escalaing goldprices, bu overall, I am conden haconsumers will veer owards diamond

jewellery because o is look, syle andsaus appeal.

Overall, he expecs he campaigno increase diamond jewelleryconsumpion by almos 30 per cen in

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With an estimated media

spend o between Rs.10-and Rs.12 crore ($2.08million to $2.5 million),the Anant campaign willrun across print, electronicand outdoor media

oa eniy ings and angls

Sunil Datwani


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o convince people o paricipae inhis campaign, which would promoediamonds in he domesic marke.

We sared his exercise becauseall o us el ha hough he expormarke would ake long o revive, Indiaand China were wo major markesha were no so badly aeced. So

we hough o shiing ocus o hedomesic marke even i an increasedsale would no pick up he slack le

by alling overseas demand, Koharinoes. Te GJEPC held road shows in12 ciies across he counry and go anenhusiasic response rom reailers.Is only because o heir suppor ha

we were able o launch Anan,Kohari says.

Te Anan brand is sraegizedaround he wide concep o single-line diamond jewellery, is aimed adeveloping a susainable model or

Sanjay Kohari, convenor o hepromoions, markeing and businessdevelopmen panel o he GJEPC,commens, All hese years, he Indiandiamond indusry beneted romhe DCs campaigns. Bu when haended, somebody had o ake a lead inhis mater. Tere were groups like he

World Gold Council (WGC) and Rioino ha were engaged in promoinggold and diamonds, while on he reail

side, rms like anishq, BZ, Anmol,Orra and many ohers pumped inmoney o promoe jewellery. Bu his ishe rs ime where here is a conceredeor among rms no direcly involved

wih consumers ha have joined handso suppor he Anan campaign.

Anan was conceived a he heigho he global recession when sales oluxury iems and jewellery in paricular

were badly hi. I ook several monhs

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19SolItAIre INterNAtIoNAlloCtober 2009

Vijay Jain

This is the frst time where

there is a concerted eortamong frms not directlyinvolved with consumersthat have joined handsto support the Anantcampaign


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an indusry-led iniiaive o drive

growh or diamond jewellery. I seekso mainain high desirabiliy or heproduc among consumers whiledriving consumpion among he richand pushing demand or diamonds bypromoing hem or giing and specialoccasions.

Kohari reveals ha alhough hecampaign is generic, i will eauresingle-line diamond jewellery so hareailers can clear ou exising sock.We received eedback ha single-linediamonds are in sock wih all reailersand everyone sood o bene romheir promoion. Tis would also helpmanuacurers as hey would no haveo inves in making new jewellery. So

we decided o highligh single-linediamond jewellery his year. In uure,

we will hink o inroducing dierendesign mois like circles and owers,he says.

Te purpose o he campaign is

o draw consumers o showrooms.Tis, in urn, should promp reailerso buy more goods rom jewellerymanuacurers, who would hen buymore diamonds rom he cuting andpolishing indusry.

All hese years, markeing eorshave been owing rom mines omarkes. Bu i should now be reversed,rom markes o mines. Only hen willeveryone survive, Kohari observes.

He adds ha his is he main reasonwhy a oally reail-driven campaign hashe ull suppor o a diamond miner likeRio ino.

Indusry consulan Prasad Kapre,who worked closely wih he GJEPCon he Anan campaign, explains hahe brand is a purely woman-cenricone wih a srong emoional conneco he arge audience as a ribue oher innie roles in dieren sageso her lie. Sonam Kapoor, he ace

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Nawal Agarwal P.P. Sunny

Debeers

PGI


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o Anan, is a classic beauy and represens he muli-

asking woman o oday. Tis is a long-erm projec andwe expec a seady growh over he years. Te campaignis expeced o generae incremenal walk-ins, sales andpros, Kapre says.

Shreyansh Kapoor, vice presiden o Kashi Jewellers,Kanpur, concurs ha he advanages o his promoion

will be realised wih ime. We are sill a ground zero.Consisen promoions are required hrough dierenmedia channels o reach ou o consumers, he saes.

Vinod Hayagriv, owner o C. Krishniah Chety& Sons, Bangalore, saes, We do expec sales o be

posiively aeced hrough his campaign. Adverisingdoes work and he Sonam Kapoor endorsemen willgive diamonds he aura hey deserve o make heconsumers loosen heir purse srings.

Jus as gold is viewed as a sorehouse o value inIndia, his campaign will aim a propagaing he valueproposiion o diamonds combined wih he ac hahese sones are rare, long-lasing and embody anemoional conen. Promoing diamonds in hese imesalso has he advanage o making hem an atracivealernaive o gold. Mos reailers are conden ha eveni gold shoos o unimaginably high prices, diamond

jewellery sales will no be impaced. High gold prices inac will allow diamonds, especially he smaller, lowercos ones ha India produces in abundan quaniies, oac as a subsiue or he expensive meal in jewellery.

Anil alwar, proprieor o alwarsons Chandigarh,noes ha he iming o he programme could no be

beter. Diwali is a very heavy buying season all overhe counry and normally people save o spend duringhis ime. I deniely hink his programme will boosdiamond sales all over India. Te economy is looking

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beter on many couns and I oresee

ha i will ranslae ino more diamondjewellery reail sales in India, he saes.

Te iming o he campaign isperec as his period includes someo he mos imporan Indian esivalslike Eid, Dussera, Diwali, Chrismasand he wedding season, says Nawal

Agarwal, proprieor o BirdhichandGhanshyamdas Jewellers o Jaipur.However, he poor monsoon andincrease in ood prices may have a small

impac on jewellery sales. Te recordincrease in he price o gold may keepconsumers rom buying jewellery ora while, bu a he same ime, sablediamond prices help keep prices down,

Agarwal saes.Vijay Jain, chie execuive ofcer

and direcor o Orra, says ha risinggold prices have always had a posiiveimpac on he sale o diamonds. Ashe percenage o gold in diamond

jewellery accouns or less han 12 per

cen, here is no reason why he sales odiamonds jewellery will reduce,he adds.

P.P. Sunny, proprieor o SunnyDiamonds in Kochi, goes one sepahead when he saes ha his mission iso conver 30 per cen o his cusomerso diamond jewellery hrough he

Anan campaign. Anan is a brandbuilding exercise aimed a creainga culure o diamonds in India. In

he Souh Indian marke and Keralain paricular, we will coninue wihour independen diamond jewellerypromoions as well, he saes.

While Anan will no ofcially oerany gis or discouns, Sunny will beproviding a 100 per cen money-backguaranee as he noes ha consumersin Kerala are ye o develop a ase ordiamonds. Te campaign is promoingsingle-line diamond jewellery argeed

a upper class cusomers. However, I

will scale down coss or mid-segmen,value-conscious buyers by oering

single line diamonds using ewer caras.For insance, I will be oering singlelines consising o 0.1- and 0.2 caradiamonds, Sunny reveals.

Sunny coninues, oday peopleare urning o diamonds as hey arearaid o inves in gold due o is highand volaile price. My sores in Kochiand iruvananhapuram sell diamond

jewellery exclusively and sales so arhave been excellen. In addiion o

our regular designs, we will sockdiamond-sudded plainum jewellery as

well. I eel ha his is he righ ime opromoe diamonds across India as gold

jewellery is nding ew akers in hisough marke. Already, reailers have

been providing incenives o heir salessa here or successully converingplain-gold cusomers o diamonds. Ihink ha Anan will end up converingmany more cusomers rom plain-gold

o diamond jewellery.


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Anil Talwar


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Shreyansh Kapoor

PGI

From being negligible a ew yearsago, diamond jewellery sales in Keralacurrenly average abou 2,000 caras permonh, Sunny saes. I expec a 30 percen growh in his gure over he nexcouple o years. Previously, people inKerala preerred gold jewellery or bigoccasions like marriages, bu walk inoany uncion oday and you will noicenearly hal o hem wearing diamonds,he noes.

Kapoor o Kashi Jewellers says ha

he has also seen a 15- o 20 per cenincrease every year in he las coupleo years in conversions rom gold odiamond jewellery.

Te GJEPC plans o run he Anancampaign or a leas hree years.Kohari noes, Ta is he plan. Buhis is no a promoional eor byone body. I he paricipans donconinue o suppor he programme,

we will no succeed. Hayagriv, who is

also chairman o he GJF, he naionalapex body o jewellery reailers,agrees. We need he enire indusryo allocae money or rade-sponsoredprogrammes every year or i o showposiive resuls, he says.

Depending on Anans success inIndia, he GJEPC plans o replicae hecampaign in oher pars o he worldha have a large Indian populaion.I plans o inroduce he programmein he Middle Eas o coincide wih

he launch o he Made in India brandcampaign in abou six monhs ime.

Te GJEPC is one o he commiteemembers o he Inernaional DiamondBoard, which was esablished in mid July

wih he aim o creaing srong consumerdemand or diamonds hrough a

worldwide markeing campaign. Koharinoes ha he Board has appreciaed heeors o he Council and would considersupporing Anan by pumping in moneyearmarked or campaigns in India.

Ineresingly, De Beers is no providingany direc nancial backing or Anan,

bu is a key member o he InernaionalDiamond Board.

Sunny hinks his is a long-ermprocess and one canno expecimmediae shor-erm gains. NonehelessSunny adds, Te campaign is mean oimprove he visibiliy o diamonds in hemarke and Im personally hoping or a30 per cen growh in sales rom Anan.

Bu even hough he campaign is in isiniial sages, his unique promoionaleor has already inused he reailindusry wih opimism. Orra and C.Krishniah Chety oo expec diamond

jewellery sales o grow by up o 20 percen per year.

Prasad Kapre remarks, In India,his is he rs ime ha he diamondindusry has come ogeher o markediamonds. We are seting a preceden anda benchmark or he res o he world.

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C .Vinod Hayagriv

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Anant Diamond Jewellery[1]