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2012, V

ol 8

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ue 6

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JEWELLERS AGAINST EXCISE

CALL FOR ENTRIES

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WIN A COVETED TROPHY, NATIONAL RECOGNITION ON TV AND CASH

Retail Jeweller India Awards is the Indian Sub-Continent’s premier business awards for the Retail Jewellery community. In its 8th year, Retail Jeweller India Awards together with Rio Tinto introduces the 1st India

TMDesign Excellence Awards (IDEA) to inspire innovative diamond jewellery designs for Nazraana : The Royal Gift of Diamonds (diamond jewellery gifting ideas) by Rio Tinto. Use your imagination with a dynamic combination of technology and creative arts. For this year’s competition, the Winner will receive a coveted trophy together with a cash award of Rs.1 lakh. The 4 other finalists will receive certificates and Rs.25,000 each. All 10 Finalist Designers will be invited to attend the prestigious 8th Annual Retail Jeweller India Awards ceremony on August 25th. The Winner and Finalists will feature on a National TV telecast as well !

Registration and Entry is free, so hurry and enter online on www.IDEAINDIA.IN. Students, Faculty, Professional and Freelance Designers of Indian origin are welcome to participate. You can also become IDEA ambassadors, log in and know how !

2012 DATESJULY 15, Last Date to enter onlineJULY 28, Top 10 Finalists AnnouncedAUGUST 25, One Winner and Four Runners Up Announced

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ED

IT

OR

’S P

AG

Ehe jewellery industry erupted in protest against the excise duty proposed on all jewellery in the Union Budget 2012-13. The news came a fortnight after Tthe industry received a long sought clarification from the Tax Research Unit,

which was misconstrued by many as a sort of insinuation at no excise on unbranded.

Majority of the industry still operates in a rudimentary manner and is unable to fathom the transition without the risk of a shake out. It is so partially because of the excise department’s infamous moral corruption and partially because of the convoluted process of manufacturing jewellery where even a genuine assessment will result in harassment. Fear of extortion and harassment at the hands of the excise field officers was at the heart of the 21 day historic movement. Left without any recourse, in a true mark of solidarity, the karigars, retailers, manufactures, wholesellers and bullion dealers joined forces and took to the streets. After all, they all ran the same risk.

What followed was a series of peaceful protest campaigns nationwide led by local(state level)jewellery associations mobilizing masses of jewellers and making high level efforts to influence the politicians and bureaucrats. It took 21 days of persistent agitation and over 20,000 crores of industry losses to awaken a genuine will in the politico at the center to consider the industry pleas. Taking cognizance of the magnitude of the impact on the industry, the Hon. Finance Minister Pranab Mukherjee called upon the local jewellery associations from different parts of the country and the Gem and Jewellery Trade Federation members to discuss the matter. Reassured by his words, the industry withdrew the strike albeit with grave apprehensions on the outcome that awaits them.

During this period it was strongly rumoured that if the strike continues for 45days the government will be compelled to roll back the policy. The industry was divided on calling off the strike as they believed such a law exists and opening the stores would obliterate all efforts made until then. We spoke to Michael Dias, lawyer with over four decades of experience having comprehensive knowledge of corporate laws and a highly credible source in the capital city, who clarified that there is no such provision in the law. He suggests that it makes better sense to continue lobbying hard with the political parties who will speak for the industry on the floor of the parliament when the session begins on April 24th. In this issue’s cover story we bring to you a detailed interview with him.

We also showcase some very special images in the cover photo story that portrays the real intensity of this unprecedented activism in the industry. These pictures narrate the struggle of the industry against the hopelessness that threatens their livelihood if excise duty on jewellery becomes a reality.

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Vulnerability to Victimization

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Vol 8 Issue 6, March - April 2012

12 Editor’s Page16 Readers Response18 Trends Instore32 Style Quotient - Suhani Pittie34 Trend Tracker36 Retail Innovation : Entice, New

Delhi42 Instore VM - Nagaraja R.44 Media Ad / PR Trecking48 RJ Promotion - Translating the 4Cs

of diamonds across the counter50 Expertspeak - David Geller52 Personal Opinion - Harshad

Ajoomal56 The Maverick Greenhorn - Puja

Punamiya58 Pearls of Wisdom - Darpan Anand60 Sales Talk64 Sales - Tips66 Marketing Insight68 Cover Story110 In Cities - Dhule112 Buying List130 Art of Giving132 Book Review134 Barbara Wold - Retail Tips136 Last Word - Amol Bansal,

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Vol 8 Issue 6 Published from The Retail Jeweller, E - 802, Golden Square, Kalina, Santacruze, Mumbai (India) and Printed at IndigoPress, Plot no.1C/716, Off Dadoji Konddev Cross Road, Between Sussex and Retiwala Ind. Est. Byculla (E), Mumbai-400 027Published by B K Dutta, Director and Editor - Soma Bhatta, Annual Subscription: Rs.1500/-, Maximum retail Price: Rs.250/-. Reproduction in any form is strictly prohibited. The Retail Jeweller does not take any responsibility of returning unsolicited publication material.

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68JEWELLERS AGAINST

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The Retail Jeweller is undoubtedly a very helpful and resourceful magazine. I want to see more articles that throw light on various promotional and marketing strategies. I am looking forward to see some ‘insightful articles on marketing and promotion in upcoming issues.

Keep your comments coming in, we love hearing from you...

READERS' RESPONSE

Rajesh Pathi, Pathi Jewellers, Bangalore

I have been continuously following The Retail Jeweller Magazine closely for the last 2-3 years and I find it very informative and updated about the ongoing jewellery trends. It keeps in pace with time and has in depth information on what is actually going on in the market. The magazine is doing an excellent job in keeping us informed about the latest activities. I personally like the Trend Tracker, features and interviews of important personalities from the industry the most.

I really liked the May-June 2011 cover story titled Beyond Known Boundaries where you had featured jewellers from lesser known markets. I really wish if you could come up with a comprehensive coverage on Western Uttar Pradesh especially because my city Hapur is known for manufacturing Bandhel jewellery. It’s time that we should focus on those smaller cities.

Pankaj AgarwalVranda Jewellers Hapur,

Uttar Pradesh

The Trends In Store is one of my favourite sections in the magazine. It keeps me updated with the latest design trends that are prevalent in various Indian markets and abroad. I am looking forward to see more contemporary designs in that section in future. In addition, The Retail Jeweller gives us all the relevant and useful market information that enhances our knowledge.

Kishore ChhedaSri Raj Jewellery,Hyderabad

YOU to US

Ashfaq AhmedHassan Jewellers,

Vaniyambadi Tamil Nadu

I have been reading The Retail Jeweller Magazine regularly and the information and topics it comes out with regularly are really very good to read. The magazine all the aspects of jewellery industry and The Retail Innovation column is my personal favourite.

Pradeep Kashyap Sanket Jewellers, Akola


InstoreTrends

What retailersare SHOWCASING

18 |

Retail Design

NIKITA JEWELLERSu

A Royal look neckpieceh.

A contemporary Magic choose from a varied range of kundan designs set in gold.

Antique banglesh.

The Elegant peacock shape bangles are studded with Rubies, Emeralds & uncut Diamonds.

VERMA JEWELLERSuThe traditional himachali collection look heavy but are not so. In Himachal Pradesh, every village has a different dress code for marriages and the designer specials in these authentic tradition yet chic himachali designs.

retailjewellerindia.com |

Diamond Necklace with open Polki and green onyx

20 |

Retail Design

BLUES JEWELLERYu

Tourmaline red and green embedded in handmade Kundan Bracelets

Gini design necklace with rubies

Bracelets made out of enamel with kundan workmanship

Peacock Necklace with emeralds, pearls and kundan work

Gold Ring with Tourmaline stone pachhiya and enamel work.

Diamond Polki Earrings with African Ruby

Polki Bangles with Hollow workmanship

Fusion inspired jewellery with Champagne, Polki and Emeralds set in a Diamond Polki Bracelet

Kundan Polki Necklace

Diamond Pacheli cuff

Diamond earrings with African ruby and south sea pearl


22 |

Retail Design

ABHARAN JEWELLERSu

KASHI JEWELLERS Introduces Brilliant Emerald and

Diamond Set

u

Emerald Set : This necklace is a combination of Sri Lankan Emerald which are hand picked and specially selected to ensure the true beauty and sparkle.

Sparkling diamond caps on the emerald drops ignite for celebration. South sea Pearls and Polki’s combined all together have made it the most perfect creation for any occasion.

Diamond Set : This magnificent Diamond Necklace reflects the beautiful combination of geometric of patterns and floral motifs; this brings a lot of fresh and modern appeal.

This necklace set has more than five thousand baguettes painstakingly set by master craftsmen

Concept: PeacockMetal: 22kt yellow goldStones: White polki and lolite bead with hand painting

Concept: NatureMetal: 22kt yellow goldStones: White polki and pink kundan leaf hand painted in green


24 |

Retail Design

T ‘An Ode to Spring’u ALWARSONS JEWELLERS

Imtiaz Motiwala has stunning and startling creations of bracelets, studded with an dazzling emerald stone in the centre, that weighs more than 50 carats infused with the elegance of fine craftsmanship of Mina work at its base and inner side and Polki studded at the base. The Mina work and Polki are embellished in 18K Gold.

unveils exequisite diamond studded emerald bracelet

uIMTIAZ MOTIWALA

This is the spring season in North India and it is that time of the year when flowers bloom. So Talwarsons brings in a collection of only earrings with floral motifs. These are light weight earrings in diamond, gold and kundan with floral motifs


26 |

Retail Design

MANUBHAI JEWELLERSuThe everyday wear jewellery is created in white gold with high quality diamonds. The collection comprises of rings, earrings, small pendents, bangles and bracelets. White gold is not conventional but modern and contemporary and the collection is a mélange of different white gold jewellery.


28 |

Retail Design

BHERUMAL SHAMANDAS & SONS u

Exquisite Necklace with Earring comprising of brilliantly faceted diamonds, Rose cuts, Emeralds, Rubies, and Pearls made in 18kt Gold. With a fusion of colors, this piece is royalty personified.

Breathtaking design and intricate craftsmanship characterize this piece made of Round diamonds, Round and Pear Shaped Rose cuts, Rubies, Emeralds and pearls made in 18kt Gold.

Unique design masterly crafted with detailed gold workmanship with Round Diamonds, Rose Cuts with Black Rhodium add another dimension to this piece decorated with Emeralds, Rubies and Pearls made in 18kt Gold.

Marvelous aesthetics and exclusivity are defining descriptions of this piece made of Round Diamonds, Baguettes and Emeralds made in 18kt Gold.

This piece symbolizes the Ying-Yang theory as it beautifully encompasses antique gold work with Red and Green Enamel set with Round Diamonds, Baguettes and Colored Stones made in 18kt Gold.

A unique piece of individuality, which brings ancient Indian Heritage and modern design together. This piece is set with Polkis with Red enamel, round diamonds and rubies with black rhodium add contrast to this piece made in 18kt Gold


30 |

Retail Design

18 kt white gold earrings studded with full diamonds & rosecut in champagne & pink color.

18kt white gold earrings studded with diamonds.

18kt white gold earrings studded with diamonds in round & buggutte cut, & emerald & coffee diamonds

18kt white ring with black & white diamonds.

18kt white gold ring with pink sapphires & tanzanite.

18kt yellow gold bracelet studded with diamonds & mother of pearl.

18kt white gold bracelet studded with diamonds & amethyst.

Leather cuff with 18kt gold lion faces studded with diamonds.

H. AJOOMALu


Retail - Design

TRJ: Jewellery designers like you have really revitalized the industry in a big way with your innovative designs. How has consumers' perception towards designer jewellery evolved over the years? Have they become more demanding and design conscious? SP: Jewellery today is a dialogue. With garments and their silhouettes getting crisper and cleaner, jewellery today has become a very important medium of communicating your mood, your

TRJ: What are the challenges you faced while establishing your brand?SP: The biggest challenge is working with likeminded workers! In India jewellery has always been traditional. Workers would not want to deviate from what they have been doing for decades. It was quite a task to get my workers to think freely and work on my pattern. Now I have a great team!

STYLE QUOTIENT

Falguni Mehta, Jewellery Designer

The Retail Jeweller (TRJ) How Jewellery designing happened to you?Suhani Pittie (SP): I was a gemologist by profession, having opened an institute to teach the subject. One day while toying with some old silver I made something for mom and she wore it. Tremendous pressure from her friends forced me to make more thereafter. Suddenly I saw myself participating in Bridal Asia. I sold all my creations and some of the most exciting stores bought my work and I found myself a new career. I did a Gemology-grading and identification course from Gemological Institute of America.

From , the gemologist to Suhani Pittie, the jewellery designer happened over an old silver. Since then, she is on a roll. She has been recently enlisted by the World Gold Council as the top 10 most inventive and ingenious jewellery designers in the world. In an exclusive interview

with Apurba Biswas, this talented designer shares her thoughts on various aspects of jewellery designing.

Suhani Pittie

Excerpts:

Suhani Pittie

32 |

Retail - Design

TRJ: What is your business model?SP: Our business model focuses on continuous development of designs and retailing these designs through increasing number of retail and online stores in India and abroad. Fashion weeks provide an ideal platform for us to showcase new concepts every season.

TRJ: What a reyour future plans and also for your brand?SP: I want to take the brand sky high, making this a really big venture. We have just launched our B2B sourcing portal, which I believe is a first of sorts in the fashion industry. In the future, I see the brand diversifying into other products, while still retaining the Suhani Pittie ethos.

TRJ: What is your consumer profile? SP: Our clients are women who are not victim of changing trends. They have a mind of their own. They take pride in their heritage and yet are ready to foray into the very modern future. They don’t mind the blend of culture in jewellery. They are aware of trends around them but more than trends they look forward to designs that express their individuality. They are on the lookout for exciting, special and innovative concepts. Our youngest client I think has been 6 years old and the oldest I think 82! TRJ: How is the jewellery buying preference changing in India?SP: Consumers in India have started giving preference to a lot of other factors like quality, after sales service, etc., something which was more prominent amongst western consumers. At times, they (Indian consumers) are more stringent than their western counterparts, when it comes to the quality and service expected. Further, the Indian consumer doesn’t shop only when the need arises. Increase in disposable income has led to consumers making more impulse purchases than seen a few years ago. They are buying jewellery to enjoy it and wear it. Not just store it.

story. Jewellery is not just an add on anymore. It is essential. Neither is jewellery bought all the time as an investment anymore. Be it precious or fashion jewellery, a woman must have an exclusive piece, something that differentiates her from the next person and also expresses her personality. People are definitely more style and design conscious and why not. Jewellery is such an inherent part of our culture and our history, we cannot alienate ourselves from the bond which gets passed on from generation to generation! People buy jewellery from a designer brand because they know they are investing in an exclusive piece, something that tells a story, which may also be a one-off, and not one in a thousand pieces sold by a wholesaler.

TRJ: Why do people prefer to buy jewellery from a jewellery designer. Is it because of the personalized attention and customized approach to jewellery?SP: A jewellery designer’s creativity and emotional input into the jewellery is what makes all the difference to the final outcome of a piece. It is this value addition (and exclusivity) that consumers look for when shopping for jewellery. The fact that they are not just buying metal but a conversation starter.

| 33

Our clients are women who are not victim of changing trends. They have a mind of their own. They take pride in their heritage and yet are ready to foray into the very modern future. - Suhani PittieJewellery Designer

retailjewellerindia.com | retailjewellerindiaawards.com |

Retail - Design

TRJ: Jewellery designers like you have really revitalized the industry in a big way with your innovative designs. How has consumers' perception towards designer jewellery evolved over the years? Have they become more demanding and design conscious? SP: Jewellery today is a dialogue. With garments and their silhouettes getting crisper and cleaner, jewellery today has become a very important medium of communicating your mood, your

TRJ: What are the challenges you faced while establishing your brand?SP: The biggest challenge is working with likeminded workers! In India jewellery has always been traditional. Workers would not want to deviate from what they have been doing for decades. It was quite a task to get my workers to think freely and work on my pattern. Now I have a great team!

STYLE QUOTIENT

Falguni Mehta, Jewellery Designer

The Retail Jeweller (TRJ) How Jewellery designing happened to you?Suhani Pittie (SP): I was a gemologist by profession, having opened an institute to teach the subject. One day while toying with some old silver I made something for mom and she wore it. Tremendous pressure from her friends forced me to make more thereafter. Suddenly I saw myself participating in Bridal Asia. I sold all my creations and some of the most exciting stores bought my work and I found myself a new career. I did a Gemology-grading and identification course from Gemological Institute of America.

From , the gemologist to Suhani Pittie, the jewellery designer happened over an old silver. Since then, she is on a roll. She has been recently enlisted by the World Gold Council as the top 10 most inventive and ingenious jewellery designers in the world. In an exclusive interview

with Apurba Biswas, this talented designer shares her thoughts on various aspects of jewellery designing.

Suhani Pittie

Excerpts:

Suhani Pittie

32 |

Retail - Design

TRJ: What is your business model?SP: Our business model focuses on continuous development of designs and retailing these designs through increasing number of retail and online stores in India and abroad. Fashion weeks provide an ideal platform for us to showcase new concepts every season.

TRJ: What a reyour future plans and also for your brand?SP: I want to take the brand sky high, making this a really big venture. We have just launched our B2B sourcing portal, which I believe is a first of sorts in the fashion industry. In the future, I see the brand diversifying into other products, while still retaining the Suhani Pittie ethos.

TRJ: What is your consumer profile? SP: Our clients are women who are not victim of changing trends. They have a mind of their own. They take pride in their heritage and yet are ready to foray into the very modern future. They don’t mind the blend of culture in jewellery. They are aware of trends around them but more than trends they look forward to designs that express their individuality. They are on the lookout for exciting, special and innovative concepts. Our youngest client I think has been 6 years old and the oldest I think 82! TRJ: How is the jewellery buying preference changing in India?SP: Consumers in India have started giving preference to a lot of other factors like quality, after sales service, etc., something which was more prominent amongst western consumers. At times, they (Indian consumers) are more stringent than their western counterparts, when it comes to the quality and service expected. Further, the Indian consumer doesn’t shop only when the need arises. Increase in disposable income has led to consumers making more impulse purchases than seen a few years ago. They are buying jewellery to enjoy it and wear it. Not just store it.

story. Jewellery is not just an add on anymore. It is essential. Neither is jewellery bought all the time as an investment anymore. Be it precious or fashion jewellery, a woman must have an exclusive piece, something that differentiates her from the next person and also expresses her personality. People are definitely more style and design conscious and why not. Jewellery is such an inherent part of our culture and our history, we cannot alienate ourselves from the bond which gets passed on from generation to generation! People buy jewellery from a designer brand because they know they are investing in an exclusive piece, something that tells a story, which may also be a one-off, and not one in a thousand pieces sold by a wholesaler.

TRJ: Why do people prefer to buy jewellery from a jewellery designer. Is it because of the personalized attention and customized approach to jewellery?SP: A jewellery designer’s creativity and emotional input into the jewellery is what makes all the difference to the final outcome of a piece. It is this value addition (and exclusivity) that consumers look for when shopping for jewellery. The fact that they are not just buying metal but a conversation starter.

| 33

Our clients are women who are not victim of changing trends. They have a mind of their own. They take pride in their heritage and yet are ready to foray into the very modern future. - Suhani PittieJewellery Designer


TrendTrackerJewellery in consumer pressAS SEEN

Retail - Design

The nature inspired motif with diamond and emeralds. - Femina, March 2012

A hint of green accentuates the white diamonds. - Femina, March 2012

Animal inspired colored stone ring with a unique setting in gold.- Femina, March 2012

Diamond and ruby ring. - Elle, March 2012

Diamond and emerald ring. - Elle, March 2012

Kundan set in 22k oxidized gold bracelet- Vogue, March 2012

Diamonds set in 18k white gold earrings.- Vogue March, 2012

Polki and sapphires set in 18k gold earrings. - Vogue, March 2012

Emerald and diamond earrings - Hi Blitz, March 2012

Diamond pearl and emerald bangle. - Vogue, March 2012

Rose-cut diamonds and enamel set in 18k gold earrings, - Vogue, April 2012

‘Chandelier’ diamonds, black diamonds, topaz and citrine set in 18k gold earrings. - Vogue, April 2012

‘Dance of The White Peacock’ diamonds and pearls set in 18k gold earrings. - Vogue, April 2012


Retail - Design

(Compiled by Pradnya Patil)

Diamonds set in 18k gold pendant. - Vogue, March 2012

Black and white diamonds set in 18k white gold earrings.- Vogue, March 2012

Tanzanite set in platinum earrings.- Vogue, March 2012

Peacock sapphires and brilliant-cut diamonds set in platinum brooch. - Vogue, March 2012

“Crescent Plumage” earrings.- Vogue, March 2012

Citrine and tourmaline earrings. - Vogue, March 2012

Ring features a 2.5k yellow cushion-cut diamond, a 2k white cushion-cut diamond brilliant diamonds and mother of pearl detailing. - Vogue, March 2012

Ring - Vogue, March 2012

Parrot motif earrings, - Hi Blitz, March 2012

Art deco ring in white diamonds and emerald.- Hi Blitz, March 2012

Tiger Necklace, - Hello, March 2012

Ring - Hello, March 2012

Limelight garden party ring - Hello, March 2012

A tribute to Greek mythology, pendant is named after Arachne, a skilful weaver who, legend has it, offended goddess Athena with her talent. As punishment, Athena cursed Arachne to spin forever, and transformed her into a spider. - Vogue, March 2012

Hand painted kundan peacock motif set in 22k oxidized gold pendant. - Vogue, March 2012

‘Panthere De Cartier’ emeralds, onyx and diamonds set in platinum earrings. - Vogue, April 2012

| 35retailjewellerindiaawards.com |

Retail - StoresRetail - Stores

RETAIL INNOVATION

KGK group prepares for a new homecoming after capturing the pro-Indian sentiment in China and Hongkong with its retail chain

brand . Preeta Agarwal take a tour of the brand’s newly launched third exclusive showroom in the capital’s most

premium jewellery highstreet. Preeta Agarwal finds out more about the new store in the capital.

Entice

A NEW ERAStarted in 1905, KGK opened its diamond jewellery boutique in Delhi, early March this year. With the launch of its store in Delhi, Entice marks the beginning of a new era in India in the precious jewellery industry as their products sport international design aesthetics and a remarkable craftsmanship at par with international standards. The boutique was inaugurated by Arvind Singh Mewar of Udaipur.

TRULY DELHITEThe new store is the first stand-alone boutique in Greater Kailash 1, which is in the heart of Delhi. M Block market, one of the few markets to survive the mall culture

Sanjay KothariVice Chairman- KGK group.

ENTICE, New Delhi

We have plans to open expand our retail presence in India soon and take special efforts to elevate the luxury retail shopping experience to new heights”

36| | 37retailjewellerindia.com | retailjewellerindiaawards.com |

Retail - StoresRetail - Stores

RETAIL INNOVATION

KGK group prepares for a new homecoming after capturing the pro-Indian sentiment in China and Hongkong with its retail chain

brand . Preeta Agarwal take a tour of the brand’s newly launched third exclusive showroom in the capital’s most

premium jewellery highstreet. Preeta Agarwal finds out more about the new store in the capital.

Entice

A NEW ERAStarted in 1905, KGK opened its diamond jewellery boutique in Delhi, early March this year. With the launch of its store in Delhi, Entice marks the beginning of a new era in India in the precious jewellery industry as their products sport international design aesthetics and a remarkable craftsmanship at par with international standards. The boutique was inaugurated by Arvind Singh Mewar of Udaipur.

TRULY DELHITEThe new store is the first stand-alone boutique in Greater Kailash 1, which is in the heart of Delhi. M Block market, one of the few markets to survive the mall culture

Sanjay KothariVice Chairman- KGK group.

ENTICE, New Delhi

We have plans to open expand our retail presence in India soon and take special efforts to elevate the luxury retail shopping experience to new heights”

36| | 37retailjewellerindia.com | retailjewellerindiaawards.com |

Retail - Stores

tactile shopping experience, which is contemporary in appeal to enhance the international jewellery, yet keeping it very traditional at heart.

Jitender Jain, Director, Entice says, “DCA understood that luxury retail requires a high level of

sophistication and style. For Entice, we had given them a task of creating an atmosphere of opulence, appealing to all senses in retail spaces and sending a message of exclusivity along with being contemporary, yet traditional and appealing in equal measures to clientele of all ages.”

HERITAGE MEETS CONTEMPORARYThe facade is made up with a classy display of exclusive jewellery to attract one in the first sight. The display is backed by an opaque fusion glass, which allows a little light to pass, but also restricts complete view of the showroom in the first go giving full emphasis to the display. A large clear glass door allows one to peek inside into a plush boutique with a warm ambience created by cove white lights. The Irish brown Italian marble walls on both sides of the

gracefully, is famous for its lined corridors of exclusive stores and especially for precious jewellery. The boutique is designed for retail keeping in sync with traditional heritage roots by DCA Architects, headed by Rahul Bansal. DCA was briefed to create an intriguing and


Retail - Stores

diamond flowers in jewellery to floral wallpapers for the lounge and fresh flowers to greet the clients. A well groomed and knowledgeable sales staff dressed immaculately in neutral shades of grey, eagerly waits to assists its clients to choose their most

treasured jewels. Every counter with its jewellery display and the back wall display is a section in its own with a backlit onyx panel from Afghanistan, encased in a mughal inspired arch frame with a jewellery display in the center. The wall displays are spaced out giving emphasis to each piece displayed individually in the windows. Suited to the jewellery, the décor is not overdone and is classy yet pristine. Chairs in a striped beige fabric give comfort to the clients allowing them to focus better on the jewellery.

AMPLE SEATING SPACEThe seating arrangement is done specially to create privacy for each client with curved counters and plush chairs. For clients in need of a more informal and relaxed approach, an opulent lounge is created at the back end of the

boutique with imported wallpapers and a Venetian chandelier to create the mood. The shopping experience is enhanced with fresh beverages and delectables offered to the clients by the courteous staff.Together, Entice creates a memorable experience with a modern palatial impression making one feel like a queen… ready to be bestowed with magnificent jewels.

store reflects the elaborate crystal chandelier lights from Venice and welcomes one into the 1200 sq. ft. boutique. A subtle mix of LED lights to save energy and CDMT light to increase the intensity of light, adds to the sparkle of diamonds. The interiors in shades

of beige and browns, with shimmer paint for the walls, make the diamond jewellery quite catchy.

The main area of the boutique is made up of Italian Crema Marfil marble beige floor and seems to envelope one into a world full of warmth and purity. The front corridor, entrance lobby and the central pillar have floral inlay work in Australian white and Irish brown stone highlighted with cove lights. Floral inspiration for motifs continues throughout the boutique from the pears and marquise


Retail - Stores

acts as punctuations in-store.

All furniture and fixture designs are utility and functionality oriented. Specially crafted chairs with embossed back of rich leatherette is used in the store.

Nagaraja R., Director-Design, Four Dimensions Retail Design India Pvt. Ltd. could be contacted at (080) 4132-3099, 4132-3198

(RLayered textured glass has been

used as the back ground of wall displays giving richness and exclusivity to the store. Also layered solid acrylic surface with in-lit of rich cream tone forms the cash section with cut out fret articulation as background.

VISUAL MERCHANDISING AND DISPLAY, GRAPHICS AND SIGNAGEVisual merchandising is built into store design. Visual communication through graphics, signage, product highlights all have been blended and built as part of store design. Varied level display niches breaks the display monotony and brings a sense of dynamism into the store. Organic shaped visual elements with product high light breaks the monotony.

FURNITURE AND FIXTURE

ef. pic.3 )

DESIGN STRATEGY & STORE DESIGNThe strategy evolved was to design a store keeping in mind the one on one relationship, the family bonds with their customers and also keeping the tradition of 30 years and its evolvement into betterment of ambience and services. BB Jewelers entry into retail being new, lot of case studies along with client was the foremost of the task taken up.

After elaborate study of about 9 stores in Bangalore and South India, the task of designing a store which can elude warmth and richness with an open sense of display to provide a sense of exclusivity and also “boutique-ish” feel was evolved.

Non Regular displays for all sections of Gold, Silver and Diamond jewelry was the base line for the design. STORE FRONT DESIGNThe store front being just 15’ for a 2000sft store was a constraint and was kept simple to have a walking customer to have a view into the store. Store signage with brushed brass in gold finish with in-lit LED highlighted the overall strategy and positioning of a “boutique -ish” store. Indo-Italian marble with crystal clear glass, niche display and highlights in entrance greets the entrance way. The front counters back a mirrored glass

adding bigger look by reflection and also provide a sense of wideness.

INNOVATIVE USE OF MATERIALS & FINISHESThe material palette used is warm wood with rich cream. Warm wood

using regenerated veneers of walnut, rich cream water based paints along with colored layered glass formed the overall ambience.The ambience bright and rich exudes a sense of assurance and confidence similar to that of a traditional jewellery brand. (Ref. pic 1)

Flooring using marble strain vitrified tiles and rich Sil stone combination of contrasts provides a perspective to the store ambience (Ref pic 1). Diamond counters using rich painted black glass with white LED lights is a differentiator and provides the due importance to the section. The Diamond section display is on a sculptural approach of a diamond with rough black stone finish (Ref. pic 2).

Free standing independent units at various zones of the store for free browsing of exclusive and high light products from the portfolio

INSTORE VM

Retail - Stores

CLIENT & BRAND BRIEFThe client brief was very simple and straight. “To create a store which can provide re-assurance to the existing clienteles of a family run jewelry business from a small room of their house.” Banglore based B B Jewellers have their own specific clientele and were looking forward to foraying into organized retail from a home business back ground. Having experience of more than 30 years in the business, the store had to provide a sense of indulgence and exclusivity similar to that of personalized retail environment in a house.

Nagaraja R.Director-Design, Four Dimensions Retail Design India Pvt. Ltd.

The expectation of present day customer is very different and demanding. It is also becoming more market independent. A customer's decision can be based on the store ambience and design apart from the service angle.”

Giving new definition to boutique stores

42 | | 43retailjewellerindia.com | retailjewellerindiaawards.com |

Retail - Stores

acts as punctuations in-store.

All furniture and fixture designs are utility and functionality oriented. Specially crafted chairs with embossed back of rich leatherette is used in the store.

Nagaraja R., Director-Design, Four Dimensions Retail Design India Pvt. Ltd. could be contacted at (080) 4132-3099, 4132-3198

(RLayered textured glass has been

used as the back ground of wall displays giving richness and exclusivity to the store. Also layered solid acrylic surface with in-lit of rich cream tone forms the cash section with cut out fret articulation as background.

VISUAL MERCHANDISING AND DISPLAY, GRAPHICS AND SIGNAGEVisual merchandising is built into store design. Visual communication through graphics, signage, product highlights all have been blended and built as part of store design. Varied level display niches breaks the display monotony and brings a sense of dynamism into the store. Organic shaped visual elements with product high light breaks the monotony.

FURNITURE AND FIXTURE

ef. pic.3 )

DESIGN STRATEGY & STORE DESIGNThe strategy evolved was to design a store keeping in mind the one on one relationship, the family bonds with their customers and also keeping the tradition of 30 years and its evolvement into betterment of ambience and services. BB Jewelers entry into retail being new, lot of case studies along with client was the foremost of the task taken up.

After elaborate study of about 9 stores in Bangalore and South India, the task of designing a store which can elude warmth and richness with an open sense of display to provide a sense of exclusivity and also “boutique-ish” feel was evolved.

Non Regular displays for all sections of Gold, Silver and Diamond jewelry was the base line for the design. STORE FRONT DESIGNThe store front being just 15’ for a 2000sft store was a constraint and was kept simple to have a walking customer to have a view into the store. Store signage with brushed brass in gold finish with in-lit LED highlighted the overall strategy and positioning of a “boutique -ish” store. Indo-Italian marble with crystal clear glass, niche display and highlights in entrance greets the entrance way. The front counters back a mirrored glass

adding bigger look by reflection and also provide a sense of wideness.

INNOVATIVE USE OF MATERIALS & FINISHESThe material palette used is warm wood with rich cream. Warm wood

using regenerated veneers of walnut, rich cream water based paints along with colored layered glass formed the overall ambience.The ambience bright and rich exudes a sense of assurance and confidence similar to that of a traditional jewellery brand. (Ref. pic 1)

Flooring using marble strain vitrified tiles and rich Sil stone combination of contrasts provides a perspective to the store ambience (Ref pic 1). Diamond counters using rich painted black glass with white LED lights is a differentiator and provides the due importance to the section. The Diamond section display is on a sculptural approach of a diamond with rough black stone finish (Ref. pic 2).

Free standing independent units at various zones of the store for free browsing of exclusive and high light products from the portfolio

INSTORE VM

Retail - Stores

CLIENT & BRAND BRIEFThe client brief was very simple and straight. “To create a store which can provide re-assurance to the existing clienteles of a family run jewelry business from a small room of their house.” Banglore based B B Jewellers have their own specific clientele and were looking forward to foraying into organized retail from a home business back ground. Having experience of more than 30 years in the business, the store had to provide a sense of indulgence and exclusivity similar to that of personalized retail environment in a house.

Nagaraja R.Director-Design, Four Dimensions Retail Design India Pvt. Ltd.

The expectation of present day customer is very different and demanding. It is also becoming more market independent. A customer's decision can be based on the store ambience and design apart from the service angle.”

Giving new definition to boutique stores

42 | | 43retailjewellerindia.com | retailjewellerindiaawards.com |

Fashion magazine selectedVisibility Index and Press Play are compiled by counting advertising pages and editorial features in top fashion and lifestyle publications each month. Magazines surveyed include: (H), (VO), (Fe), (CO), (EL), (VE), (BZ), (HI)Hello Vogue Femina Cosmopolitan Elle Verve Bazaar Hi Blitz

Who Advertised Where.

VisibilityINDEX

Who Advertised Where.

March 2012

Retail - Marketing

February 2012

12 PAGESNirav ModiVE 1(DS)/HI 1(DS)/EL 1(DS)/H 1(DS)/FE 1(DS)/ VO 1(DS)10 PAGESHazoorilal JewellersFE 1(DS)/H 1(DS)/FE 2(DS)/VO 1(DS)9 PAGESMahesh Notandass Fine JewelleryVE 1(DS)/OK 1(DS)/HI 1(DS)/EL/H 1(DS)PGIVE/FE 2(Inside Gate fold)7 PAGESGiliVE/FE/OK/HI/EL/H/6 PAGESDwarkadas Chandumal JewellersVE 1(DS)/HI 1(DS)/H 1(DS)Gemfields - VE/FE/EL/H/VO/BZGitanjali JewelsFE/OK/HI/H/Manubhai JewellersHI 1(DS)/EL 1(DS)/H 1(DS)5 PAGESFarah Khan Fine JewelleryFE/HI/EL/HGehna JewellersOK 1(DS)/HI 1(DS)/HSangini Diamond JewelleryFE/OK/HI/EL/H4 PAGESAsmi - FE/EL/H/D'damas - FE/HI/ELForevermark - VE/EL/HGiantti - VE/FE/HRose - VE 1(DS)/H 1(DS)Talwarsons - HI 1(DS)/EL/HVaruna D Jani - OK 1(DS)/HI 1(DS)3 PAGESAlpana Gujral - VE/EL/VODiya Diamond Jewellery - FE/HI/HNakshatra - FE/HP C Chandra Jewellers - FE/ELPCJ - FE/H/VORoopa Vohra - VE/H/FE

2 PAGESFarah Khan Fine Jewellery - BZ/VOGaja - FE/HGehna Jewellers - BZ/VOJaipur Gems - VO 1(DS)Khanna Jewellers - VO 1(DS)Malabar Gold - FEMahesh Notandass Fine Jewellery - BZ/VOManubhai Jewellers - VO 1(DS)Midas - H/FEPure Gold Jewellers - FE/ELRasvihar - FERose - VO 1(DS)Zoya - EL 1(DS)1 PAGEAgni CZ Gold Jewels - FEAlpana Gujral - BZAnmol Jewellers - VOBegani Jewels - HBholasons - VODiamantina - VOForevermark - VOGala and Brothers - FEgdivas - HIGolecha's Jewels - HGRT Jewellers - FEGujranwala Jewellers - ELH M Diwan - HJoyalukkas - FEKhanna Jewellers - HLe Solitiare - ELMoksh - VONazraana by Rio Tinto - FENizam - Gitanjali - HNotandas Jewellers - VE 1(DS)P N Gadgil & Company - FERazwada - HRivaaz - OKShuddhi Jewels - OKSIA - FESwarovski - FETara Jewellers - ELTBZ - FEThakorlal Hiralal - VOTtva - ELWaman Hari Pethe Sons - FEQUARTER PAGEMangal Gold Palace - FEVVS Jewels - FE

15 PAGESNirav ModiFE 1(DS)/H 1(DS)/HI 1(DS)/EL 1(DS)/VE 1(DS)/VO 1(DS)10 PAGESMahesh Notandass Fine JewelleryH1(DS)/HI 1(DS)/OK1(DS)/BZ/VE 1(DS)/VO8 PAGESGitanjali JewelsFE/H/HIOK/FE/7 PAGESD'damasFE/H/HI/EL/VEFarah Khan Fine JewelleryFE/H/HI/BZ/VO6 PAGESAsmiFE/H/HI/ELGehna JewellersHI 1(DS)/OK 1(DS)/BZ/VOSangini Diamond JewelleryFE/H/OK/EL5 PAGESDiya Diamond JewelleryFE/H/HI/Roopa VohraFE/H/BZ/ELVOSwarovskiBZ/EL 1(DS)/VO 1(DS)4 PAGESAlpana Gujral - H/BZ/EL/VOGiantti - FE/H/VEGili - FE/H/HI/Manubhai Jewellers - H 1(DS)/HI 1(DS)/Nakshatra - FE/H/ELP C Chandra Jewellers - FE/ELPCJ - FE/H/VORose - VE 1(DS)/VO 1(DS)Talwarsons - H/HI 1(DS)/ELVaruna D Jani - HI 1(DS)/OK 1(DS)Zoya - VE 2(DS)3 PAGESKhanna Jewellers - H/VO 2(DS)Manubhai Zaveri - FE/VO 1 (DS)

Pure Gold Jewellers - FE/ELRasvihar - FE (3 Ad)2 PAGESAbaran - H/BZBirdhichand Ghanshyamdas Jewellers - BZ/ELForevermark - H/VOGemfields - BZ/FEGRT Jewellers - FEMidas - FE/HNotandas Jewellers - VE 1 (DS)Ranka Jewellers - FE/H1 PAGEBholasons - VODiamantina - VOGaja - FEGolecha's Jewels - HH M Diwan - HKalajee Jewellers - BZMoksh - VONazraana by Rio Tinto - FEP N Gadgil & Company - FERazwada - FERivaaz - OKSagaee - OKShuddhi Jewels - OKTtva - ELWaman Hari Pethe Sons - FE

*DS-Double Spread


An elite conclave of Knowledge, fashion profiling and exclusive buyer seller meet of West Bengal’s excellence in craftsmanship

www.incrediblekolkata.in

This exclusive show gave us the first ever opportunity to source designer handmade jewellery under one roof at the right time before the main season. Incredible Kolkata as a product label should be introduced to take this initiative at the retail level ”

July 23-24 2012, Swissotel, Kolkata

Create a new profit centre for your retail business with Incredible Kolkata's designer handcrafted jewellery.

SUNIL DATWANI Gehna Jewellers, MUMBAI

meet and engage with

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Who Got Editorial Publicity in February - March 2012

February 2012 March 2012

Retail - Marketing

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An elite conclave of Knowledge, fashion profiling and exclusive buyer seller meet of West Bengal’s excellence in craftsmanship

Indore may not have a great population of High Net Income (HNI) group, however the population of affluent mid segment and upper mid segment is quite huge. The consumption level of designer handmade jewellery is in demand in this segment. I am looking forward to Incredible Kolkata 2012”.

SUMEET ANANDPunjabi Saraf Jewellers, INDORE

www.incrediblekolkata.in

population of affluent mid segment

Indore may not have a great population of High Net Income population of High Net Income

population of affluent mid segment population of affluent mid segment and upper mid segment is quite and upper mid segment is quite huge. The consumption level of huge. The consumption level of huge. The consumption level of designer handmade jewellery is in designer handmade jewellery is in demand in this segment. I am looking forward to Incredible

SUMEET ANAND Punjabi Saraf Jewellers, INDORE

meet and work with

Create a new profit centre for your retail business with Incredible Kolkata's designer handcrafted jewellery.

July 23-24 2012, Swissotel, Kolkata

Let customers tell you what they like. Show them a range of diamond cuts and listen to their responses. Each person will have his or her own tastes. It’s important to understand those preferences. If customers like a dramatic display of light, they might choose a brilliant cut in either a round or a fancy shape. Customers who prefer a subtler look might choose a step-cut diamond. Brilliant cuts tend to show more “sparkle” than step cuts, but the latter tend to show off a diamond’s clarity and transparency. Or they might want a mixed cut, which combines the two.

Translating the

across the counter4Cs of diamonds

when it involves a financial and emotional purchase.

Explain that the value of a diamond depends on its quality and its relationship between the stone’s colour, clarity, cut and carat weight. These factors work together to determine the overall beauty – and value – of the diamond.

SELLING COLOURExplain to the customer that the most valuable diamonds display the least amount of colour, unless they are fancy-coloured diamonds in prized, strongly coloured hues. Almost all diamonds have some yellowish or brownish tints. Sometimes these tints are barely

noticeable and even more difficult to see when set in jewellery.

Small differences in colour add up to big differences in price. Customers might select a colour grade or two below when they realize they can’t see a big difference.

SELLING CLARITYClarity is a diamond’s degree of freedom from inclusions and blemishes. In most diamond grades, inclusions are not visible to the unaided eye, but their presence affects the diamond’s price. Make sure your customer understands this fact.

Customers can get a good idea

he relationship between a jeweller and This customer is built on

trust. When customers feel that the sales associate is sincerely interested in helping, they’ll regard them as a trusted advisor who will help select the right jewellery for them.

Sales associates can start this process by explaining the Four Cs of diamond quality and value.

Start by asking: “What do you know about diamonds?” Listen to the answer and invite them to learn more. Few people will refuse an opportunity to learn especially

RJ PROMOTION - GIA

show more “sparkle” than step cuts, but the latter tend to show off a diamond’s clarity and transparency. Or they might want a mixed cut, which combines the two.

SELLING CARAT WEIGHTMany people like the opulent look of a single large diamond. Others may prefer the shimmer of multiple channel-set baguettes.

The larger a diamond, the rarer it is. That’s why a diamond’s price per carat tends to increase sharply as the size of the diamond increases. But bigger is not always better. The final selection depends on a customer’s taste and budget.

Finally, don’t give customers the idea that small diamonds lack beauty and rarity. People shopping for small diamonds today might be shopping for larger diamonds in the future, and there’s a good chance they’ll turn to the trusted jeweler who guided them on their first diamond purchase.

of clarity if you let them compare two diamonds under magnification. Provide a perspective on clarity by mentioning that, according to industry estimates, less than one percent of natural diamonds are free of inclusions.

SELLING CUTA diamond’s cut affects its brilliance. A poorly cut diamond is less brilliant, even if it has good colour and clarity. The cut defines how well the diamond takes in and reflects light. Fire and scintillation are also affected by cut.

Let customers tell you what they like. Show them a range of diamond cuts and listen to their responses. Each person will have his or her own tastes. It’s important to understand those preferences. If customers like a dramatic display of light, they might choose a brilliant cut in either a round or a fancy shape. Customers who prefer a subtler look might choose a step-cut diamond. Brilliant cuts tend to

GEM AND JEWELLERY RESOURCES IN INDIAGIA grading reports and professional training are essential tools for enhancing consumer trust in the retail associate’s expertise. Such resources in India include:GIA Laboratory:GIA tests every diamond it grades for laser drilling, fracture filling, irradiation, high pressure/high temperature (HPHT) and chemical vapor deposition (CVD) to detect known treatments and separate natural diamonds from synthetics. GIA’s laboratory in India, located in Mumbai’s Bandra Kurla Complex, accepts D-Z colour diamonds and other colours, as well as coloured stones and pearls. The Mumbai laboratory also offers laser inscription and diamond sealing services.

Grading reports are not issued for diamonds that have undergone unstable treatments, such as coating or fracture filling. And, while grading reports may be issued for diamonds that have been laser drilled, irradiated or HPHT processed, these treatments are prominently disclosed on the report.

GIA Professional Training: GIA’s Mumbai campus offers a wide variety of courses and instructional formats to meet the diverse needs of India’s jewellers and manufacturers. These formats range from on-campus programmes, lab classes, skill-building seminars and workshops, to customised corporate programmes, and online learning. Courses emphasize hands-on practical training, and include grading and identification of diamonds, coloured gemstones and pearls; the detection of the latest treatments and synthetics; professional sales training and jewellery design. GIA course are continually updated to ensure the most timely and accurate information and are taught in local languages throughout India.

48 | retailjewellerindia.com | | 49retailjewellerindiaawards.com |

Let customers tell you what they like. Show them a range of diamond cuts and listen to their responses. Each person will have his or her own tastes. It’s important to understand those preferences. If customers like a dramatic display of light, they might choose a brilliant cut in either a round or a fancy shape. Customers who prefer a subtler look might choose a step-cut diamond. Brilliant cuts tend to show more “sparkle” than step cuts, but the latter tend to show off a diamond’s clarity and transparency. Or they might want a mixed cut, which combines the two.

Translating the

across the counter4Cs of diamonds

when it involves a financial and emotional purchase.

Explain that the value of a diamond depends on its quality and its relationship between the stone’s colour, clarity, cut and carat weight. These factors work together to determine the overall beauty – and value – of the diamond.

SELLING COLOURExplain to the customer that the most valuable diamonds display the least amount of colour, unless they are fancy-coloured diamonds in prized, strongly coloured hues. Almost all diamonds have some yellowish or brownish tints. Sometimes these tints are barely

noticeable and even more difficult to see when set in jewellery.

Small differences in colour add up to big differences in price. Customers might select a colour grade or two below when they realize they can’t see a big difference.

SELLING CLARITYClarity is a diamond’s degree of freedom from inclusions and blemishes. In most diamond grades, inclusions are not visible to the unaided eye, but their presence affects the diamond’s price. Make sure your customer understands this fact.

Customers can get a good idea

he relationship between a jeweller and This customer is built on

trust. When customers feel that the sales associate is sincerely interested in helping, they’ll regard them as a trusted advisor who will help select the right jewellery for them.

Sales associates can start this process by explaining the Four Cs of diamond quality and value.

Start by asking: “What do you know about diamonds?” Listen to the answer and invite them to learn more. Few people will refuse an opportunity to learn especially

RJ PROMOTION - GIA

show more “sparkle” than step cuts, but the latter tend to show off a diamond’s clarity and transparency. Or they might want a mixed cut, which combines the two.

SELLING CARAT WEIGHTMany people like the opulent look of a single large diamond. Others may prefer the shimmer of multiple channel-set baguettes.

The larger a diamond, the rarer it is. That’s why a diamond’s price per carat tends to increase sharply as the size of the diamond increases. But bigger is not always better. The final selection depends on a customer’s taste and budget.

Finally, don’t give customers the idea that small diamonds lack beauty and rarity. People shopping for small diamonds today might be shopping for larger diamonds in the future, and there’s a good chance they’ll turn to the trusted jeweler who guided them on their first diamond purchase.

of clarity if you let them compare two diamonds under magnification. Provide a perspective on clarity by mentioning that, according to industry estimates, less than one percent of natural diamonds are free of inclusions.

SELLING CUTA diamond’s cut affects its brilliance. A poorly cut diamond is less brilliant, even if it has good colour and clarity. The cut defines how well the diamond takes in and reflects light. Fire and scintillation are also affected by cut.

Let customers tell you what they like. Show them a range of diamond cuts and listen to their responses. Each person will have his or her own tastes. It’s important to understand those preferences. If customers like a dramatic display of light, they might choose a brilliant cut in either a round or a fancy shape. Customers who prefer a subtler look might choose a step-cut diamond. Brilliant cuts tend to

GEM AND JEWELLERY RESOURCES IN INDIAGIA grading reports and professional training are essential tools for enhancing consumer trust in the retail associate’s expertise. Such resources in India include:GIA Laboratory:GIA tests every diamond it grades for laser drilling, fracture filling, irradiation, high pressure/high temperature (HPHT) and chemical vapor deposition (CVD) to detect known treatments and separate natural diamonds from synthetics. GIA’s laboratory in India, located in Mumbai’s Bandra Kurla Complex, accepts D-Z colour diamonds and other colours, as well as coloured stones and pearls. The Mumbai laboratory also offers laser inscription and diamond sealing services.

Grading reports are not issued for diamonds that have undergone unstable treatments, such as coating or fracture filling. And, while grading reports may be issued for diamonds that have been laser drilled, irradiated or HPHT processed, these treatments are prominently disclosed on the report.

GIA Professional Training: GIA’s Mumbai campus offers a wide variety of courses and instructional formats to meet the diverse needs of India’s jewellers and manufacturers. These formats range from on-campus programmes, lab classes, skill-building seminars and workshops, to customised corporate programmes, and online learning. Courses emphasize hands-on practical training, and include grading and identification of diamonds, coloured gemstones and pearls; the detection of the latest treatments and synthetics; professional sales training and jewellery design. GIA course are continually updated to ensure the most timely and accurate information and are taught in local languages throughout India.

48 | retailjewellerindia.com | | 49retailjewellerindiaawards.com |

EXPERT SPEAK

Can the Save a in Sales?

Repair DepartmentPoor Spring

Retail - Personalities

You’ll find if you constantly advertise the shop and its services your business will greatly increase. Reason? More than just advertising the shop many other jewelers never advertise the shop! You’ll probably be the only jeweler advertising a service almost every home in America needs.”- David Geller

David Geller is a 14th generation jeweller. He can be reached at [email protected]

David Geller

or many jewelers the end of March and early April are slow. For us around tax Ftime it was almost dead. It hurt cash

flow and took months to play catch up. So we started a yearly tradition for the spring. In early march we sent out direct mail to our whole customer list advertising the shop and also used this time to push the sale of old merchandise.

We advertised in general:

Jewelry repair of all types

Custom designing (we would use the customers gold-this was really BIG business for us)

Design using our loose gemstones

Buy older merchandise, the older it was the more it was discounted. The customer didn’t know that but they saw the increase in discounts on merchandise.

We sent out large size postcards and then went to multi page small catalogue. The response was awesome.

When we advertised jewelry repair we actually gave examples. There was a picture of a ring with a separated shank. Next to it was a before and after picture:Save 20% on jewelry repair:Example:Ring sizing smaller $30 Sale! $24.00Same type of advertising for designing new jewelry. Most stores who custom design jewelry from either

ŸŸŸ

ŸŸ

Cad/Cam or start with a block of wax charge $400 to $600 to start. We had 1000+ wax models we showed customers and if they chose an already made wax we charged $195 to make any ring with their gold! But a majority of customers did opt for having something custom made and that started at $450. So the advertising was:“Custom design a new ring just for you! Use your own gold and stones and save money.Prices start at only $195”

The direct mail was sent out in mid to late March. Later March we started to take in a lot of repairs and custom work, which continued though the end of April. But man April was great, going from being a 25% off month to a break even month and May soon became our second best month, next to December! That’s when a lot of the customer work was being picked up.

Within a few years April became a great month and May again became even bigger than years past.All from direct mail advertising the shop. We only had a sale on the shop two times a year. The other was in August to compete with “back to school” business.

You’ll find if you constantly advertise the shop and its services your business will greatly increase. Reason? More than just advertising the shop many other jewelers never advertise the shop! You’ll probably be the only jeweler advertising a service almost every home in America needs.


Harshad Ajoomal

PERSONAL OPINION


Branding and Marketing LUXURY Fine Jewellery Today

he word luxury is highly overused and abused today. The word is being used Tto market everything – from soaps to

automobiles to deodorant. Before we dwell on the concept of luxury in our industry, we must understand what it means and its broad definition.

What is a luxury brand? It is one under which the product being sold is selective and exclusive. The product must have the attributes of being scarce, well-made & not-easy-to-reproduce. It should be sophisticated and should reflect refined taste. It should be sold in an environment which has the becoming of the brands ethos.

The luxury client today - looking for something creative and artistic We must understand that the luxury consumer doesn’t need to have this product or piece of jewellery he doesn’t need to “consume” anything – so we can say that there really is no luxury product but special objects which the client wants to acquire which they may use or may just feel the urge to own.

A luxury consumer has the surplus income that enables them to achieve such purchasing activities. Since there is no “need” the object must have some artistic relevance and appeal charged with emotional and social content. Several studies have shown that the very rich, the rich and the not-so-rich –are all possible clients – not only the super rich. We must aim at all groups because the “not-so-rich” consumer of today may be the rich or super rich client of tomorrow who has aspired for your product because of visible and long-term marketing of your brand.

This client or the consumer is always changing and so should our product and marketing with them. For example, a young consumer of today might use a pair of Zara or Levis jeans in the morning with her certified solitaire diamond earrings and might be shopping at Reliance or Natures Basket. But, she might move into Adidas tracks for her evening workout and might end the day with a Rohit Bal outfit and couture fine jewellery. Consumers today especially in the 20-45 years of age group are fluid

When I meet and brainstorm with trade people, I ask them what’s your YOY growth and they say, “Oh, we sold 5,000 carats more this year in jewellery than last year” Do you think the top brass at a Louis Vuitton board meeting will ever discuss how much leather they sold this year or at Armani how many meters of silk?”

Harshad Ajoomal


Partnering to build

India’s Elite Circle of Excellence

www.gemfields.co.uk | www.retailjewellerindiaawards.com

8th

AWARDS 2012



and have new expectations and new patterns of behavior. We must observe our clients’ tastes and changing needs and accordingly design and stock our products.

Brand identity Brand identity is extremely important as it is the foundation and essence of a brand. All designing, marketing and sales activities, promotions and literature are manifestations of the brand identity. For example, in brands like Donna Karan, BMW, Tiffany are known for an aesthetic which is classic with clearly defined lines, contours and saturated colors.

On the other hand, brands such as Ferrari, Lamborghini, Dolce & Gabbana, Versace and De Grisogono are characterized & lean towards the modern baroque style with curves and crisscrosses and lots of deep colors.

Brand identity is crucial for long term development of a brand and for a client to identify with. For instance, someone wanting a sexy silhouette knows that she can look at Versace and find it there, just like as someone looking for bold statement jewellery pieces knows De Grisogono will have what they are looking for. The luxury industry today and competing products to jewelleryTODAY the jewellery industry competes with products such as leather accessories, apparel, designer furniture and homeware, art and sculpture, travel and food and drinks for the same discerning clients’ wallet and none of these industries work on the capital

investment to profit margins RATIO that we do. The Indian luxury market is still nascent as far as

brand development and brand building is concerned in the local luxury sphere. But, it has started in apparel (Tarun Tahliani for classics in muted shades, Sabyasachi, Rohit Bal etc) and in a few other spaces like high-end furniture etc. It’s time for our industry to wake up, shed the image of the commodity and focus on value addition through design and branding in the luxury jewellery sphere. When I meet and brainstorm with trade people, I ask them what’s your YOY growth and they say, “Oh, we sold 5,000 carats more this year in jewellery than last year” instead of “Oh! Our margins have increased by 5% YOY & resulting in a profit increase of …… %”. Do you think the top brass at a Louis Vuitton board meeting will ever discuss how much leather they sold this year or at Armani how many meters of silk? It’s time to change our thinking and invest and secure ourselves as well as the industry a long term healthy bottom-line.

Harshad Ajoomal is a fine jewellery designer with 20 years experience in the international and local market. He now sells under his brand H.ajoomal. He consults occasionally for jewellery companies if a project piques his interest and loves to travel and be inspired by beautiful things around the world.

(Views expressed in the article are of the author)

+91 9167252612Contact Sagar at


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FOCUS ON INTERNAL CUSTOMER SATISFACTION


(As told to Apurba Biswas)

FRESH IDEAS FOR BETTER MARKETING

CREATING NEW TOUCHPOINTS

The other important aspect in building a brand is internal customer satisfaction. I feel very strongly about nurturing the sales staff at the showroom. All our efforts should not be directed towards the external customers. If we keep our staff members happy then we can be assured that our customers will also be happy and they would love to come back. If the working environment is good then we will get better results. Through different activities their minds remain fresh and they feel happy in working at the showroom. I make special effort in keeping them motivated and inspired to perform better each day.

Our business is 75 years old. In all these years we serviced them well but never really strived to indulge them and engage them with the brand. With the rise in competition, brand engagement is becoming crucial for retaining old customers. From the time I have taken over, I have introduced small touch points for customers. We recently launched a new store in Andheri- West, Mumbai and we had sent gifts to our selected top loyal customers. What happens with these personalized gestures is that the customer feels special and they like to come back again and again to places where they are made to feel good. These activities help us take the customer relationship to a different level.

In all these years we have focused only on advertising in newspapers but have not always got the desired results. The primary reason being that the cost of advertisement is huge and it also does not stand out amongst the many ads published in the newspaper. Therefore I plan to shift to promotions through Radio and Banners and Hoardings. Not only will the cost go down but the same ad will give a higher recall value. Also, I would like to hire more fresh MBA graduates in my marketing team; they do not carry any baggage and bring in fresh ideas along with them.

PLANS for the future

Puja Punamiya - Design and Marketing Head, Kundan Jewellers Pvt Ltd

THE MAVERICK GREENHORN


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Open smaller stores new catchments to complement your flagship store: I think opening small-size store makes sense if you decide to open within the vicinity of your flagship store. Opening big store will cannibalize the market of your flagship store. The Calicut store is 4000 + square-feet and the area of Vadakara and Manjeri stores is less than 1000 square-feet. In the following years, some other jewellers opened bigger stores there, as these two small-towns are rich with NRI-fund. We did not compete with them, because our objective is quite different. Those smaller stores are acting as the extension to our flagship store. Also through small nodal stores, you can localize your promotions and penetrate deep into the market. You can expand your promotional footprint more effectively and drive traffic to your flagship store. Retail localization is becoming important and this is an effective way to gain market share.

Conceptual acceptance of the idea of expansion: The biggest mental bloc family jewellers have is that they don't want to give up the authority. They want to control everything of their own. That's the biggest hindrance to expansion. First, try to build a consensus among the members of your family and then go for expansion. Otherwise, your idea of expansion will

The biggest mental bloc family jewellers have is that they don’t want to give up the authority.First, try to build a consensus among the members of your family and then go for expansion. Otherwise, your idea of expansion will find several bottlenecks and die an untimely death.”

Expansion - Sutra for Family JewellersRavinath Mohandas, Managing Director, VNM Jewel Craft Ltd. on how small family jeweller can go about with expansion.


Expansion - Home and AwayPEARLS OF WISDOM

Darpan Anand, Director, Punjab Jewellers, Indore on the issues he faced while opening stores in his hometown Indore and in Bhopal

There is also an advantage of opening multiple stores in a single city. Through several outlets in the same city one can negate the competition from new players. They won’t be able to anchor their ship firmly, as you already have your presence everywhere and for every consumer segment.

(As told to Niladri S Nath)

Complacent consumers: That is what we had found when we first tried to open our showroom in Bhopal in 2007. We found that the consumers were very happy with the 18K gold jewellery that they had been getting from the local jewellers and did not want to look beyond that. Fortunately, we had a great marketing team who worked hard to attract buyers to our store in Malviya Nagar by launching various consumers-connect programme. Through these programmes we were able to attract their attention towards 22K gold.

Swim against the tide, but be futuristic: When everyone concluded that opening a store in a shopping mall was not a feasible idea and that too in a city like Bhopal, we thought otherwise. In 2009, we decided to open our second store in Bhopal at DB City Mall and we relied completely on our research feedback that underlined the fact that people in Bhopal are passionate about shopping at malls. Moreover, the DB City Mall which has been developed by the Dainik Bhaskar Group is very unique in terms of architecture and design.

Targeting different in-city-catchments: We renovated and expanded our M G Road store in the mid-nineties to make it our flagship store in Indore. The plush 10,000 square-feet store has since then been attracting several high-end clienteles. But in a way, it has alienated the burgeoning middle-class consumers from us who felt somehow awkward to enter into the store to buy jewellery. Hence, we opened a store at Sapna Sangeeta Road in Indore in 2011 which caters to the middle-class segment. There is also an advantage of opening multiple stores in a single city. Through several outlets in the same city one can negate the competition from new players. They won’t be able to anchor their ship firmly, as you already have your presence everywhere and for every consumer segment.


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SALES TALK

Retail - Staff

to products only. Jewellers are now focusing on how to offer a memorable shopping experience to the buyers. They are making every possible effort to make customers feel at ease in their stores. The bottom-line is that you have to make your customers feel special when they step into your store. If you are not making them feel special, there is something missing at your store. Customers are now the king and they are calling the shots. You have to make them feel special.

A hospitable environment at the store creates a special bonding

between the jeweller and the customers. The interaction between the customers and the sales staff should be personalized, cordial and friendly.

We train our sales staff likewise. In the absence of the owner, they give a truly royal treatment to the customers. The sales staff should also be extra-cordial with their loyal customers. The jeweller or the sales staff should take the initiative to take the relationship beyond jewellery. They can establish a long-lasting rapport with their loyal customers by including some personal elements into the

MAKE YOUR CUSTOMERS FEEL SPECIAL In jewellery retail nowadays, needless to say, competition is getting fiercer day by day. When you have hundred other jewellers vying for buyers’ attention along with you, it’s the customers who have become the true game-maker. The fate of our business is hanging with the customers’ whims and fancies, choices and preferences.

It’s the customers who are ruling the roost now. Hence, the in-store environment has become extremely customer-driven. The competition is no longer restricted

Customer and Youth: True Assets of Business

It’s the customers who are ruling the roost now. Hence, the in-store environment has become extremely customer-driven. The competition is no longer restricted to products only. Jewellers are now focusing on how to offer a memorable shopping experience to the buyers. They are making every possible effort to make customers feel at ease in their stores. The bottom-line is that you have to make your customers feel special when they step into your store.”

Rajesh PathiPathi JewellersBangalore

Jewellery

Make your customers feel special every time they drop in to your store.

Welcome,

Mr. and Mrs.

Chopra!

How are you?


Retail - Staff

PERSONALIZED DISCOUNT PROGRAMME – WAY TO MAKE YOUR CUSTOMERS FEEL SPECIAL Personalized customer-connect programme is something that lots of jewellers have introduced with varied success. Like any other jeweller, we maintain a database of our regular and loyal clients that includes important days of their lives. What we have done is that we have personalized the discount promotion. On that special day of the customer’s life, we send greeting card, wishing her and offering her exclusive and specialized discount offer. That way you can make your customers feel special.

LEVERAGING THE POWER OF YOUTH IN SALES Bangalore is no longer the kind of

You should know where to stop.We are in the business of

jewellery retail for more than a 100 years right now. Earlier, our entire emphasis was on product. The product was the ultimate decider. Things like hospitality was not that much important. The buck used to stop with the product. But things have changed drastically over the years.

The basic consumer psychology says that the buyers love to be flattered. As a jeweller, you are not doing anything special. You are just exploiting that aspect to your advantage. You are giving buyers the reason to visit and buy from your store.

Also, offering specialized treatment to your loyal customers doesn’t mean that you have to be extra-sweet and extra-nice to them. You can offer them facilities like flexibility in payment process to win their hearts.

conversation i.e. well-being of the family members, latest developments in the family-front or professional sphere. That’s how you can develop long-lasting relationship with your customers. In my opinion, in the jewellery business, customer is the only asset and everything else is liabilities. Making your sales staff and your store hospitable, making your customers feel special and pampering your customers is some intangible investment you make towards your business that will continue giving you long-term benefits.

However, the rule also says that there is a fine line between being reasonably hospitable and unnecessarily generous. You have to do a real balancing act so that your act of generosity doesn’t get misinterpreted by the prospective buyers. In your mission to make your customers feel special, you shouldn’t create any awkward situations at your store for them.

Personalized discounts attract customers’ attention faster.

Jewellery

Darling, Oxxl

Jewels is offering

fabulous discount

on our marriage

anniversary!


I think, we

should take

Ganesh on

board.

A management graduate with an aspiration to lead a company someday can’t fulfill their dreams if they join a family jeweller. Hence, we, the family jeweller, should be liberal in our approach and give deserving youngsters to realize their ambition.”


SALES TALK

Retail - Staff

to products only. Jewellers are now focusing on how to offer a memorable shopping experience to the buyers. They are making every possible effort to make customers feel at ease in their stores. The bottom-line is that you have to make your customers feel special when they step into your store. If you are not making them feel special, there is something missing at your store. Customers are now the king and they are calling the shots. You have to make them feel special.

A hospitable environment at the store creates a special bonding

between the jeweller and the customers. The interaction between the customers and the sales staff should be personalized, cordial and friendly.

We train our sales staff likewise. In the absence of the owner, they give a truly royal treatment to the customers. The sales staff should also be extra-cordial with their loyal customers. The jeweller or the sales staff should take the initiative to take the relationship beyond jewellery. They can establish a long-lasting rapport with their loyal customers by including some personal elements into the

MAKE YOUR CUSTOMERS FEEL SPECIAL In jewellery retail nowadays, needless to say, competition is getting fiercer day by day. When you have hundred other jewellers vying for buyers’ attention along with you, it’s the customers who have become the true game-maker. The fate of our business is hanging with the customers’ whims and fancies, choices and preferences.

It’s the customers who are ruling the roost now. Hence, the in-store environment has become extremely customer-driven. The competition is no longer restricted

Customer and Youth: True Assets of Business

It’s the customers who are ruling the roost now. Hence, the in-store environment has become extremely customer-driven. The competition is no longer restricted to products only. Jewellers are now focusing on how to offer a memorable shopping experience to the buyers. They are making every possible effort to make customers feel at ease in their stores. The bottom-line is that you have to make your customers feel special when they step into your store.”

Rajesh PathiPathi JewellersBangalore

Jewellery

Make your customers feel special every time they drop in to your store.

Welcome,

Mr. and Mrs.

Chopra!

How are you?


Retail - Staff

PERSONALIZED DISCOUNT PROGRAMME – WAY TO MAKE YOUR CUSTOMERS FEEL SPECIAL Personalized customer-connect programme is something that lots of jewellers have introduced with varied success. Like any other jeweller, we maintain a database of our regular and loyal clients that includes important days of their lives. What we have done is that we have personalized the discount promotion. On that special day of the customer’s life, we send greeting card, wishing her and offering her exclusive and specialized discount offer. That way you can make your customers feel special.

LEVERAGING THE POWER OF YOUTH IN SALES Bangalore is no longer the kind of

You should know where to stop.We are in the business of

jewellery retail for more than a 100 years right now. Earlier, our entire emphasis was on product. The product was the ultimate decider. Things like hospitality was not that much important. The buck used to stop with the product. But things have changed drastically over the years.

The basic consumer psychology says that the buyers love to be flattered. As a jeweller, you are not doing anything special. You are just exploiting that aspect to your advantage. You are giving buyers the reason to visit and buy from your store.

Also, offering specialized treatment to your loyal customers doesn’t mean that you have to be extra-sweet and extra-nice to them. You can offer them facilities like flexibility in payment process to win their hearts.

conversation i.e. well-being of the family members, latest developments in the family-front or professional sphere. That’s how you can develop long-lasting relationship with your customers. In my opinion, in the jewellery business, customer is the only asset and everything else is liabilities. Making your sales staff and your store hospitable, making your customers feel special and pampering your customers is some intangible investment you make towards your business that will continue giving you long-term benefits.

However, the rule also says that there is a fine line between being reasonably hospitable and unnecessarily generous. You have to do a real balancing act so that your act of generosity doesn’t get misinterpreted by the prospective buyers. In your mission to make your customers feel special, you shouldn’t create any awkward situations at your store for them.

Personalized discounts attract customers’ attention faster.

Jewellery

Darling, Oxxl

Jewels is offering

fabulous discount

on our marriage

anniversary!


I think, we

should take

Ganesh on

board.

A management graduate with an aspiration to lead a company someday can’t fulfill their dreams if they join a family jeweller. Hence, we, the family jeweller, should be liberal in our approach and give deserving youngsters to realize their ambition.”


Retail - Staff

GRAVITATING THE YOUTH TO THE INDUSTRYThe jewellery business hasn’t been able to attract bight young minds to the industry. That’s really a worrying factor for owners. There are two things that motivate youngsters to join any industry – financial growth and career growth. The aspect of financial growth is something that we can address. But what dissuades them from joining the industry is that lack of robust career growth. If you look at the organizational hierarchy of a big family jeweller, you will find that the management positions and decision-making authority rest with the members of the family. A management graduate with an aspiration to lead a company someday can’t fulfill their dreams if they join a family jeweller. Hence, we should be liberal in our approach and give deserving youngsters a chance to realize their ambition. (As told to Niladri S Nath)

city that it used to be four or five decades ago. With big corporate houses and IT booms, it has become true cosmopolitan city. Hence, the jewellery consumers in the city have also become younger. Therefore, along with altering the look and feel of your store and product portfolio, you have to change the look and feel of your sales staff as well. With the average age of the consumers in the metro city is getting younger, you have to make sure that when a young man or woman drops in to your store, there is always a young sales staff attending him or her. Young mind can understand the aspiration of another young mind better. There won’t be any generation gap or communication gap when two young men or women are talking to each other. Although 60% of our sales staff are senior, we make sure that young customers are always attended by young sales staff.

In business, you don't get what you deserve, you get what you negotiate. - Chester L Karrass

One customer well taken care of could be more valuable than $10,000 worth of advertising.- Jim Rohn

If we don’t take care of our customers, someone else will. There is place in the world for any business that takes care of its customers - after the sale. - Harvey MacKay.

Customers will want to talk to you if they believe you can solve their problems. - Jeffrey Gitomer

It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages.- Henry Ford

Spend a lot of time talking to customers face to face. You’d be amazed how many companies don’t listen to their customers. - Ross Perot

Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong. - Donald Porter, V.P. British Airways

Rule 1: The customer is always right. Rule 2: If the customer is ever wrong, re-read Rule 1.- Stew Leonard, CEO Stew Leonard’s

Quotable QuotesJewellery

With the average age of the consumers in the metro city is getting younger, you have to make sure that there is always young sales staff attending young customer.

Please,

try this

jewellery.

No uncle!

It’s not

my type.


Here are 7 low-cost but highly effective marketing tips to help any small business find customers and generate sales quickly. .

Don't Advertise Like a Big Business Big businesses advertise to create name recognition and future sales. A small business can't afford to do that. Instead, design your advertising to produce sales... now. One way to accomplish this is to always include an offer in your advertising and an easy way for prospective customers to respond to it.

Offer a Cheaper Version Some prospective customers are not willing to pay the asking price for your product or service. Others are more interested in paying a low price than in getting the best quality. You can avoid losing sales to many of these customers by offering a smaller or stripped down version of your product or service at a lower price.

Offer a Premium Version Not all customers are looking for a cheap price. Many are willing to pay a higher price to get a premium product or service. You can boost your average size

STEP Œ

STEP �

STEP Ž

sale and your total revenue by offering a more comprehensive product or service ...or by combining several products or services in a special premium package offer for a higher price.

Try Some Unusual Marketing Methods Look for some unconventional marketing methods your competitors are overlooking. You may discover some highly profitable ways to generate sales and avoid competition. For example, print your best small ad on a postcard and mail it to prospects in your targeted market. A small ad on a postcard can drive a high volume of traffic to your website or generate a flood of sales leads for a very small cost.

Trim Your Ads Reduce the size of your ads so you can run more ads for the same cost. You may even be surprised to find that some of your short ads generate a better response than their longer versions.

Set up joint promotions with Other Small Businesses Contact some non-competing small businesses serving customers in your market. Offer to publicize their products or services to your customers in exchange for their publicizing your services to their customers. This usually produces a large number of sales for a very low cost.

Take Advantage of Your Customers Your customers already know and trust you. It's easier to get more business from them than to get any business from somebody who never bought from you. Take advantage of this by creating some special deals just for your existing customer and announce new products and services to them before you announce them to the general market.

Also, convert your customers into publicity agents for your business. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from them is more effective than any amount of advertising - and it is much cheaper.

Courtesy Bob Leduc

www.businessknowhow.com

STEP �

STEP �

STEP ‘

STEP ’

Get Set for

SALES

Retail - Staff

Small

7 Business Marketing

Tips


Retail - Staff

MARKETING INSIGHT

required reading in the most respected MBA programs in the world. And he did all this "from scratch" to become a testament to the very principles he himself teaches. Before Levinson introduced this magic bullet of marketing, it had been a jealously kept secret known only to a select few people in the world of business. After the publication of 'Guerrilla Marketing', numerous small businesses went into 'guerrilla mode' to earn amazing success.

So, guerrilla marketing is cheap, unconventional and highly effective. It is unconventional and aggressive and relies on imagination to target customer most where they would not be expecting. Guerrilla marketing is not so much a method of marketing as a approach to marketing. It looks at ways of reaching target customers with a unique message that will cause them to take notice. Most SMEs usually do not have the money to send a marketing message to millions of potential customers. Therefore, they must look for cheap but effective ways for locating potential customers. Now that the global economy is on the verge of a doom and that our SMEs need to squeeze their marketing expenses without minimizing their advertising efforts, what could be a better solution than going guerrilla!

But how can a 'guerrilla attack' be launched? As guerrilla marketing is 'unconventional, non-traditional, not by-the-book, and extremely flexible', it is not an easy task to explain what guerrilla marketing is all about. According to Levinson, some of the principles upon which the concept of guerrilla marketing is based include the following:

This marketing tactic is specifically geared for the small businesses to enable them obtain publicity more easily than large companies.

Guerrilla marketing is primarily based on human psychology and not on experience, judgment, and guesswork.

Money is not the primary investment in guerrilla marketing; the basic requirements are time, energy, and imagination.

In guerrilla marketing, sales are not the

Ÿ

Ÿ

Ÿ

Ÿ

Going guerrilla in Marketingistory is full of guerrilla war stories where tiny, un-advanced armies Hhandily defeat much larger and more

heavily armed opponents and win.

There are similar stories in business when some starry-eyed start-up shocks the world with an highly creative, surprise-style marketing campaign that runs on a very low budget. It is called guerrilla marketing: a concept that revolutionized the world of marketing by revealing how small business owners can garner as much attention as the big players playing the advertising game in a novel and cheap way, by being "unconventional, non-traditional, not by-the-book, and extremely flexible".

Guerrilla marketing focuses efforts on low cost creative strategies to reach target customers. The approach was first coined and defined by Jay Conrad Levinson following his success in changing the image of Marlboro cigarettes from a women's product into the now famous 'Marlboro Man' approach. According to Levinson, guerrilla marketing is designed to obtain instant results with limited resources using tactics that rely on creativity, good relationship, and willingness to try different approaches.

Is guerrilla marketing effective? Let's go back again to Conrad Levinson who introduced this novel concept in his 1984 book 'Guerrilla Marketing'. After the publication of the book, the concept became so successful that Jay Conrad later wrote more than two dozen guerrilla marketing books which are today


Retail - Staff

your product, technology or area of expertise in a trade show. It may also mean writing a newsletter, distributing business cards with a link to your website on them, or any new and unconventional ways to that surprise your consumers. The internet can also be the ultimate guerrilla battlefield as it offers unlimited opportunities for businesses to reach target customers in with a unique message that will cause them to take notice. In addition, small businesses can also consider subscribing to B2B (Business to Business) portals as these websites usually come with a number of useful features like discussion forums, businesses news, newsletters, etc. that can be used and actively participated by small businesses to grab the attention of target customers.

In the past, when you had something to sell, you put ads in newspapers or magazines, made up flyers and hung a sign in your shop window. But today, you need to forgo traditional advertising and sales promotion methods and connect with customers in different and more effective ways. As a small business, you need some cheap but highly effective ways to 'strike' your target market, To do that you must be a guerrilla marketer with a creative and courageous bent of mind.

Courtesy - http://india.smetoolkit.org

primary statistic to measure a business; amount of profit is the primary statistic.

Guerrilla marketing is not to sell diverse products and services; a marketer must create a standard of excellence with an acute focus.

Guerrilla marketing is less about getting new customers and more about getting more referrals, more transactions with existing customers, and larger transactions.

Competition is not the key in guerrilla marketing; instead it suggests cooperating with other businesses and grab benefit.

In guerrilla marketing, a combination of marketing methods should be used for a campaign.

In guerrilla marketing, current technology is used as a tool to empower a business.

Let's look at some examples to have a clear idea about how guerrilla marketing tactics are used to send a marketing message. A few years back, a franchise store in New York, USA advertised a "cat shoot" to be held at the store. The advertisement created a storm as local police and animal welfare activists all oppose the programme. It generated front page stories for three straight days in local newspapers. But later found that the "cat shoot" was nothing but a three-for-a-dollar (paintball) shoot at a 6-foot high cartoon cat. While bizarre, it was tremendous successes in helping customers find their way to the store. Small businesses can use the following tools and implement their own guerrilla tactics into them -

Trade shows

Sponsorship programs

Public relations programs

Alternative media

Guerrilla marketing may mean giving lectures about

Ÿ

Ÿ

Ÿ

Ÿ

Ÿ

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Ÿ

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Ÿ


| 6968 |

At one level were the official efforts of The All India Gem and jewellery Trade Federation(AIGJTF) and Jewellery Associations to lobby with the Finance minister, Government office bearers, Members of Parliament and Ministers to make them understand their perspective on the budget proposals. At another more important level was the sense of collective anger, unity and resolve amongst all stakeholders of the industry visible in the nationwide maha rallies, manav shrinkhla (human chain), candle light marches, torch parades

and vahan jaloos. Soma Bhatta recounts the quiet rise of the movement that reached a revolutionary climax but not its end,yet.

As the industry grappled with the grim realities of a transition it never prepared for, the haunting memories of the Gold control era came rushing back. The industry revealed its vulnerability on the streets for 21days at a stretch.

ajesh Pratap Singh discovered a sense of purpose in life. Every day he woke up in the morning with a strong determination to give a louder voice to the all India jewellery community that Rerupted in protest following the proposal in the Union budget 2012-13 to levy excise on

unbranded jewellery, which overturns the previous notification exempting unbranded jewellery from excise duty. The road blocks, the chakka jam, the candle light marches, the mass rallies and everyday trade meetings became routine for a man who never looked beyond his own business of selling jewellery to the locals of Raigarh from a 100*150 sq.ft shop. After all, the pounding his business took by keeping the shutters down since 17th of March 2012 wasn’t as dispiriting as the thought of shutting it down. For him it’s do or die. If excise stays, being in business is going to be like walking on landmines every day. His is not a lone case. Irate with the new excise mandate, nationwide the jewellery industry - karigars, bullion dealers, retailers, manufacturers, wholesalers and gold valuers, in a rare display of commonality of purpose, went on a 21 day strike. They stood together in solidarity and powered a new wave of unprecedented activism.



| 6968 |

At one level were the official efforts of The All India Gem and jewellery Trade Federation(AIGJTF) and Jewellery Associations to lobby with the Finance minister, Government office bearers, Members of Parliament and Ministers to make them understand their perspective on the budget proposals. At another more important level was the sense of collective anger, unity and resolve amongst all stakeholders of the industry visible in the nationwide maha rallies, manav shrinkhla (human chain), candle light marches, torch parades

and vahan jaloos. Soma Bhatta recounts the quiet rise of the movement that reached a revolutionary climax but not its end,yet.

As the industry grappled with the grim realities of a transition it never prepared for, the haunting memories of the Gold control era came rushing back. The industry revealed its vulnerability on the streets for 21days at a stretch.

ajesh Pratap Singh discovered a sense of purpose in life. Every day he woke up in the morning with a strong determination to give a louder voice to the all India jewellery community that Rerupted in protest following the proposal in the Union budget 2012-13 to levy excise on

unbranded jewellery, which overturns the previous notification exempting unbranded jewellery from excise duty. The road blocks, the chakka jam, the candle light marches, the mass rallies and everyday trade meetings became routine for a man who never looked beyond his own business of selling jewellery to the locals of Raigarh from a 100*150 sq.ft shop. After all, the pounding his business took by keeping the shutters down since 17th of March 2012 wasn’t as dispiriting as the thought of shutting it down. For him it’s do or die. If excise stays, being in business is going to be like walking on landmines every day. His is not a lone case. Irate with the new excise mandate, nationwide the jewellery industry - karigars, bullion dealers, retailers, manufacturers, wholesalers and gold valuers, in a rare display of commonality of purpose, went on a 21 day strike. They stood together in solidarity and powered a new wave of unprecedented activism.



70 |

HOW TO BUY WITHOUT A PAN Ÿ A person without PAN will be required to

approach the assessment officer of a particular ward in the Tax Department with Form 13.

Ÿ This form will require details about his income during the last three years.”

Ÿ The Department, if satisfied, will issue a Nil Deduction Certificate.

Ÿ The whole process is likely to be completed within 15 days, after which the person can take this certificate to the jeweller, and tax will not be collected there

THE TRANSACTIONS THAT ALREADY REQUIRE PAN Ÿ Sale or Purchase of any Immovable

Property valued at Rs.5 lakh or more. Ÿ Sale or purchase of a motor vehicle Ÿ Any Time Deposit (E.g. – Fixed Deposit),

exceeding Rs 50,000 Ÿ Contract of a value exceeding Rs. 10 Lakh

for sale or purchase of securitiesŸ Making an Application for Installation of a

Telephone Connection Ÿ Any one time Payment to Hotels and

Restaurants against their bills for an amount exceeding Rs. 25,0000

THE FEAR FACTORThe penalty and discretionary power of the field officers can at best lead to seizure and confiscation of goods and at worst lead to arrest. As per a directive issued by CBEC in 2008, offenders who own up and pay the evaded duty may not find themselves in the clear. The investigation wing of the CBEC has asked its fields officers to arrest evaders, even if they agree to pay their dues, if they find the evasion was deliberate and planned.

duty is the biggest source of revenue for the government of India.

The earlier notification in 2006 which levied excise on branded jewellery prevents crores of tax revenue as most jewellers can circumvent excise duty by not crossing the fine line drawn by the definition of law between branded and unbranded. Introducing an umbrella tax on all jewellery will obviate the risk of revenue loss to a great extent.

Some industry insiders also believe the notional excise duty is a step towards introducing GST. The GST regulation is meant to simplify the tax computation which at present is levied at multiple levels. Goods and Services Tax (GST) is a comprehensive tax which will be levied on manufacturing, sale and consumption of goods and services at a national level. The Union Budget in 2006-2007 first proposed GST but the matter will remain in an indeterminate state until the state and center reach a consensus.

OPERTAIVE COMPLEXITIESFor an industry that has suffered for over two decades in the hands of the customs and excise department during the Gold control era, the current apprehensions are not really baseless. Back then,

unable to withstand the excise official’s power abuse many quit the trade and the industry stifled in the hands of the excise department. The act was repealed in 1990.

Typically, excise is levied on manufacturers but the matter gets complex in the context of jewellery industry because even a mid size retailer (who gets job work done) is now deemed as a manufacturer. Making matters worse is the woefully low limit set for SSI exemption. Copper at 432/kg and Iron at 300-400/tonn currently enjoy the same limits as Gold which sells at 27lacs /kg. The government is expecting a retailer who sells a dreadfully small volume to adhere to the complex excise duty regulations. A mid size retailer relies on order based manufacturing and keeps a mix of traded and manufactured goods. Now to maintain records to the tee of both separately will require skilled planning and upping the infrastructural capabilities. The record keeping will also get complex because goods are taken back for servicing, recycling and occasionally bought back. For them moving to a new system of record keeping will not be easy or error free. The jewellers fear falling prey to excise officers who are infamous for surprise inspections and their

THE EXCISE JUDGEMENT: A VOLTE FACEThe long seeked clarification on the definition of unbranded and branded jewellery came exactly two weeks before the clouds of excise regime thundered over the entire industry. The clarification that categorically exempted all jewellery from excise duty except those that had an embossing or logo, in hindsight, was delusional.

As per the Union Budget 2012-13 proposal, manufacturers will have to pay excise calculated on a tariff value of 30percent of the transaction value. With excise duty up across the board, and almost all services- including eating out and mobile bills now costing more, the addition of unbranded jewellery in the list of excisable goods is within the ambit of government agenda to mop up the largest ever indirect tax of Rs 41440crore. After all, excise

PAN - IT MISMATCHCould a glaring mismatch of 617.1 lakh in the number of PAN card holders and the IT returns filed in 2010-2011 fiscal have prompted the government to take this step? The government has been losing a lot of revenue on account of direct taxes. As per CAG out of 958 lakh PAN cards issued up to March 2010, only 340.9 lakh I-T returns were filed last fiscal.

| 71

setting and engraving units. Despite the palliative measure of putting the onus of excise on the principal who gets jewellery manufactured from the job worker, the karigar will get entwined in the complex paper work for all the stock movements. And, the added threat of duty officers storming in at any time under the pretext of cross verification will exasperate them to find alternative vocation. Conversely, the retailer will find it much easier to switch to excise registered factory and stop giving direct work to the karigar.

PLUGGING THE FLOWAll in all, fear of excise despotism at the grass root level and slow eradication of the small to mid-sized retailers/manufacturer gave rise to a historic movement. But that is just half the story. The hardest truth about the industry is its dependence on cash sales. It is said that the Tax Research Unit (TRU) has identified real estate and jewellery as two main categories where cash money is diverted. As per the budget, starting July 2012, “The seller of bullion and jewellery shall collect tax at the rate of one per cent of sale consideration from every buyer of bullion and jewellery if the sale consideration exceeds Rs 2 lakh and the sale is in

cash.” This would be irrespective of whether the buyer is a manufacturer, trader or the purchase is for personal use. It is the responsibility of the seller to collect tax and deposit it with the authority. The seller is also liable to submit detailed information about the buyer, including his PAN. Paradoxically, in a population of over 121 crore, only 12.10 crore held PAN cards as on March 31, 2011. Conversely, those who do not own a PAN card will now not be able to buy jewellery in cash. The govt. earlier on 26.05.2011 made it mandatory w.e.f 1st July 2011 to furnish PAN card no. for all transactions involving purchase of jewellery above 5lakhs.

Could a glaring mismatch of 617.1 lakh in the number of PAN card holders and the IT returns filed in 2010-2011 fiscal have prompted the government to take

unsparing approach to defaulters.More so, they are used to

keeping stock records in kilograms and not in units. They will find it nearly impossible to adhere to the convoluted procedures of excise. Majority of the mid-size manufacturers will fail to build the facility to manage a separate excise division. They have also very little hold on how the job workers maintain their books. The manufacturing of jewellery is rooted in the heritage of swarnkars/artisans who work 12-15 hours a day in 10*10 size sweatshops bent over a saddle shaped table dimly lit by low hanging bulbs. These units which double up as their home do not remotely bear any resemblance to a conventional manufacturing unit. Here, they live lives of quiet desperation. Most of them join the work force at an early age of 12-14, and lack basic education. But now they are expected to maintain a precise record of raw material under their possession. It’s arduous considering it comes from multiple sources. Not only that, in most cases the head karigar of the unit (who employs the karigars) issues the material further to other specialized units at different stages of jewellery making - melting, die cutting, making, polishing, stone

UNHEARD SUGGESTIONSLOWER NRI GOLD IMPORT LIMITS:GJEPC asked for amendments in baggage rules that allow any individual staying abroad over six months to import gold/silver bullion or jewellery till 10 kg at 5% duty. The industry experts suggest it will bring home the foreign currency which is otherwise getting spent outside the country. Lowering the limit will to some extent correct the fiscal deficit imbalance. The recommendations were given for reducing the limit to maximum of 1kg of jewellery or to increase the rate of imports to the peak rate of imports of jewellery.

CURB IMPORTS DIRECTLY LINKED TO INVESTMENTS :GJF also made the government aware that the volume sales in the industry have significantly gone down in the last year. It is believed that the gold volume sales have dropped by 30-40%. They expressed their concern about the rising consumption on account of investment purchases. They advised curbing imports linked to the financial institutes and trading exchanges.

OTHER IMPORTANT DEVELOPMENTS :

th26 March 2012 :RBI CAME OUT WITH GUIDELINES FOR NON BANKING FINANCIAL COMPANIES (NBFCS)

GOLD AS GOOD AS IRONMaking matters worse is the woefully low limit set for SSI exemption. Copper at 432/kg and Iron at 300-400/tonn currently enjoy the same limits as Gold which sells at 27lacs /kg. The government is expecting a retailer who sells a dreadfully small volume to adhere to the complex excise duty regulations.


70 |

HOW TO BUY WITHOUT A PAN Ÿ A person without PAN will be required to

approach the assessment officer of a particular ward in the Tax Department with Form 13.

Ÿ This form will require details about his income during the last three years.”

Ÿ The Department, if satisfied, will issue a Nil Deduction Certificate.

Ÿ The whole process is likely to be completed within 15 days, after which the person can take this certificate to the jeweller, and tax will not be collected there

THE TRANSACTIONS THAT ALREADY REQUIRE PAN Ÿ Sale or Purchase of any Immovable

Property valued at Rs.5 lakh or more. Ÿ Sale or purchase of a motor vehicle Ÿ Any Time Deposit (E.g. – Fixed Deposit),

exceeding Rs 50,000 Ÿ Contract of a value exceeding Rs. 10 Lakh

for sale or purchase of securitiesŸ Making an Application for Installation of a

Telephone Connection Ÿ Any one time Payment to Hotels and

Restaurants against their bills for an amount exceeding Rs. 25,0000

THE FEAR FACTORThe penalty and discretionary power of the field officers can at best lead to seizure and confiscation of goods and at worst lead to arrest. As per a directive issued by CBEC in 2008, offenders who own up and pay the evaded duty may not find themselves in the clear. The investigation wing of the CBEC has asked its fields officers to arrest evaders, even if they agree to pay their dues, if they find the evasion was deliberate and planned.

duty is the biggest source of revenue for the government of India.

The earlier notification in 2006 which levied excise on branded jewellery prevents crores of tax revenue as most jewellers can circumvent excise duty by not crossing the fine line drawn by the definition of law between branded and unbranded. Introducing an umbrella tax on all jewellery will obviate the risk of revenue loss to a great extent.

Some industry insiders also believe the notional excise duty is a step towards introducing GST. The GST regulation is meant to simplify the tax computation which at present is levied at multiple levels. Goods and Services Tax (GST) is a comprehensive tax which will be levied on manufacturing, sale and consumption of goods and services at a national level. The Union Budget in 2006-2007 first proposed GST but the matter will remain in an indeterminate state until the state and center reach a consensus.

OPERTAIVE COMPLEXITIESFor an industry that has suffered for over two decades in the hands of the customs and excise department during the Gold control era, the current apprehensions are not really baseless. Back then,

unable to withstand the excise official’s power abuse many quit the trade and the industry stifled in the hands of the excise department. The act was repealed in 1990.

Typically, excise is levied on manufacturers but the matter gets complex in the context of jewellery industry because even a mid size retailer (who gets job work done) is now deemed as a manufacturer. Making matters worse is the woefully low limit set for SSI exemption. Copper at 432/kg and Iron at 300-400/tonn currently enjoy the same limits as Gold which sells at 27lacs /kg. The government is expecting a retailer who sells a dreadfully small volume to adhere to the complex excise duty regulations. A mid size retailer relies on order based manufacturing and keeps a mix of traded and manufactured goods. Now to maintain records to the tee of both separately will require skilled planning and upping the infrastructural capabilities. The record keeping will also get complex because goods are taken back for servicing, recycling and occasionally bought back. For them moving to a new system of record keeping will not be easy or error free. The jewellers fear falling prey to excise officers who are infamous for surprise inspections and their

THE EXCISE JUDGEMENT: A VOLTE FACEThe long seeked clarification on the definition of unbranded and branded jewellery came exactly two weeks before the clouds of excise regime thundered over the entire industry. The clarification that categorically exempted all jewellery from excise duty except those that had an embossing or logo, in hindsight, was delusional.

As per the Union Budget 2012-13 proposal, manufacturers will have to pay excise calculated on a tariff value of 30percent of the transaction value. With excise duty up across the board, and almost all services- including eating out and mobile bills now costing more, the addition of unbranded jewellery in the list of excisable goods is within the ambit of government agenda to mop up the largest ever indirect tax of Rs 41440crore. After all, excise

PAN - IT MISMATCHCould a glaring mismatch of 617.1 lakh in the number of PAN card holders and the IT returns filed in 2010-2011 fiscal have prompted the government to take this step? The government has been losing a lot of revenue on account of direct taxes. As per CAG out of 958 lakh PAN cards issued up to March 2010, only 340.9 lakh I-T returns were filed last fiscal.

| 71

setting and engraving units. Despite the palliative measure of putting the onus of excise on the principal who gets jewellery manufactured from the job worker, the karigar will get entwined in the complex paper work for all the stock movements. And, the added threat of duty officers storming in at any time under the pretext of cross verification will exasperate them to find alternative vocation. Conversely, the retailer will find it much easier to switch to excise registered factory and stop giving direct work to the karigar.

PLUGGING THE FLOWAll in all, fear of excise despotism at the grass root level and slow eradication of the small to mid-sized retailers/manufacturer gave rise to a historic movement. But that is just half the story. The hardest truth about the industry is its dependence on cash sales. It is said that the Tax Research Unit (TRU) has identified real estate and jewellery as two main categories where cash money is diverted. As per the budget, starting July 2012, “The seller of bullion and jewellery shall collect tax at the rate of one per cent of sale consideration from every buyer of bullion and jewellery if the sale consideration exceeds Rs 2 lakh and the sale is in

cash.” This would be irrespective of whether the buyer is a manufacturer, trader or the purchase is for personal use. It is the responsibility of the seller to collect tax and deposit it with the authority. The seller is also liable to submit detailed information about the buyer, including his PAN. Paradoxically, in a population of over 121 crore, only 12.10 crore held PAN cards as on March 31, 2011. Conversely, those who do not own a PAN card will now not be able to buy jewellery in cash. The govt. earlier on 26.05.2011 made it mandatory w.e.f 1st July 2011 to furnish PAN card no. for all transactions involving purchase of jewellery above 5lakhs.

Could a glaring mismatch of 617.1 lakh in the number of PAN card holders and the IT returns filed in 2010-2011 fiscal have prompted the government to take

unsparing approach to defaulters.More so, they are used to

keeping stock records in kilograms and not in units. They will find it nearly impossible to adhere to the convoluted procedures of excise. Majority of the mid-size manufacturers will fail to build the facility to manage a separate excise division. They have also very little hold on how the job workers maintain their books. The manufacturing of jewellery is rooted in the heritage of swarnkars/artisans who work 12-15 hours a day in 10*10 size sweatshops bent over a saddle shaped table dimly lit by low hanging bulbs. These units which double up as their home do not remotely bear any resemblance to a conventional manufacturing unit. Here, they live lives of quiet desperation. Most of them join the work force at an early age of 12-14, and lack basic education. But now they are expected to maintain a precise record of raw material under their possession. It’s arduous considering it comes from multiple sources. Not only that, in most cases the head karigar of the unit (who employs the karigars) issues the material further to other specialized units at different stages of jewellery making - melting, die cutting, making, polishing, stone

UNHEARD SUGGESTIONSLOWER NRI GOLD IMPORT LIMITS:GJEPC asked for amendments in baggage rules that allow any individual staying abroad over six months to import gold/silver bullion or jewellery till 10 kg at 5% duty. The industry experts suggest it will bring home the foreign currency which is otherwise getting spent outside the country. Lowering the limit will to some extent correct the fiscal deficit imbalance. The recommendations were given for reducing the limit to maximum of 1kg of jewellery or to increase the rate of imports to the peak rate of imports of jewellery.

CURB IMPORTS DIRECTLY LINKED TO INVESTMENTS :GJF also made the government aware that the volume sales in the industry have significantly gone down in the last year. It is believed that the gold volume sales have dropped by 30-40%. They expressed their concern about the rising consumption on account of investment purchases. They advised curbing imports linked to the financial institutes and trading exchanges.

OTHER IMPORTANT DEVELOPMENTS :

th26 March 2012 :RBI CAME OUT WITH GUIDELINES FOR NON BANKING FINANCIAL COMPANIES (NBFCS)

GOLD AS GOOD AS IRONMaking matters worse is the woefully low limit set for SSI exemption. Copper at 432/kg and Iron at 300-400/tonn currently enjoy the same limits as Gold which sells at 27lacs /kg. The government is expecting a retailer who sells a dreadfully small volume to adhere to the complex excise duty regulations.


72 | the retail jeweller

But economists have long believed that cash money is also the greatest boon to the economy. When the US economy busted and creditors defaulted on housing loans, Swaminathan S Anklesaria Aiyar, Consulting Editor, Economic Times, drew an interesting analogy. “In India, borrowers do not walk away from their homes - and loans – even if prices dip and economy busts. This is because a large proportion, often half, of almost all home purchases is paid in cash money. If a house is sold for Rs 100 lakh, the official registered value will typically be only Rs 50 lakh, with the balance paid under the table in cash. A bank may loan Rs 50 lakh, covering the entire formal price. However, the owner's contribution is not zero: he has paid Rs 50 lakh in cash. To preserve that cash investment, he will keep paying his instalments even if house prices dip. Ironically, cash money enforces loan discipline in India, far more effectively than formal contracts or legal processes, he concluded.”

Likewise, the government would be better off turning a blind eye to the soaring cash flow into jewellery. The reason is that economy enjoys, without asking for it, a huge safety margin provided by the excess cash money invested in some form or the other in the shining yellow metal. A slow legal

system has perpetuated the investment culture in gold and helped the industry flourish. Under the current circumstances the industry will lose that edge. This industry may be a haven for cash money but in a way it is also the bedrock of India’s economic stability.

Additionally, the government has taken measures to stave off investments in gold by increasing the import duty from 2% to 4% within a period of 4months. The measure came in the wake of a realization that gold and petrol imports majorly contributed to a deficit imbalance of above $180 in 2011- 12. But increasing the floor price by 2 percent is not likely to ruffle the sentiments of a gold investment and consumption hungry nation which withstood a 35% rise in last two years.

JEWELLERS AGINST EXCISEImpelled by the myriad troubles in its functionality, the industry challenged the purpose of the excise policy imposition and cash transaction tax. GJF reacted with alacrity by calling for a nationwide bandh for 5 days and made its first representation to the government within three days of the budget release. Following that the entire industry came out on the street to express solidarity and press for roll back. After the initial thrust from

this step? The government has been losing a lot of revenue on account of direct taxes. As per CAG out of 958 lakh PAN cards issued up to March 2010, only 340.9 lakh I-T returns were filed last fiscal. What is more glaring is that while the number of PAN card holders went up by 117.7 per cent during 2005-06 to 2009-10, the number of I-T returns filed in the same period increased by a mere 14.4 per cent. Going by these numbers, the attempt to tax cash transactions could be a desperate endeavour to broaden the asses base, which once identified will help the department ensure that they meet the tax liability. But in order to do so effectively it becomes crucial to excise the category. Together, it’s a lethal combination to strengthen the government’s drive to rein in the cash money that pours into the industry.

TO NOW COMPLY WITH KNOW-YOUR-CUSTOMER(KYC) GUIDELINES AND DO PROPER DUE DILIGENCE ON CUSTOMERS:

They will also have to ensure that the Jewellery received belongs to the person seeking loan and have adequate system to keep the jewellery safe. Jewellery should also be adequately insured.

They have been asked to put in place board –approved policy to ensure that KYC guidelines are complied with and adequate due diligence is carried out before extending any loan. The banking regulator, RBI, has asked non-banking financial companies (NBFCs) like Muthhoot and Manappuram to

reduce the loan amount from up to over 90% of the value of gold jewellery to 60%. The measure is aimed at reducing the exposure and dependency of the NBFC’s as a dip in the price could risk the sector. Tightening the regulations for gold loan companies further, the Reserve Bank of India has asked non-banking finance companies (NBFCs) engaged in the gold loan business to put in place board-approved policy to ensure that KYC (know your customer) guidelines are complied with and adequate due diligence is carried out before extending any loan.

st 1 April 2012 :GOVT. ALLOWS PRIVATE PLAYERS TO IMPORT DIRECTLY:

The government allows actual users from private sector to import gold directly under approval route. Until now only authorised agencies and public sector units like MMTC and banks were allowed to import gold. Titan had approached Directorate General of Foreign Trade (DGFT), under the Commerce Ministry, seeking license for direct gold import. Their share prices soared 8 points as the government made the announcement.

INDUSTRY, A SAFETY NET FOR ECONOMY Economy enjoys, without asking for it, a huge safety margin provided by the excess cash money (black/white) invested in some form or the other in the shining yellow metal. A slow legal system has perpetuated the investment culture in gold and helped the industry flourish. Under the current circumstances the industry will lose that edge

FIRST REPORTED CASE OF GOLD SMUGGLING WORTH 1.6CR. POST THE IMPORT DUTY HIKE

Custom officials detained a man trying to smuggle in 5.7 kg gold worth 1.6 crore on Saturday, 7 March, 2012 at Chaudhri Charan Singh Airport, Amausi, Lucknow. He had landed from Dubai (flight number FZ433) at 12:50 am. Fourty Five year old, Mohammad Afrahim, a native of Bhatkal, Karnataka, had tied all the gold biscuits and jewellery to his body. He felt he would easily pass the eyes of the custom officials in Lucknow and then head to Mumbai using other means of transportation than landing directly in the commercial capital where custom officials according to him are much more vigilant. Mohammad had to deliver the gold biscuits and jewellery to an undisclosed person in Mumbai. He had got his passport made from Mayanagar, Karnataka in 1996.

the retail jeweller | 73

demonstration turned violent in parts of North and West. Instances of jewellers stalling trains, causing public inconvenience by stopping traffic and blocking roads and giving dharnas outside the Chief Minister’s house became common. Perturbed by the sudden imposition which threatened the fundamentals of the business where everyone including customers, jewellers and in a curious way economy, loses something, the jewellers put up an extraordinary display of rage and resolve.

As the industry outrage reached a crescendo, on one side there were reports of police high handedness on the other the congress party

supremo Sonia Gandhi met a group of jewellers and the retinue of government staff along with the FM called for a meeting with representatives of independent jewellery associations and GJF. The high power meeting assuaged their fears and quelled their concerns. The industry that withstood an estimated loss of over 20,000 cr. was willing to extend the twenty one day strike indefinitely on its belief that the planners did not exercise prudence in the policy, had the FM not given his word to “make them happy”. Now, he needs to deliver on it.

GJF, the independent jewellery associations mobilized support of the masses and exercised their right to peaceful protest marches, candle light marches, Vahan(car and bike) rallies, torch parades and hunger strikes. Jewellery associations from the nook and crannies of India took it upon themselves to lead the protest which soon turned into a first of its kind industry revolution. As the jewellers played out their anger in the open, the industry witnessed for the first time a unity of this magnitude.

In many cities the movement garnered tremendous support from the other trade associations who joined the strike for a few days. The jewellery associations across the nation met their local politicians and beaureucrats and handed over their representation for excise and transaction tax roll back. The efforts saw results on the floor of the parliament where many Members of Parliament and top level ministers spoke fervently in favour of the industry demands. In response to the debate in the house, the Hon. Finance minister (FM) announced his intent to come out with an “acceptable formulation” of the excise policy.

Disgruntled with the response and unable to drive a definite solution, at the end of two weeks, what started as a peaceful

According to Nilesh Parekh,Chairman, Shree Ganesh jewellery house,for the rest of the industry it may not mean anything at all. He informs that it takes minimum two-three

years for the suppliers like HSBC London to do a (know your customer) KYC clearance. Most of the suppliers of gold do not want to take exposure to private companies. Not only that, they ask for 100 percent payment in advance. On the other hand authorised banks get the gold supply on consignment based on their balance sheet with a credit period of 30days. In addition, the importing company will have to deploy a separate team for the job which will take care of the customs department and other related tasks. Over all, it makes better sense to go through the canalizing agencies as the margin gain is not lucrative enough to take the direct import

route. It took him 2 years to get a good KYC clearance (for domestic consumption) despite holding the canalizing agency license. He has been directly importing gold for his export division for the last 5 years. For the private players whose demand of gold is not very high, he advices, “You do not buy a Mercedez for a small ride, you would much rather hire it.”

Nilesh Parekh,Chairman

72 | the retail jeweller

But economists have long believed that cash money is also the greatest boon to the economy. When the US economy busted and creditors defaulted on housing loans, Swaminathan S Anklesaria Aiyar, Consulting Editor, Economic Times, drew an interesting analogy. “In India, borrowers do not walk away from their homes - and loans – even if prices dip and economy busts. This is because a large proportion, often half, of almost all home purchases is paid in cash money. If a house is sold for Rs 100 lakh, the official registered value will typically be only Rs 50 lakh, with the balance paid under the table in cash. A bank may loan Rs 50 lakh, covering the entire formal price. However, the owner's contribution is not zero: he has paid Rs 50 lakh in cash. To preserve that cash investment, he will keep paying his instalments even if house prices dip. Ironically, cash money enforces loan discipline in India, far more effectively than formal contracts or legal processes, he concluded.”

Likewise, the government would be better off turning a blind eye to the soaring cash flow into jewellery. The reason is that economy enjoys, without asking for it, a huge safety margin provided by the excess cash money invested in some form or the other in the shining yellow metal. A slow legal

system has perpetuated the investment culture in gold and helped the industry flourish. Under the current circumstances the industry will lose that edge. This industry may be a haven for cash money but in a way it is also the bedrock of India’s economic stability.

Additionally, the government has taken measures to stave off investments in gold by increasing the import duty from 2% to 4% within a period of 4months. The measure came in the wake of a realization that gold and petrol imports majorly contributed to a deficit imbalance of above $180 in 2011- 12. But increasing the floor price by 2 percent is not likely to ruffle the sentiments of a gold investment and consumption hungry nation which withstood a 35% rise in last two years.

JEWELLERS AGINST EXCISEImpelled by the myriad troubles in its functionality, the industry challenged the purpose of the excise policy imposition and cash transaction tax. GJF reacted with alacrity by calling for a nationwide bandh for 5 days and made its first representation to the government within three days of the budget release. Following that the entire industry came out on the street to express solidarity and press for roll back. After the initial thrust from

this step? The government has been losing a lot of revenue on account of direct taxes. As per CAG out of 958 lakh PAN cards issued up to March 2010, only 340.9 lakh I-T returns were filed last fiscal. What is more glaring is that while the number of PAN card holders went up by 117.7 per cent during 2005-06 to 2009-10, the number of I-T returns filed in the same period increased by a mere 14.4 per cent. Going by these numbers, the attempt to tax cash transactions could be a desperate endeavour to broaden the asses base, which once identified will help the department ensure that they meet the tax liability. But in order to do so effectively it becomes crucial to excise the category. Together, it’s a lethal combination to strengthen the government’s drive to rein in the cash money that pours into the industry.

TO NOW COMPLY WITH KNOW-YOUR-CUSTOMER(KYC) GUIDELINES AND DO PROPER DUE DILIGENCE ON CUSTOMERS:

They will also have to ensure that the Jewellery received belongs to the person seeking loan and have adequate system to keep the jewellery safe. Jewellery should also be adequately insured.

They have been asked to put in place board –approved policy to ensure that KYC guidelines are complied with and adequate due diligence is carried out before extending any loan. The banking regulator, RBI, has asked non-banking financial companies (NBFCs) like Muthhoot and Manappuram to

reduce the loan amount from up to over 90% of the value of gold jewellery to 60%. The measure is aimed at reducing the exposure and dependency of the NBFC’s as a dip in the price could risk the sector. Tightening the regulations for gold loan companies further, the Reserve Bank of India has asked non-banking finance companies (NBFCs) engaged in the gold loan business to put in place board-approved policy to ensure that KYC (know your customer) guidelines are complied with and adequate due diligence is carried out before extending any loan.

st 1 April 2012 :GOVT. ALLOWS PRIVATE PLAYERS TO IMPORT DIRECTLY:

The government allows actual users from private sector to import gold directly under approval route. Until now only authorised agencies and public sector units like MMTC and banks were allowed to import gold. Titan had approached Directorate General of Foreign Trade (DGFT), under the Commerce Ministry, seeking license for direct gold import. Their share prices soared 8 points as the government made the announcement.

INDUSTRY, A SAFETY NET FOR ECONOMY Economy enjoys, without asking for it, a huge safety margin provided by the excess cash money (black/white) invested in some form or the other in the shining yellow metal. A slow legal system has perpetuated the investment culture in gold and helped the industry flourish. Under the current circumstances the industry will lose that edge

FIRST REPORTED CASE OF GOLD SMUGGLING WORTH 1.6CR. POST THE IMPORT DUTY HIKE

Custom officials detained a man trying to smuggle in 5.7 kg gold worth 1.6 crore on Saturday, 7 March, 2012 at Chaudhri Charan Singh Airport, Amausi, Lucknow. He had landed from Dubai (flight number FZ433) at 12:50 am. Fourty Five year old, Mohammad Afrahim, a native of Bhatkal, Karnataka, had tied all the gold biscuits and jewellery to his body. He felt he would easily pass the eyes of the custom officials in Lucknow and then head to Mumbai using other means of transportation than landing directly in the commercial capital where custom officials according to him are much more vigilant. Mohammad had to deliver the gold biscuits and jewellery to an undisclosed person in Mumbai. He had got his passport made from Mayanagar, Karnataka in 1996.

the retail jeweller | 73

demonstration turned violent in parts of North and West. Instances of jewellers stalling trains, causing public inconvenience by stopping traffic and blocking roads and giving dharnas outside the Chief Minister’s house became common. Perturbed by the sudden imposition which threatened the fundamentals of the business where everyone including customers, jewellers and in a curious way economy, loses something, the jewellers put up an extraordinary display of rage and resolve.

As the industry outrage reached a crescendo, on one side there were reports of police high handedness on the other the congress party

supremo Sonia Gandhi met a group of jewellers and the retinue of government staff along with the FM called for a meeting with representatives of independent jewellery associations and GJF. The high power meeting assuaged their fears and quelled their concerns. The industry that withstood an estimated loss of over 20,000 cr. was willing to extend the twenty one day strike indefinitely on its belief that the planners did not exercise prudence in the policy, had the FM not given his word to “make them happy”. Now, he needs to deliver on it.

GJF, the independent jewellery associations mobilized support of the masses and exercised their right to peaceful protest marches, candle light marches, Vahan(car and bike) rallies, torch parades and hunger strikes. Jewellery associations from the nook and crannies of India took it upon themselves to lead the protest which soon turned into a first of its kind industry revolution. As the jewellers played out their anger in the open, the industry witnessed for the first time a unity of this magnitude.

In many cities the movement garnered tremendous support from the other trade associations who joined the strike for a few days. The jewellery associations across the nation met their local politicians and beaureucrats and handed over their representation for excise and transaction tax roll back. The efforts saw results on the floor of the parliament where many Members of Parliament and top level ministers spoke fervently in favour of the industry demands. In response to the debate in the house, the Hon. Finance minister (FM) announced his intent to come out with an “acceptable formulation” of the excise policy.

Disgruntled with the response and unable to drive a definite solution, at the end of two weeks, what started as a peaceful

According to Nilesh Parekh,Chairman, Shree Ganesh jewellery house,for the rest of the industry it may not mean anything at all. He informs that it takes minimum two-three

years for the suppliers like HSBC London to do a (know your customer) KYC clearance. Most of the suppliers of gold do not want to take exposure to private companies. Not only that, they ask for 100 percent payment in advance. On the other hand authorised banks get the gold supply on consignment based on their balance sheet with a credit period of 30days. In addition, the importing company will have to deploy a separate team for the job which will take care of the customs department and other related tasks. Over all, it makes better sense to go through the canalizing agencies as the margin gain is not lucrative enough to take the direct import

route. It took him 2 years to get a good KYC clearance (for domestic consumption) despite holding the canalizing agency license. He has been directly importing gold for his export division for the last 5 years. For the private players whose demand of gold is not very high, he advices, “You do not buy a Mercedez for a small ride, you would much rather hire it.”

Nilesh Parekh,Chairman

74 |

Bachhraj Bamalwa, Chairman, GJF, the man in the thick of action, found himself caught in the line of fire during the three week long unexpected crisis which engulfed the entire industry. Nonetheless, he spent every waking

hour pursuing its causes undeterred. He shares with The Retail Jeweller his optimism about the outcome of the industry’s concerted efforts and acknowledges the incredible power of the state jewellery associations.

Across India

adherence with our core strategy.

we never lost charge.

all decisions during the

period of the strike were in

In that sense,

| 75

written note goes out to the state excise offices from the Tax Research Unit department. I have already spoken to them and they have issued a letter to that effect.

From the time I took charge as the Chairman, I was in favor of decentralized governance. We are now appointing 12 regional Chairmans (GJF members) across India. Internally they will form a grievance redressal mechanism which will guard the interest of the jewellers in his region. At the moment we do not have enough members therefore each regional chairman will undertake more than one state in his region. We will ensure that the network is well spread across India.

(S.B): Industry has been a little critical of the sluggish approach of GJF towards the issue. Comment(B.B.): After all, it is the first time the industry encountered a gigantic crisis of this nature. It is the first time for GJF too. Our initial reaction was swift. We took 2 days to strategize and met the FM on 19th April with our first representation. The second representation went on 23rd April followed with a 3rd one on 29th April. I would also like to clarify that across India all decisions during the period of the strike where in adherence with our core strategy. In that sense we never lost charge.

(S.B): The agitation took many forms during the 21 day period of strike. Many unheard of jewellery associations and people took a revolutionary stance on the matter. It is felt that it is they who truly helped the progress of the agitation?(B.B.): The crisis created many leaders. Many who worked silently and selflessly and few who staged heroism for public attention. The fact of the matter is that only

protest rhetoric on a mass scale could have fueled the agitation and brought out the true sentiment of the jewellers. The united voice of the industry reached the highest political echelons in the government. I believe it is the first time all political parties, regardless of their paltry party politics, have come forward in support of any industry specific agenda and strongly voiced their opinion. I wholeheartedly thank each and every person who fought for the cause of the industry.

(S.B): What did the FM promise on the cash transaction tax and import duty?(B.B.): He heard our plea. I believe it will be rolled back. He is very firm on the import policy. But we made him aware of the pitfalls of the duty hike of 2%. At 4% it is bound to promote smuggling. But in 2-3% range the channel cannot operate profitably. Therefore I feel it may be brought down to 3%.

(S.B): As it appears, the true strength of the industry is in its large number and the ability of the grass root associations to mobilize them. How does GJF plan to connect with them?(B.B.): I acknowledge the power of the smaller associations. I urge them to come forward and register with the GJF. We will make the registration completely free of cost. The federation needs their support not only for crisis management but to work steadily towards the modernization of the entire industry. Going forward, we can do several collaborative activities. Together we will be a formidable force.

Soma Bhatta (S.B):The retailers are still caught in the grip of fear of the excise officers storming in to the stores. What is your message to them?Bachhraj Bamalwa (B.B.): They need to take out the fear. It is baseless. The Hon. Finance Minister (FM) opened the North Block on a holiday only for our meeting. I think this itself is a big appeasement gesture. The meeting was chaired by the FM and was also attended by the finance secretary, the CBEC Chairman, CBEC board members, and Tax Research Unit official. The FM gave us a patient hearing and examined the situation carefully before assuring, “I will make the industry happy. It’s a gentleman’s promise.” He is a true statesman and we have to trust his commitment.

(S.B): The industry is concerned about the lack of written assurance?(B.B.): As per the FM, the constitutional limitation does not allow the ministry to issue anything in writing. The FM told us that he will announce the Government's decision on the floor of the house. He is slated to reply to the debate on the Finance Bill in the second stage of the Budget session starting April 24. We should get something concrete by May 11th when the budget gets passed by the house.

(S.B): It is reported that excise officers inspected three jewellery showrooms in Cuttak in the first week of April. In the absence of a written assertion how will the jeweller guard himself against the onslaught of the department?(B.B.): We have particularly enquired about this. The FM along with the Chief Excise Officer clarified that no jeweller needs to register for excise or charge excise to his customers. I am also trying to see that as soon as possible a

The fact of the matter is that only a protest rhetoric on a mass scale could have fueled the agitation and brought out the true sentiment of the jewellers”.


74 |

Bachhraj Bamalwa, Chairman, GJF, the man in the thick of action, found himself caught in the line of fire during the three week long unexpected crisis which engulfed the entire industry. Nonetheless, he spent every waking

hour pursuing its causes undeterred. He shares with The Retail Jeweller his optimism about the outcome of the industry’s concerted efforts and acknowledges the incredible power of the state jewellery associations.

Across India

adherence with our core strategy.

we never lost charge.

all decisions during the

period of the strike were in

In that sense,

| 75

written note goes out to the state excise offices from the Tax Research Unit department. I have already spoken to them and they have issued a letter to that effect.

From the time I took charge as the Chairman, I was in favor of decentralized governance. We are now appointing 12 regional Chairmans (GJF members) across India. Internally they will form a grievance redressal mechanism which will guard the interest of the jewellers in his region. At the moment we do not have enough members therefore each regional chairman will undertake more than one state in his region. We will ensure that the network is well spread across India.

(S.B): Industry has been a little critical of the sluggish approach of GJF towards the issue. Comment(B.B.): After all, it is the first time the industry encountered a gigantic crisis of this nature. It is the first time for GJF too. Our initial reaction was swift. We took 2 days to strategize and met the FM on 19th April with our first representation. The second representation went on 23rd April followed with a 3rd one on 29th April. I would also like to clarify that across India all decisions during the period of the strike where in adherence with our core strategy. In that sense we never lost charge.

(S.B): The agitation took many forms during the 21 day period of strike. Many unheard of jewellery associations and people took a revolutionary stance on the matter. It is felt that it is they who truly helped the progress of the agitation?(B.B.): The crisis created many leaders. Many who worked silently and selflessly and few who staged heroism for public attention. The fact of the matter is that only

protest rhetoric on a mass scale could have fueled the agitation and brought out the true sentiment of the jewellers. The united voice of the industry reached the highest political echelons in the government. I believe it is the first time all political parties, regardless of their paltry party politics, have come forward in support of any industry specific agenda and strongly voiced their opinion. I wholeheartedly thank each and every person who fought for the cause of the industry.

(S.B): What did the FM promise on the cash transaction tax and import duty?(B.B.): He heard our plea. I believe it will be rolled back. He is very firm on the import policy. But we made him aware of the pitfalls of the duty hike of 2%. At 4% it is bound to promote smuggling. But in 2-3% range the channel cannot operate profitably. Therefore I feel it may be brought down to 3%.

(S.B): As it appears, the true strength of the industry is in its large number and the ability of the grass root associations to mobilize them. How does GJF plan to connect with them?(B.B.): I acknowledge the power of the smaller associations. I urge them to come forward and register with the GJF. We will make the registration completely free of cost. The federation needs their support not only for crisis management but to work steadily towards the modernization of the entire industry. Going forward, we can do several collaborative activities. Together we will be a formidable force.

Soma Bhatta (S.B):The retailers are still caught in the grip of fear of the excise officers storming in to the stores. What is your message to them?Bachhraj Bamalwa (B.B.): They need to take out the fear. It is baseless. The Hon. Finance Minister (FM) opened the North Block on a holiday only for our meeting. I think this itself is a big appeasement gesture. The meeting was chaired by the FM and was also attended by the finance secretary, the CBEC Chairman, CBEC board members, and Tax Research Unit official. The FM gave us a patient hearing and examined the situation carefully before assuring, “I will make the industry happy. It’s a gentleman’s promise.” He is a true statesman and we have to trust his commitment.

(S.B): The industry is concerned about the lack of written assurance?(B.B.): As per the FM, the constitutional limitation does not allow the ministry to issue anything in writing. The FM told us that he will announce the Government's decision on the floor of the house. He is slated to reply to the debate on the Finance Bill in the second stage of the Budget session starting April 24. We should get something concrete by May 11th when the budget gets passed by the house.

(S.B): It is reported that excise officers inspected three jewellery showrooms in Cuttak in the first week of April. In the absence of a written assertion how will the jeweller guard himself against the onslaught of the department?(B.B.): We have particularly enquired about this. The FM along with the Chief Excise Officer clarified that no jeweller needs to register for excise or charge excise to his customers. I am also trying to see that as soon as possible a

The fact of the matter is that only a protest rhetoric on a mass scale could have fueled the agitation and brought out the true sentiment of the jewellers”.


76 |

As regards the law relating to strikes,

the Excise Policy as announced on the floor of the Parliament in the recent Finance Bill.

there is no statutory provision that states that if the strike continues for 45 days or more; then the Government would be compelled to roll back

since the financial impact to the nation, the individual jewelers and the consumers has been huge. As regards the law relating to strikes, there is no statutory provision that states that if the strike continues for 45 days or more; then the Government would be compelled to roll back the Excise Policy as announced on the floor of the Parliament in the recent Finance Bill. There is absolutely no merit in that contention. In fact, the 21 days’ strike was more than adequate for the Association to effectively convey its displeasure to the Finance Minister and Government on the said proposal.

SB: Can the Finance minister himself withdraw the proposed policy in the parliament after presenting the bill once?M.D.: The delegation of jewellers that met the Finance Minister to discuss their concerns on the proposed Policy of Excise Duty was a welcome step; since in a democracy, dialogue, discussion and negotiations are the bedrock of Policy formulations. However, it needs to be understood that a Finance Minister does not have the

authority to suo motto introduce changes in the Policy, once he has presented the Finance Bill to Parliament. The normal procedure is that the Finance Bill is discussed and debated on the floor of the House, based on the same, consensus is arrived at, and thereafter, the Bill is passed, save and provided that the members present in the House, in majority, support the same. From an academic perspective, it is possible that the Finance Minister himself withdraws the proposed Policy; but this is not the norm.

SB: The budget is slated for a second round of discussion in the parliament session starting 24th April. In the interim what can the industry do to ensure their demands are met and policies proposed are rolled back?M.D.: On that occasion and even prior thereto, it is recommended that Members of your Association effectively lobby with members of Parliament to accept their perspective, thereby ensuring that their demands are met and the said Policy is rolled back before the Finance Bill is finally passed.

During the agitation against excise the industry grapevine worked 24*7 causing enough panic and creating many factions.

The Retail Jeweller speaks to

a lawyer who is on the statutory boards constituted by the Government of India and has comprehensive knowledge of various corporate laws to remove all misgivings.

Soma Bhatta (SB)The industry has been on strike for 21days. Many jewellers believe as per law if the strike continues for 45days then the government will be compelled to roll back the excise policy. How true or false is this hearsay?Michael Dias (M.D.): Indeed, a 21 days’ strike is a phenomenal achievement for your Association

Michael Dias,


| 77

EXPRESSIONS 1703-0604Nationwide Outcry Against Excise Duty. Captured and Chronicled.

EXPRESSIONS 1703-0604Nationwide Outcry Against Excise Duty. Captured and Chronicled.

Niladri Shekhar Nath and Apurba BiswasNiladri Shekhar Nath and Apurba Biswas

retailjewellerindiaawards.com |

78 | | 79

th17 March

th18 March

th19 March

nd22 March

th25 March

th26 March

th28 March

th29 March

nd2 April

th6 April

DELHI: Statewide Bandh, GJF.

DELHI:

DELHI:

DELHI:

Dharnas and rallies by all Bullion and

Jewellery Associations.

Stage set up in Sarafa market for protest.

DELHI: Press Conference, Bullion and

Jewellers Association (BJA) and Delhi

Bullion Merchants Association (DBMA).

DELHI: Memorandum to local politicians.

DELHI: Mega rally, jewellers from Punjab,

Haryana, Uttar Pradesh and Himachal

Pradesh also participated.

DELHI: Hunger Strike.

DELHI: Jewellers hold rally with black flags.

DELHI: Road blockage, 147 jewellers got

arrested.

(As per information from KBJA, DBMA and

BJA, all jewellers across the state

participated in the Nationwide Bandh from

17th March- 6th April)

500 agitating jewellers arrested by

Karol Bagh Police, Karol Bagh Jewellers

Association (KBJA)

Maha Rally from Jantar Mantar to

Sonia Gandhi’s residence, 600 jewellers

arrested, KBJA.

Jewellers delegation meet UPA

Chairperson Sonia Gandhi.

Capital Cacophony

NORTH - DELHI

Delhi

We are not against the taxes but against the compliance and laws of the excise department. Indian Jewellery industry is very complex. Also, Transaction tax on Rs. 2 lakh and above is absurd if you consider the current gold rate. It should be increased to 10L or removed completely. The increased import duty will trigger smuggling.

Haresh Soni, Premji Valji & Sons, VICE CHAIRMAN, All India Gem and Jewellery Trade Federation

The small jewellers who are not associated with any jewellery associations also came on the road to protest. There is fear of extortion.”

Subhash Bhola, BholasonsMEMBER, GJF

We have done all the protest very peacefully. Whatever cases of shop breaking were heard from some parts of the country was only due to mob mentality and was not organized by one particular person or association.”

Shri Rajmahal Jewellers Ltd. MEMBER, Karol Bagh Jewellers Association, MEMBER, GJF Praveen Goyal,

Delhi

Delhi

Delhi

Delhi

Arrest of 500 jewellers, Maharally with 25,000 people, umpteen rallies and dharnas - Delhi set the tone for a bigger battle ahead.

Real estate industry involves a lot of inside trading in black money. If the

govt. is serious about curbing black money generation, they should first look into regulating the real estate industry and not the jewellery industry.

Rakesh Saraf, Girdharilal Saraf Jewellers, GENERAL SECRETARY,

Karol Bagh Jewellers Association

Being at the power-capital of the country, we made the best use of the location advantage by meeting all political heavyweights and Member of Parliaments.Vijay Khanna, Khanna JewellersPRESIDENT, Karol Bagh Jewellery AssociationBOARD OF DIRECTORS, GJF


78 | | 79

th17 March

th18 March

th19 March

nd22 March

th25 March

th26 March

th28 March

th29 March

nd2 April

th6 April

DELHI: Statewide Bandh, GJF.

DELHI:

DELHI:

DELHI:

Dharnas and rallies by all Bullion and

Jewellery Associations.

Stage set up in Sarafa market for protest.

DELHI: Press Conference, Bullion and

Jewellers Association (BJA) and Delhi

Bullion Merchants Association (DBMA).

DELHI: Memorandum to local politicians.

DELHI: Mega rally, jewellers from Punjab,

Haryana, Uttar Pradesh and Himachal

Pradesh also participated.

DELHI: Hunger Strike.

DELHI: Jewellers hold rally with black flags.

DELHI: Road blockage, 147 jewellers got

arrested.

(As per information from KBJA, DBMA and

BJA, all jewellers across the state


17th March- 6th April)

500 agitating jewellers arrested by

Karol Bagh Police, Karol Bagh Jewellers

Association (KBJA)

Maha Rally from Jantar Mantar to

Sonia Gandhi’s residence, 600 jewellers

arrested, KBJA.

Jewellers delegation meet UPA

Chairperson Sonia Gandhi.

Capital Cacophony

NORTH - DELHI

Delhi

We are not against the taxes but against the compliance and laws of the excise department. Indian Jewellery industry is very complex. Also, Transaction tax on Rs. 2 lakh and above is absurd if you consider the current gold rate. It should be increased to 10L or removed completely. The increased import duty will trigger smuggling.

Haresh Soni, Premji Valji & Sons, VICE CHAIRMAN, All India Gem and Jewellery Trade Federation

The small jewellers who are not associated with any jewellery associations also came on the road to protest. There is fear of extortion.”

Subhash Bhola, BholasonsMEMBER, GJF

We have done all the protest very peacefully. Whatever cases of shop breaking were heard from some parts of the country was only due to mob mentality and was not organized by one particular person or association.”

Shri Rajmahal Jewellers Ltd. MEMBER, Karol Bagh Jewellers Association, MEMBER, GJF Praveen Goyal,

Delhi

Delhi

Delhi

Delhi

Arrest of 500 jewellers, Maharally with 25,000 people, umpteen rallies and dharnas - Delhi set the tone for a bigger battle ahead.

Real estate industry involves a lot of inside trading in black money. If the

govt. is serious about curbing black money generation, they should first look into regulating the real estate industry and not the jewellery industry.

Rakesh Saraf, Girdharilal Saraf Jewellers, GENERAL SECRETARY,

Karol Bagh Jewellers Association

Being at the power-capital of the country, we made the best use of the location advantage by meeting all political heavyweights and Member of Parliaments.Vijay Khanna, Khanna JewellersPRESIDENT, Karol Bagh Jewellery AssociationBOARD OF DIRECTORS, GJF


80 | | 81

JAIPUR : Jewellers go on strike.

UDAIPUR : Rally from Club tower to

Collector’s office, Udaipur Sarafa

Association.

JODHPUR : Submitted memorandum to

collector and MP, Jodhpur Sangharsh

Samiti.

JODHPUR : Burnt the effigy of Pranab

Mukherjee at Nayee Sadak Junction.

JAIPUR : Candle march.

JAIPUR : Mashaal rally

JODHPUR : Human chain at Nayee Sadak.

JODHPUR : 10km long candle march.

UDAIPUR : Burnt the effigy of Pranab

Mukherjee at Club tower.

JAIPUR : Rally from badi chopal to

Governors office and dharna for three

hours. Met the Governor and explained to

him the industry problems. Governor

assured he will speak to the FM.

JODHPUR : Vehicle Rally.

JODHPUR : Silent protest with stickers on

face.

JAIPUR :Called for Rajasthan bandh of all

trade associations.

JAIPUR : 20 jewellers participated in local

newspaper, Bhaskar chat show.

JAIPUR : Gherao MP, Mahesh Joshi &

Lalchand Katariya.

JAIPUR : Peace march with black flags and

banners.

UDAIPUR :Jewellers meet Divisional

Commissioner and submit memorandum.

(According to Rajasthan Sarafa Sangh,

jewellery shops were closed between March

17 - April 6.)

th17 March

th18 March

th20 March

st21 MARCH

nd22 March

th24 March

th25 March

th26 March

th 27 March

st 31 March

nd2 April

th 4 April

th5 April

th6 April

NORTH - RAJASTHAN

Excise duty is always levied on 100% manufacturing units and not on trading units but our industry is a mix of both. Also our business is not organized and is a cottage based industry.Dr. Naval Agarwal, Birdhichand Ghanshyamdas Jewellers

Jaipur Jaipur Jodhpur

The karigars will look for alternative vocations. It is impossible for them to cope up with the increased book keeping requirements. We are at risk of losing the most rare and the biggest talent pool of the industry.

Premraj Rajendra Kumar Soni Jewellers, Jodhpur.Manish Soni,

Jewellers who are used to sitting in AC cabins came down this summer onto the roads and protested which itself shows how dreading this excise law regime is.

Vivek Kala, Kinu Baba Jewellery (India) Pvt. Ltd, Jaipur

GJF did not have any contacts with the local associations. All protest decisions we had to take, was on our own. If there had been a little more effort and GJF would have guided the associations better then we could have made this into a stronger movement.

Mehta Jewellers & PATRON, Rajasthan Sarafa Sangh

Indersingh Mehta, The media and the political parties were a big letdown. They just came by and went but did not help us to amplify the protests.

Shivam Jewellers, JODHPUR CONVENOR, Jodhpur Jewellers Sangharsh SamitiNavin Soni,

One of the few states in India that geared up to protest against excise duty first, Rajasthan made its voice heard despite media support.

Galvanized Against Excise


80 | | 81

JAIPUR : Jewellers go on strike.

UDAIPUR : Rally from Club tower to

Collector’s office, Udaipur Sarafa

Association.

JODHPUR : Submitted memorandum to

collector and MP, Jodhpur Sangharsh

Samiti.

JODHPUR : Burnt the effigy of Pranab

Mukherjee at Nayee Sadak Junction.

JAIPUR : Candle march.

JAIPUR : Mashaal rally

JODHPUR : Human chain at Nayee Sadak.

JODHPUR : 10km long candle march.

UDAIPUR : Burnt the effigy of Pranab

Mukherjee at Club tower.

JAIPUR : Rally from badi chopal to

Governors office and dharna for three

hours. Met the Governor and explained to

him the industry problems. Governor

assured he will speak to the FM.

JODHPUR : Vehicle Rally.

JODHPUR : Silent protest with stickers on

face.

JAIPUR :Called for Rajasthan bandh of all

trade associations.

JAIPUR : 20 jewellers participated in local

newspaper, Bhaskar chat show.

JAIPUR : Gherao MP, Mahesh Joshi &

Lalchand Katariya.

JAIPUR : Peace march with black flags and

banners.

UDAIPUR :Jewellers meet Divisional

Commissioner and submit memorandum.

(According to Rajasthan Sarafa Sangh,

jewellery shops were closed between March

17 - April 6.)

th17 March

th18 March

th20 March

st21 MARCH

nd22 March

th24 March

th25 March

th26 March

th 27 March

st 31 March

nd2 April

th 4 April

th5 April

th6 April

NORTH - RAJASTHAN

Excise duty is always levied on 100% manufacturing units and not on trading units but our industry is a mix of both. Also our business is not organized and is a cottage based industry.Dr. Naval Agarwal, Birdhichand Ghanshyamdas Jewellers

Jaipur Jaipur Jodhpur

The karigars will look for alternative vocations. It is impossible for them to cope up with the increased book keeping requirements. We are at risk of losing the most rare and the biggest talent pool of the industry.

Premraj Rajendra Kumar Soni Jewellers, Jodhpur.Manish Soni,

Jewellers who are used to sitting in AC cabins came down this summer onto the roads and protested which itself shows how dreading this excise law regime is.

Vivek Kala, Kinu Baba Jewellery (India) Pvt. Ltd, Jaipur

GJF did not have any contacts with the local associations. All protest decisions we had to take, was on our own. If there had been a little more effort and GJF would have guided the associations better then we could have made this into a stronger movement.

Mehta Jewellers & PATRON, Rajasthan Sarafa Sangh

Indersingh Mehta, The media and the political parties were a big letdown. They just came by and went but did not help us to amplify the protests.

Shivam Jewellers, JODHPUR CONVENOR, Jodhpur Jewellers Sangharsh SamitiNavin Soni,

One of the few states in India that geared up to protest against excise duty first, Rajasthan made its voice heard despite media support.

Galvanized Against Excise


82 | | 83

th 17 March

th 18 March

th 19 March

th 20 March

nd 22 March

th 24 March

th 25 March

th 27 march - 4th April

th 30 March

nd 2 April

th4 April

Jewellers go on strike, GJF

LUDHIANA: 3 ½ km Jewellers rally from

Civil Line collage to Arpee theatre chowk,

Ludhiana Jewellers Association (LJA).

AMRITSAR: Jewellers go on dharna,

Amritsar Swarnakar Sarafa Association

(ASSA).

CHANDIGARGH: Candle rally from Canara

bank to Fountain, sector 17, Chandigarh

Sarafa Association (CSA).

LUDHIANA: Jewellers hold 7 ½ km maha

rally from Collage road to Fountain chowk.

CHANDIGARH: Human chain of 800 people

from Neelam Theatre to sector 17.

CHANDIGARH: Memorandum to MP, Pawan

Kumar Bansal.

CHANDIGARH: Burnt effigy of Pranab

Mukherjee.

AMRITSAR: Jewellers hold candle march,

Action Committee (AC).

LUDHIANA: Scooter rally of 1500 people

from Collage road to Clock tower.

:

AMRITSAR: Chain hunger strike - 225

jewellers.

LUDHIANA: Jewellers hunger strike

CHANDIGARH: Rickshaw rally of 800

jewellers.

LUDHIANA: Memorandum sent to Finance

Minister, Pranab Mukherjee and MP Manish

Tiwari.

CHANDIGARH: Hunger strike of 250 to 300

people.

AMRITSAR: Bike Rally, 10,000 people

participated. But government stopped the

rally half way.

(As per information from LJA, CSA, ASSA,

AC, all jewellers across the state


17th March- 6th April).

NORTH - PUNJAB

Karigars really suffered during the strike. We took complete care of the Karigar’s food cost. The money will not be deducted from their wages.

Krishna Jewellers PRESIDENT, Jewellers Association, Vinod Talwar,

Chandigarh

If the government wanted, they could have increased the VAT from 1% to 1 ½ %. The goldsmiths and artisans will not be able to handle the kinds of book keeping required as per excise laws.Charanjit Arora, PRESIDENT, The Bullion & Ornaments Merchants Welfare Association, Amritsar Sarafa (Civil Wing)

Every jewellery retailer does a little bit of manufacturing too. Jewellery design and sizes are needed to be constantly altered as per customer's preferences. The excise law has too much paper work and is too hectic and tedious”.

Nagi Diamond Jewellers, AmritsarBaljeet Nagi,

With the excise regime small karigars will go away from the industry due to constant harassments by the excise officia”ls.

CONVENOR, All Punjab Jewellers AssociationManoj Ganda,

Under excise law, criminal proceedings can also be booked for lack of any record, which means even if a person is in possession of an ancestral gold jewellery item without necessary documents, they can be charged.Sohail Kedia, Maliram Jewellers

The 21 days jewellery industry protest was the biggest protest any industry did in India. Although jewelers lost a lot of business but the state and central government lost a lot of revenue too.Anil Talwar,

OWNER, Talwarsons

Jewellers, Chandigarh

Hunger strikes, slapping fine for opening stores as well as Langars for karigars during strike days - jewellers in Punjab made some special efforts to make their agitation a success.

Getting into the Act

Bhatinda Ludhiana

Amritsar

Amritsar

Amritsar

Amritsar


82 | | 83

th 17 March

th 18 March

th 19 March

th 20 March

nd 22 March

th 24 March

th 25 March

th 27 march - 4th April

th 30 March

nd 2 April

th4 April

Jewellers go on strike, GJF

LUDHIANA: 3 ½ km Jewellers rally from

Civil Line collage to Arpee theatre chowk,

Ludhiana Jewellers Association (LJA).

AMRITSAR: Jewellers go on dharna,

Amritsar Swarnakar Sarafa Association

(ASSA).

CHANDIGARGH: Candle rally from Canara

bank to Fountain, sector 17, Chandigarh

Sarafa Association (CSA).

LUDHIANA: Jewellers hold 7 ½ km maha

rally from Collage road to Fountain chowk.

CHANDIGARH: Human chain of 800 people

from Neelam Theatre to sector 17.

CHANDIGARH: Memorandum to MP, Pawan

Kumar Bansal.

CHANDIGARH: Burnt effigy of Pranab

Mukherjee.

AMRITSAR: Jewellers hold candle march,

Action Committee (AC).

LUDHIANA: Scooter rally of 1500 people

from Collage road to Clock tower.

:

AMRITSAR: Chain hunger strike - 225

jewellers.

LUDHIANA: Jewellers hunger strike

CHANDIGARH: Rickshaw rally of 800

jewellers.

LUDHIANA: Memorandum sent to Finance

Minister, Pranab Mukherjee and MP Manish

Tiwari.

CHANDIGARH: Hunger strike of 250 to 300

people.

AMRITSAR: Bike Rally, 10,000 people

participated. But government stopped the

rally half way.

(As per information from LJA, CSA, ASSA,

AC, all jewellers across the state


17th March- 6th April).

NORTH - PUNJAB

Karigars really suffered during the strike. We took complete care of the Karigar’s food cost. The money will not be deducted from their wages.

Krishna Jewellers PRESIDENT, Jewellers Association, Vinod Talwar,

Chandigarh

If the government wanted, they could have increased the VAT from 1% to 1 ½ %. The goldsmiths and artisans will not be able to handle the kinds of book keeping required as per excise laws.Charanjit Arora, PRESIDENT, The Bullion & Ornaments Merchants Welfare Association, Amritsar Sarafa (Civil Wing)

Every jewellery retailer does a little bit of manufacturing too. Jewellery design and sizes are needed to be constantly altered as per customer's preferences. The excise law has too much paper work and is too hectic and tedious”.

Nagi Diamond Jewellers, AmritsarBaljeet Nagi,

With the excise regime small karigars will go away from the industry due to constant harassments by the excise officia”ls.

CONVENOR, All Punjab Jewellers AssociationManoj Ganda,

Under excise law, criminal proceedings can also be booked for lack of any record, which means even if a person is in possession of an ancestral gold jewellery item without necessary documents, they can be charged.Sohail Kedia, Maliram Jewellers

The 21 days jewellery industry protest was the biggest protest any industry did in India. Although jewelers lost a lot of business but the state and central government lost a lot of revenue too.Anil Talwar,

OWNER, Talwarsons

Jewellers, Chandigarh

Hunger strikes, slapping fine for opening stores as well as Langars for karigars during strike days - jewellers in Punjab made some special efforts to make their agitation a success.

Getting into the Act

Bhatinda Ludhiana

Amritsar

Amritsar

Amritsar

Amritsar


84 | | 85

LUCKNOW: 3 day state wide bandh, GJF and

Lucknow Sarafa Association (LSA).

Jewellers protest at Hajrat Gunj, Nishad

Gunj, Chowk and Aminabad.

LUCKNOW: Budget copy burnt, Gheraoed

Congress office at Chowk. 300-400 people

participated.

LUCKNOW: Finance Minister effigy burnt at

Hazrat Gunj Chowraha

-

Statewide jewellers extend bandh for two

more days, U.P. Sarrafa Association.

LUCKNOW: Candle march from Babu K D

Singh stadium to Hazrat Gunj Gandhi idol.

LUCKNOW: Buddhi Shuddhi Yagna near

Gandhi Idol, Hazratgunj.

Association members meet Finance

Secretary, Sri Gujral, TRU head, Vivek

Johari, Additional Secretary, Sunil Gupta

and Union Coal Minister, Prakash Jaiswal.

KANPUR: Jewellers hold candle march.

LUCKNOW: Human Chain created at Hazrat

Gunj. LSA president, Ravindranath Rastogi

met Protocol Minister Avishek Mishra.

LUCKNOW: LSA and GJF members met CM

Akhilesh Yadav and ex BJP President

Rajnath Singh. Union Coal Minister adresses

a jewellers meeting.

LUCKNOW: Memorandum to District

Magistrate by ladies & elder members of

jewellers families.

KANPUR: Massive dharna and

demonstration with bike and car rally.

LUCKNOW: Candle march from Kaishar Bag

Chowk along with Buddhi – Shuddhi yagna.

LUCKNOW: FM’s 13th day post death rituals

carried out.

UP Jewellers go to delhi, Dr. Ravi Kapoor

adresses gathering at Karol Bagh. Also met

4 union ministers.

Entire UP bandh.

(As per the information available from

Lucknow Sarafa Association, jewellery

shops remained closed during March 17-

April 6.)

th17 March

th18 March

th19 March

th20 March

st21 March

nd22 March

th24 March

th25 March

th26 March

th27 March

th28 March

th29 March

th30 March st31 March

LUCKNOW: Jewellers again meet U.P CM,

Akhilesh Yadav. He reassures them of his

complete support.

Desperate Times.Desperate Measures.

NORTH - UTTAR PRADESH

Jewellers went to any length to magnify their voice against excise.

We have seen Gold control Act (GCA) and how dreadful it was but these excise laws are worse. We will need to now have a new department with people qualified for the job. The small jeweller will not survive the new regualtions. This is such a Chakravayu that someone or the other will always get caught in this. The government is trying to kill the trade by giving slow poisons such as the excise laws. It is promoting MNC’s and big corporate houses.

OWNER, Jugal Kishore Jewellers, MEMBER, Lucknow Sarafa AssociationRajan Rastogi,

We tried very hard to lobby with the top level government officials and make them understand the nuances of the jewellery business. The UP politicians were very vociferous in their support of our causes in the parliament.

DIRECTOR, Kays Jewels Pvt. Ltd., MEMBER, Uttar Pradesh Sarafa Association

Ravi Kapoor,

Excise duty is applied on pure manufacturers, then why in the first instance is it applied on retailers. During GCA, jewelers faced harassment only with the refining of gold but the excise duty will harass the jewelers with the accounts book keeping. The increased import duty and customs duty will increase smuggling through states attached to international borders.

MEMBER, Lucknow

Sarafa Association,

Amit Rastogi, PARTNER, Mohanshyam Kalyan Das Jewellers,

Lucknow Kanpur

Lucknow

Gorakhpur KanpurVaranasi

Agra

I don’t feel that there could have been any better way of protesting. The old adage is, Jab tak bachcha rota nahi hai tab tak Maa khana nahi khilati, the same way I think that closure of shops and dharnas was a very right approach. The government should understand that with the excise duty and import duty increase the jewellery prices will have a huge impact on middle class people.Ravindra Nath Rastogi, PARTNER, Mohanshyam Kalyan Das Jewellers, PRESIDENT, Lucknow Sarafa Association, JOINT SECRETARY, Uttar Pradesh Sarafa Association


84 | | 85

LUCKNOW: 3 day state wide bandh, GJF and

Lucknow Sarafa Association (LSA).

Jewellers protest at Hajrat Gunj, Nishad

Gunj, Chowk and Aminabad.

LUCKNOW: Budget copy burnt, Gheraoed

Congress office at Chowk. 300-400 people

participated.

LUCKNOW: Finance Minister effigy burnt at

Hazrat Gunj Chowraha

-

Statewide jewellers extend bandh for two

more days, U.P. Sarrafa Association.

LUCKNOW: Candle march from Babu K D

Singh stadium to Hazrat Gunj Gandhi idol.

LUCKNOW: Buddhi Shuddhi Yagna near

Gandhi Idol, Hazratgunj.

Association members meet Finance

Secretary, Sri Gujral, TRU head, Vivek

Johari, Additional Secretary, Sunil Gupta

and Union Coal Minister, Prakash Jaiswal.

KANPUR: Jewellers hold candle march.

LUCKNOW: Human Chain created at Hazrat

Gunj. LSA president, Ravindranath Rastogi

met Protocol Minister Avishek Mishra.

LUCKNOW: LSA and GJF members met CM

Akhilesh Yadav and ex BJP President

Rajnath Singh. Union Coal Minister adresses

a jewellers meeting.

LUCKNOW: Memorandum to District

Magistrate by ladies & elder members of

jewellers families.

KANPUR: Massive dharna and

demonstration with bike and car rally.

LUCKNOW: Candle march from Kaishar Bag

Chowk along with Buddhi – Shuddhi yagna.

LUCKNOW: FM’s 13th day post death rituals

carried out.

UP Jewellers go to delhi, Dr. Ravi Kapoor

adresses gathering at Karol Bagh. Also met

4 union ministers.

Entire UP bandh.

(As per the information available from

Lucknow Sarafa Association, jewellery

shops remained closed during March 17-

April 6.)

th17 March

th18 March

th19 March

th20 March

st21 March

nd22 March

th24 March

th25 March

th26 March

th27 March

th28 March

th29 March

th30 March st31 March

LUCKNOW: Jewellers again meet U.P CM,

Akhilesh Yadav. He reassures them of his

complete support.

Desperate Times.Desperate Measures.

NORTH - UTTAR PRADESH

Jewellers went to any length to magnify their voice against excise.

We have seen Gold control Act (GCA) and how dreadful it was but these excise laws are worse. We will need to now have a new department with people qualified for the job. The small jeweller will not survive the new regualtions. This is such a Chakravayu that someone or the other will always get caught in this. The government is trying to kill the trade by giving slow poisons such as the excise laws. It is promoting MNC’s and big corporate houses.

OWNER, Jugal Kishore Jewellers, MEMBER, Lucknow Sarafa AssociationRajan Rastogi,

We tried very hard to lobby with the top level government officials and make them understand the nuances of the jewellery business. The UP politicians were very vociferous in their support of our causes in the parliament.

DIRECTOR, Kays Jewels Pvt. Ltd., MEMBER, Uttar Pradesh Sarafa Association

Ravi Kapoor,

Excise duty is applied on pure manufacturers, then why in the first instance is it applied on retailers. During GCA, jewelers faced harassment only with the refining of gold but the excise duty will harass the jewelers with the accounts book keeping. The increased import duty and customs duty will increase smuggling through states attached to international borders.

MEMBER, Lucknow

Sarafa Association,

Amit Rastogi, PARTNER, Mohanshyam Kalyan Das Jewellers,

Lucknow Kanpur

Lucknow

Gorakhpur KanpurVaranasi

Agra

I don’t feel that there could have been any better way of protesting. The old adage is, Jab tak bachcha rota nahi hai tab tak Maa khana nahi khilati, the same way I think that closure of shops and dharnas was a very right approach. The government should understand that with the excise duty and import duty increase the jewellery prices will have a huge impact on middle class people.Ravindra Nath Rastogi, PARTNER, Mohanshyam Kalyan Das Jewellers, PRESIDENT, Lucknow Sarafa Association, JOINT SECRETARY, Uttar Pradesh Sarafa Association


86 |

Taking it to the Higher Platue

NORTH - HIMACHAL PRADESH

What is the guarantee that jewelers who do not fall under the excisable bracket will not be unnecessary harassed?Akshay Verma, MANAGING DIRECTOR, Verma Jewellers and GENERAL SECRETARY, Solan Jewellers. Association.

GJF has played the pivotal role in making sure that the excise duty is not levied on the jewellery industry. Through keeping close contacts with all the associations across the country or leading movements at the national level, GJF has played an important role.Kapil Sood,

MANAGING DIRECTOR, Mahashe

Jewellers and PRESS SECRETARY, Jewellers Association of Shimla.

I am not at all happy with the way GJF functioned during these 21-22 days. There was no reason to shut down the shop at the first instance. Instead the GJF should have met the finance minister, submitted a memorandum, taken out protest marches, tied black ribbons and even after all this if nothing would have happened then should have gone for the closure of shops.

Sufal Sood, PRESIDENT, Jewellers Association Shimla

Himachal Pradesh also joined the national anti-excise chorus.

Shimla

th17 March

th th19 - 20 March

rd23 March

th24 March

th25 March

th27 March

nd2 April

rd3 April

th4 April

Statewide jewellers meet in Shimla,

Jewellers Association Shimla(JAS)

SHIMLA : Candle march, Jewellers

Association of Shimla.

SHIMLA : Statewide jewellers meet.

SHIMLA : Submitted memorandum to

governor, Urmila Singh.

SOLAN : Submitted memorandum to

Governor, Himachal Pradesh Jewellers

Association

Car Rally, Shimla to Solan, 100 cars

SHIMLA: Submitted memorandum to CM

Prof. Prem Kumar Dhumal.

SHIMLA : Jewellers delegates meet former

CM & submitted a memorandum.

Participated in human chain and met Raja

Vir Bhadra Singh at Chandigarh. Also

joined a rally there.

SHIMLA : Hunger strike, everyday 5

people sat on strike.

(As per information from JAS, all jewellers

across the state participated in the

Nationwide Bandh from 17th March- 6th

April)

Solan


87 |

th17 MARCH

th19 MARCH

st21 MARCH

nd22 MARCH

th25 MARCH

th29 MARCH

th30 MARCH

nd2 APRIL

th4 APRIL

DEHRADUN:

Dharamshala Convention Hall, Uttarakhand

Jewellery Association.

DEHRADUN: Protest March from Sarafa

Market to Bhagat Singh Chowk.

DEHRADUN: Association members meet

District Magistrate.

DEHRADUN: Candle march from Main

Market to Bhagat Singh Chowk.

DEHRADUN: Protest march with banners

and logos from Main market to Gandhi

Marg.

DEHRADUN: Arthi of Finance Minister

taken out.

DEHRADUN: Request letter to Finance

Minister, Uttarakhand Trade Association.

DEHRADUN: Hunger Strike and Dharna.

DEHRADUN: All association maharally from

Main market to District Magistrate’s office.

(As per information from Uttarakhand

Jewellery Association, all jewellers across

the state participated in the Nationwide

Bandh from 17th March- 6th April)

Jewellers meet at

Excise-Anxious

NORTH - UTTARAKHAND

In these 22 days of closure, our business has moved back by almost 3 months. Also I am just amazed at the response of the MLAs and MPs, no political party has come out in full support of the industry.

MANAGING DIRECTOR (MD), Mohan Singh Bhalla Jewellers

Sukhvinder Bhalla

Dehradun

Dehradun

There are many paper mills and steel mills in Uttarakhand and our friends from these industries regularly face a lot of harassment at the hands of excise officials.Sandip Singhal, PROPRIETOR, Divine Diamonds

Agitation in Uttarakhand includes protest march, candle march, Maharally.


88 | | 89

th17 March

th19 March

nd 22 March

rd23 March

th 28 March

rd 3 April

4th April

th6 April

Statewide bandh, Kolkata Gems and

Jewellers Welfare Association, All India

Gems & Jewellery Trade Federation and

Swarnashilpo Bachao Committee.

KOLKATA: Swarnoshilpo Bachao Committee

meet State Industry and Commerce

Minister Partho Chatterjee.

KOLKATA: Strike lifted off only in Kolkata

KOLKATA: Industry minister Partho

Chatterjee talks to finance minister in an

ASSOCHAM Seminar

KOLKATA: Strike resumes, all shops down

shutters.

KOLKATA: Candle light March at Gariahat,

Kolkata Gems and Jewellery Welfare

Association.

KOLKATA: Rally from Bowbazar to

Esplanade.

KOLKATA: Silent Protest at Bowbazar.

Swarnashilpo Bachao Committee

Raising The PitchAgainst Excise

EAST - WEST BENGAL

Now for any ( heirloom) piece that will be recycled the government wants us to charge excise on the actual market value of the piece. Although, we charge only labour.

WORKING PRESIDENT, Swarnashilpa Bachao CommitteeBablu Dey,

Government should keep in mind that jewellery industry is mainly an unorganized sector.

SECRETARY, Kolkata Gems and Jewellery Welfare Association, CHAIRMAN, IGJ Creations

Pramod Dugar,

My appeal to the government is – don’t create a situation for jewellers where they are tempted and compelled to go for unaccounted transactions. The excessive and unreasonable paperwork will make the next generation shun the industry. Pankaj Parekh, REGIONAL CHAIRMAN, GJEPC

In Kolkata, we have received good media support. Contrary to the editorial policy adopted by the national media, regional media projected our activities with due importance.

PRESIDENT, Swarna Shilpa Bachao Committee, DIRECTOR, B.C. Sen JewellersSubir Sen,

Although bullion leaders have nothing to do with the entire movement, we decided to participate in this agitation because we wanted to show our solidarity towards jewellers. Harshad Ajmera, PRESIDENTIndian Association of Hallmarking Centres,SECRETARY, Swarna Shilpa Bachao Committee, PROPRIETOR, JJ Gold house

Kolkata Kolkata Kolkata

Kolkata

Kolkata

Kolkata

The hub of hand-crafted jewellery and home to lakhs of karigars raised hands in protest.


88 | | 89

th17 March

th19 March

nd 22 March

rd23 March

th 28 March

rd 3 April

4th April

th6 April

Statewide bandh, Kolkata Gems and

Jewellers Welfare Association, All India

Gems & Jewellery Trade Federation and

Swarnashilpo Bachao Committee.

KOLKATA: Swarnoshilpo Bachao Committee

meet State Industry and Commerce

Minister Partho Chatterjee.

KOLKATA: Strike lifted off only in Kolkata

KOLKATA: Industry minister Partho

Chatterjee talks to finance minister in an

ASSOCHAM Seminar

KOLKATA: Strike resumes, all shops down

shutters.

KOLKATA: Candle light March at Gariahat,

Kolkata Gems and Jewellery Welfare

Association.

KOLKATA: Rally from Bowbazar to

Esplanade.

KOLKATA: Silent Protest at Bowbazar.

Swarnashilpo Bachao Committee

Raising The PitchAgainst Excise

EAST - WEST BENGAL

Now for any ( heirloom) piece that will be recycled the government wants us to charge excise on the actual market value of the piece. Although, we charge only labour.

WORKING PRESIDENT, Swarnashilpa Bachao CommitteeBablu Dey,

Government should keep in mind that jewellery industry is mainly an unorganized sector.

SECRETARY, Kolkata Gems and Jewellery Welfare Association, CHAIRMAN, IGJ Creations

Pramod Dugar,

My appeal to the government is – don’t create a situation for jewellers where they are tempted and compelled to go for unaccounted transactions. The excessive and unreasonable paperwork will make the next generation shun the industry. Pankaj Parekh, REGIONAL CHAIRMAN, GJEPC

In Kolkata, we have received good media support. Contrary to the editorial policy adopted by the national media, regional media projected our activities with due importance.

PRESIDENT, Swarna Shilpa Bachao Committee, DIRECTOR, B.C. Sen JewellersSubir Sen,

Although bullion leaders have nothing to do with the entire movement, we decided to participate in this agitation because we wanted to show our solidarity towards jewellers. Harshad Ajmera, PRESIDENTIndian Association of Hallmarking Centres,SECRETARY, Swarna Shilpa Bachao Committee, PROPRIETOR, JJ Gold house

Kolkata Kolkata Kolkata

Kolkata

Kolkata

Kolkata

The hub of hand-crafted jewellery and home to lakhs of karigars raised hands in protest.


90 |

EAST - TRIPURA

Tripura Jewellers Association took out rallies in protest against excise.

We many a times take old jewellery from customers who wish to remake it into new jewellery. As soon as the form of the jewellery changes, we automatically become a manufacturer, although we just charge the labour cost and extra gold price,if any, from the customer.Rupak Saha, DIRECTOR, Shyam Sunder Co.Jewellers Pvt.Ltd., Agartala, Tripura and VICE PRESIDENT, Tripura Jewellers Association

th st 17 - 21 March

th26 March

Statewide bandh, Tripura Jewellers

Association, GJF

Association members meet Partho Chatterjee, Industry

Minister, West Bengal and give the

Memorandum.

AGARTALA : Held Press

Conference, Tripura Jewellers

Association

AGARTALA : Jewellers hold a rally.

All jewellers open shops

nd th22 - 25 March

th27 March

nd2 April

th4 April

th7 April

Jewellers open shops

Jewellers again shut shops

Tripura Tripura

Lending its Voice


| 91

th17 - 23rd March

th th24 - 25 March

th26 March

th 4 April

th7 APRIL

Statewide bandh, GJF nationwide

bandh

Shops re-opened.

BHUBHANESHWAR: Jewellers hold rally

in front of the Congress Bhawan, All

Odisha Jewellers Association(AOJA).

CUTTACK: Excise officials visit four

jewellery stores.

All jewellers open shops and do

business as usual.

All jewellers shut shops indefinitely.

Face-off

While jewellers from other parts of Odisha were busy protesting, Excise officials silently got into the act by visiting the shops in Cuttack.

The government is expected to mop-up a certain revenue by imposing excise duty on unbranded jewellery. But, at the same time, the government is giving unlimited power to some officials who could misinterpret the laws.

DIRECTOR, Somnath Naik Jyotsna and MEMBER, Board of Directors, GJF.Mitesh Khimjee,

The intention of the excise officials who visited some jewellery shops in Cuttack was not clear to me because the finance ministry gave assurance that excise department won’t interfere into the business till the matter is resolved. Somnath Naik, PROPRIETOR, Jyotsna Alankar Bhandar, PRESIDENT, All Odisha Jewellers Association.

Bhubaneshwar Rourkela

Bhubaneshwar

EAST- ODISHA

Rourkela


92 |

EAST - ASSAM

Assam

th th17 -19 March

th27 March

th th 28 March - 29 March

th30 March

th5 April

Statewide bandh, GJF

Jewellers reopen shops

Jewellers shut shops

th20 March

th7 April

GUWAHATI : Jewellers meeting organized,

Nikhil Assam Swarnakar Shilpi Samiti

GUWAHATI : Jewellers rally organized.

Jewellery shops reopen.

GUWAHATI : Indefinite strike decision taken.

-

Jewellers reopen shops on FM’s assurance of

excise roll back.

Guwahati

Jewellers in this North-eastern state came together to demonstrate.

Maintaining excised and non excised stock in the same store is a tedious task. The excise duty limit of upto 5 cr is bizarre looking at the current prices of gold and diamonds. Even if a retailer sells just 60gm a day, he will cross the Rs. 5cr mark.

PARTNER, Supriti Jewellers, MEMBER, Nikhil Assam Swarna Shilpi Samiti, Jorhat

Amit Ranjan Roy,

If not going directly for closure of shops and protesting, the industry should have spoken to the finance minister, it would have been better. If he had not listened then protesting would have made a point. In all this, the government, jewellers both lost business and customers faced problems. Anil Jain, PROPRIETOR, Tansukhrai Ratanlal Jewellers, One of GJF founder members

Dissatisfaction All Around


Baring the Brunt

Patna

| 93

th th 17 - 19 March

th20 March

th th26 - 27 March

th29 march

st31 March

nd2 April

th 4 April

PATNA: Statewide bandh, GJF

PATNA: Jewellers rally, Patliputra Sarafa

Sangh (PSS) and Swarna Vyavsay Sangh

(SVS).

PATNA: Jewellers meet to decide further

protest strategy.

PATNA: All jewellery shop closed and Rally

at Bakharganj Complex.

Memorandum to Captain Jai Narayan

Prasad Nishad, M.P. of Muzaffarpur.

PATNA: Jewellers meeting at Sabha Ghar

Hall, Bihar Chamber of Commerce.

PATNA: Ardh – Nagna Pradarshan (Half

Naked rally), Bihar Rajya Sarafa Sangh.

(As per the information available from PSS

and SVS, jewellery shops remained closed

during March 17-April 6.)

When emotions take over: jewellers in Patna are on the street to protest against excise duty.

The strike had a devastating effect on everyone concerned in the industry-particularly the manufacturers at the retail end. The 22 day strike has upset the whole system which is still shaky due to

the uncertainity about the future. Manufacturers, wholesalers and retailers are

skeptical about producing/stocking new goods and the worst affected are thus the artisans at the grass root level who are unable to sustain their living. Manufacturers and retailers who were planning on expansion and improving their systems are already stepping back on plans because of the uncertainity and the grim prospects of excise imposition. The whole industry is going to stagnate and there will be little technological advancement to improve quality and reduce costs to the end customer."

CEO, Hira Panna JewellersPatna, BiharShekhar keshri,

Patna

EAST - BIHAR


94 | | 95

th17 March

th18 March

th20 March

nd22 March

rd23 March

th4 April

th7 April


RANCHI: Motorcycle rally, Jharkhand Rajya

Sarafa Association

RANCHI: Memorandum to PM

RANCHI: Memorandum to Governor

RANCHI: Memorandum to Central Minster

Subodh Kant Sahay

RANCHI: Jewellers meet to decide further

course of action.

Jewellers open shops after 21-day strike.

(According to Jharkhand Swarnkar

Association, the shops were closed between

March 17-April 6.)

EAST - JHARKHAND

Ranchi

This import hike by the government will promote smuggling of gold. Smaller traders will completely go out of business.Pradeep Tulsyan, MEMBER, Jharkhand Swarnkar Association and DIRECTOR, Tulsyan Jewellers

The government is again trying to control the gold. If this happens, then this complete trade will be destructed.

Ashish Arya, MEMBER, Sarrafa Association of Jhharkhand and PROPRIETOR, Navratan Jewellers

Jewellers condemned in unambiguous voice the ill-effects of excise duty.

The demands of Gold-Silver traders are genuine and the government should consider them.

Sajjan Saraf, PRESIDENT, Federation Of Chambers.

Our shops were closed for so many days. Is the government bothered about this? Our legitimate demands should be given a thought.

Ashish Gupta, MEMBER,Jharkhand Swarnkar Association and PROPRIETOR, Jewel India

The government has taken a step which will destroy the gold-silver trade. We all are unhappy.

MEMBER, Jharkhand Swarnkar Association and PROPRIETOR, Jevar Jewellers

Prem Prakash Arya,

On the Course

RanchiRanchi


94 | | 95

th17 March

th18 March

th20 March

nd22 March

rd23 March

th4 April

th7 April


RANCHI: Motorcycle rally, Jharkhand Rajya

Sarafa Association

RANCHI: Memorandum to PM

RANCHI: Memorandum to Governor

RANCHI: Memorandum to Central Minster

Subodh Kant Sahay

RANCHI: Jewellers meet to decide further

course of action.

Jewellers open shops after 21-day strike.

(According to Jharkhand Swarnkar

Association, the shops were closed between

March 17-April 6.)

EAST - JHARKHAND

Ranchi

This import hike by the government will promote smuggling of gold. Smaller traders will completely go out of business.Pradeep Tulsyan, MEMBER, Jharkhand Swarnkar Association and DIRECTOR, Tulsyan Jewellers

The government is again trying to control the gold. If this happens, then this complete trade will be destructed.

Ashish Arya, MEMBER, Sarrafa Association of Jhharkhand and PROPRIETOR, Navratan Jewellers

Jewellers condemned in unambiguous voice the ill-effects of excise duty.

The demands of Gold-Silver traders are genuine and the government should consider them.

Sajjan Saraf, PRESIDENT, Federation Of Chambers.

Our shops were closed for so many days. Is the government bothered about this? Our legitimate demands should be given a thought.

Ashish Gupta, MEMBER,Jharkhand Swarnkar Association and PROPRIETOR, Jewel India

The government has taken a step which will destroy the gold-silver trade. We all are unhappy.

MEMBER, Jharkhand Swarnkar Association and PROPRIETOR, Jevar Jewellers

Prem Prakash Arya,

On the Course

RanchiRanchi


96 |

th17 March

st21 March

th st 24 March - 31 March

th30 March

st31 March

th4 April

th6 April

th 7 April

INDORE : Candle march from Sarafa market

to Rajwada; Indore Sarafa Association.

INDORE : All district associations meet and

hold a candle light march from Sarafa

market to Kisanpura.

INDORE : Jewellers start chain Hunger

strike.

BHOPAL : Mashaal rally of 2000 jewellers,

Bhopal Sarafa Association

INDORE : Black dress code on last day of

hunger strike.

INDORE : Human chain of 3000 women

from Sarafa market to Rajwada.

INDORE :Jewellers sell vegetables as a mark

of protest

All jewellers re-open shops.

(According to the information available

from Madhya Pradesh Sarafa Association,

all the jewellery shops were closed during

March 17-April 6)

CENTRAL - MADHYA PRADESH

Future is bleak during excise regime - that’s the message the jewellery retailers in Indore wanted to send out by selling vegetables.

We don’t want to see the return of the black days of gold control act. The jewellers are bracing for bigger movement in days to come if government fails to deliver on its promise.

PRESIDENT, Indore Chandi Sona Zaverat Vyapari Association

Hukumji Soni

The local excise officials aren’t working in tandem with their higher authorities and that’s the biggest concern for jewellers like us. On March 16, after the budget was tabled, excise officials paid surprise visit to my store for gathering information on karigars.

PRESIDENT, Madhya Pradesh Safara Association andSenior Vice President, All India Sarafa Association (Delhi)

Nirmal Bhura

I can’t really fathom the fact that excise officials will have the power to track our jewellery. As jeweller, we aren’t ready to go through any unnecessary hassle in a bid to tow the excise line.

OWNER, Punjabi SarafSumeet Anand

Indore

PDA (Public Display of Anger)

Indore


| 97

th th17 March - 5 April

nd22 March

th21 March

th26 March

nd2 April

All jewellery stores remain shut

RAIPUR: Jewellers hold

Chhatishgarh Sarafa Association (CSA).

Candle march in various cities like

Jagdalpur, Raipur, Durg etc.

RAIPUR: Rally at Sadar Bazar Jaistambh

Chowk

DURG: Memorandum to Rina Kangali, Durg

District Jewellery Association.

(As per information from CSA, all jewellers

across the state participated in the

Nationwide Bandh from 17th March- 6th

April)

Bike Rally,

Putting up Pressure

CENTRAL - CHATTISGARH

Jewellers were quite active in venting their ire against excise.

Chattisgarh

I think government has buckled under pressure from the branded jewellery lobby. Gems and jewellery is heritage business and government should formulate policies keeping in mind the nature of the industry.

DIRECTOR, Jin Kushal JewellersJay Kumar Jain, MANAGING

Imposing excise duty on the jewellery manufacturing units in SEZs is somehow acceptable, but not on unbranded jewellery sector. Trilokchand BardiaPRESIDENT, Chhattisgarh Sarafa Association and DIRECTOR, Anoopchand Trilokchand Jewellers Pvt.Ltd.

If excise duty is imposed, the majority of business will gravitate towards the excise compliant manufacturers and self-employed and small karigars will be wiped out from the business completely.

ZONAL CHAIRMAN, GJF and

DIRECTOR, Anoopchand Trilokchand Jewellers Pvt.Ltd.

Ashok Bardia,

Chattisgarh


98 | | 99

th17

th24 March

th27 March

th30 March

nd2 April

nd2 April

nd3 April

th4 April

th5 April

th7 April

March Jewellers downed shutters.

MUMBAI: Rally in Azad Maidan, Mumbai

Wholesale Gold Jewellers Association.

KOLHAPUR: Jewellers meeting from

Kolhapur and neighbouring cities in

Karnataka, Kolhapur Sarafa Vyapari

Association.

MUMBAI: Press conference at Hotel

Trident, BKC.

AURANGABAD: 10 km long rally,

memorandum to Commissioner, Central

Excise & Customs, Maharashtra Rajya

Sarafa Maha Mandal.

MUMBAI: Police lathicharge on protesting

jewellers at Kalva Devi Road.

NASHIK: Chain Hunger Strike, Nashik

Sarafa Association.

MUMBAI: Jewellers meeting at Sion,

Vyapari Vikas Association.

MUMBAI: Jewellers meeting, GJF

MUMBAI: Press conference to clarify

stance, GJF

AURANGABAD: Memorandum to

Chandrakant Khaire, Shiv Sena MP.

Delegation also met Ex-Chief Minister of

Maharashtra, Vilasrao Desmukh and AICC

General Secretary, Ghulam Nabi Azad,

Aurangabad Sarafa Association.

MUMBAI: Rally from Parel to Sion,

Maharashtra Rajya Sarafa Mahamandal

(As per the Maharashtra Rajya Sarafa

Mahamandal, jewellery shops in the state

were closed between March 17- April 6.)

The Nerve-Centre

WEST - MAHARASHTRA

Unlimited passion and limitless people - both were on display in various cities in Maharashtra and especially in Mumbai.

We don’t want any quick-fix solution. We want a permanent excise-duty-free business environment.

MEMBER, Mumbai Wholesale Gold Jewellers Association and OWNER, M.L.Kanhaiyalal Jewellers

Mithailal Soni,

In a 400 square-feet store, how can a jeweller segregate his inventory to comply with the excise law?

PRESIDENT, Maharashtra Rajya Sarafa Mahamandal and MANAGING DIRECTOR, Ranka Jewellers Pvt. Ltd.

Fatehchand Ranka,

The small jewellers will be the ultimate victims of the excise policy. It would be extremely difficult for them to learn the nitty-gritty of the processes.

SECRETARY, Maharashtra Rajya Sarafa Mahamandal and PARTNER, Ashtekar Brothers JewellersNitin Ashtekar,

Excise duty is more dangerous than Gold control act. Jewellers won’t be able to do business for a single day if excise duty gets implemented.

Ghisulal Solanki, EX-VICE PRESIDENT, Maharashtra Rajya Sarafa Mahamandal.The non-branded jewellery segment works on a wafer-thin

margin. Because of TCS, excise duty, custom duty etc., the cost at the consumer-end will increase by 7%. Consequently, jewellery stands to lose its market share and it can encourage a strong parallel economy.

EX-CHAIRMAN, GJF DIRECTOR, Danabhai Jewellers As spoken at GJF press conference on 5th April

Ashok Minawala, and MANAGING

Nashik Vashi Aurangabad

Aurangabad

Nashik

Vashi

Mumbai


98 | | 99

th17

th24 March

th27 March

th30 March

nd2 April

nd2 April

nd3 April

th4 April

th5 April

th7 April

March Jewellers downed shutters.

MUMBAI: Rally in Azad Maidan, Mumbai

Wholesale Gold Jewellers Association.

KOLHAPUR: Jewellers meeting from

Kolhapur and neighbouring cities in

Karnataka, Kolhapur Sarafa Vyapari

Association.

MUMBAI: Press conference at Hotel

Trident, BKC.

AURANGABAD: 10 km long rally,

memorandum to Commissioner, Central

Excise & Customs, Maharashtra Rajya

Sarafa Maha Mandal.

MUMBAI: Police lathicharge on protesting

jewellers at Kalva Devi Road.

NASHIK: Chain Hunger Strike, Nashik

Sarafa Association.

MUMBAI: Jewellers meeting at Sion,

Vyapari Vikas Association.

MUMBAI: Jewellers meeting, GJF

MUMBAI: Press conference to clarify

stance, GJF

AURANGABAD: Memorandum to

Chandrakant Khaire, Shiv Sena MP.

Delegation also met Ex-Chief Minister of

Maharashtra, Vilasrao Desmukh and AICC

General Secretary, Ghulam Nabi Azad,

Aurangabad Sarafa Association.

MUMBAI: Rally from Parel to Sion,

Maharashtra Rajya Sarafa Mahamandal

(As per the Maharashtra Rajya Sarafa

Mahamandal, jewellery shops in the state

were closed between March 17- April 6.)

The Nerve-Centre

WEST - MAHARASHTRA

Unlimited passion and limitless people - both were on display in various cities in Maharashtra and especially in Mumbai.

We don’t want any quick-fix solution. We want a permanent excise-duty-free business environment.

MEMBER, Mumbai Wholesale Gold Jewellers Association and OWNER, M.L.Kanhaiyalal Jewellers

Mithailal Soni,

In a 400 square-feet store, how can a jeweller segregate his inventory to comply with the excise law?

PRESIDENT, Maharashtra Rajya Sarafa Mahamandal and MANAGING DIRECTOR, Ranka Jewellers Pvt. Ltd.

Fatehchand Ranka,

The small jewellers will be the ultimate victims of the excise policy. It would be extremely difficult for them to learn the nitty-gritty of the processes.

SECRETARY, Maharashtra Rajya Sarafa Mahamandal and PARTNER, Ashtekar Brothers JewellersNitin Ashtekar,

Excise duty is more dangerous than Gold control act. Jewellers won’t be able to do business for a single day if excise duty gets implemented.

Ghisulal Solanki, EX-VICE PRESIDENT, Maharashtra Rajya Sarafa Mahamandal.The non-branded jewellery segment works on a wafer-thin

margin. Because of TCS, excise duty, custom duty etc., the cost at the consumer-end will increase by 7%. Consequently, jewellery stands to lose its market share and it can encourage a strong parallel economy.

EX-CHAIRMAN, GJF DIRECTOR, Danabhai Jewellers As spoken at GJF press conference on 5th April

Ashok Minawala, and MANAGING

Nashik Vashi Aurangabad

Aurangabad

Nashik

Vashi

Mumbai


100 | | 101

Shutters down by 2 pm

Markets remain closed - GJF, Ahmedabad

Jewellers Association (AJA)

VADODARA : Memorandum to Excise

Commissioner, Collector and MLA;

Vadodara Jewellers Association

SURAT : Moan Rally, All Surat Jewellers

Association

AHMEDABAD : All state associations meet.

They decide to continue with the strike

indefinitely till excise is rolled back

AHMEDABAD & VADODARA : Excise

Consultant explained the nuances of the

law to the top jewellers.

AHMEDABAD : Moan Rally at C C Road.

SURAT : Candle Light March.

VADODARA : Candle Light March.

NAVSARI: Memorandum to Collector

VADODARA : Scooter and bike rally.

NAVSARI: Hunger strike in front of

Municipal Commissioner office. Candle

march at MG Road in evening

VADODARA : Seminar on excise at Central

Gujrat Chamber of Commerce.

Jewellers from Vadodara and Ahmedabad

along with GJF vice chairman met Pranab

Mukherjee.

VADODARA : Discussion with Excise

Consultants at local newspaper office

SURAT : Bike Rally

VADODARA : Q&A session with local

newspaper, Divya Bhaskar. Candle March at

C C Road

VADODARA : Reading of Hanuman Chalisa

organized. Jewellers human chain formed

in city.

VADODARA : Maha Samelan organized to

discuss the future course of action,

Vadodara Jewellers Association, 4000

jewellers participated.

AHMEDABAD : Rasta Roko Andolan, 3000


All the associations decide to open the

showrooms.

(As per the AJA, the jewellery shops in the

state were closed between March 17-April)

th16 March

th17 March

th18 March

th19 March

st21 March

nd22 March

th 24 March

th25 March

th26 March

th 27 March

th28 March

st31 March

nd 2 April

th6 April

Mashaal rally from Mandhvi to

Gandhinagar Gruh

Upping the Ante

WEST - GUJARAT

The free movement of jewellery will be severely restricted because of excise duty. At the same time, reports of protesters pelting stones at branded jewellery stores in some cities are very upsetting.

PRESIDENT,Vadodara Jewellery Association and PARTNER, Damodardas Jewellers

Prakash Chokshi

Small karigars and artisans may get out of the excise net through SSI exemption, but they still have to maintain accurate records of stock in their units.

PRESIDENT, Jewellers’ Association Ahmedabad and DIRECTOR, Zaveri & Co.Pvt.Ltd.

Zaveribhai V Zaveri

The cross verification with uneducated and disorganized karigars may lead to added problems for us.Vipul MehtaDIRECTOR, Ltd.

Laxmi Jewellery Export Pvt.

None can deny the fact that there is lack of trust between the jewellers and the excise department. It is important to first clear the air.Viren ChoksiDIRECTOR, D. Khushalbhai Jewellers

Jewellers in various cities in Gujarat came together and intensified their agitation against the excise duty.

Vadodara Ahmedabad Ahmedabad Ahmedabad

Ahmedabad Ahmedabad


100 | | 101

Shutters down by 2 pm

Markets remain closed - GJF, Ahmedabad

Jewellers Association (AJA)

VADODARA : Memorandum to Excise

Commissioner, Collector and MLA;

Vadodara Jewellers Association

SURAT : Moan Rally, All Surat Jewellers

Association

AHMEDABAD : All state associations meet.

They decide to continue with the strike

indefinitely till excise is rolled back

AHMEDABAD & VADODARA : Excise

Consultant explained the nuances of the

law to the top jewellers.

AHMEDABAD : Moan Rally at C C Road.

SURAT : Candle Light March.

VADODARA : Candle Light March.

NAVSARI: Memorandum to Collector

VADODARA : Scooter and bike rally.

NAVSARI: Hunger strike in front of

Municipal Commissioner office. Candle

march at MG Road in evening

VADODARA : Seminar on excise at Central

Gujrat Chamber of Commerce.

Jewellers from Vadodara and Ahmedabad

along with GJF vice chairman met Pranab

Mukherjee.

VADODARA : Discussion with Excise

Consultants at local newspaper office

SURAT : Bike Rally

VADODARA : Q&A session with local

newspaper, Divya Bhaskar. Candle March at

C C Road

VADODARA : Reading of Hanuman Chalisa

organized. Jewellers human chain formed

in city.

VADODARA : Maha Samelan organized to

discuss the future course of action,

Vadodara Jewellers Association, 4000


AHMEDABAD : Rasta Roko Andolan, 3000


All the associations decide to open the

showrooms.

(As per the AJA, the jewellery shops in the

state were closed between March 17-April)

th16 March

th17 March

th18 March

th19 March

st21 March

nd22 March

th 24 March

th25 March

th26 March

th 27 March

th28 March

st31 March

nd 2 April

th6 April

Mashaal rally from Mandhvi to

Gandhinagar Gruh

Upping the Ante

WEST - GUJARAT

The free movement of jewellery will be severely restricted because of excise duty. At the same time, reports of protesters pelting stones at branded jewellery stores in some cities are very upsetting.

PRESIDENT,Vadodara Jewellery Association and PARTNER, Damodardas Jewellers

Prakash Chokshi

Small karigars and artisans may get out of the excise net through SSI exemption, but they still have to maintain accurate records of stock in their units.

PRESIDENT, Jewellers’ Association Ahmedabad and DIRECTOR, Zaveri & Co.Pvt.Ltd.

Zaveribhai V Zaveri

The cross verification with uneducated and disorganized karigars may lead to added problems for us.Vipul MehtaDIRECTOR, Ltd.

Laxmi Jewellery Export Pvt.

None can deny the fact that there is lack of trust between the jewellers and the excise department. It is important to first clear the air.Viren ChoksiDIRECTOR, D. Khushalbhai Jewellers

Jewellers in various cities in Gujarat came together and intensified their agitation against the excise duty.

Vadodara Ahmedabad Ahmedabad Ahmedabad

Ahmedabad Ahmedabad


102 |

th st17 -21 March

nd 22

rd th23 March - 24 March

th26 March

th27 March

th28 March

All jewellers do not keep shutters down.

Parts of the state remain closed.

MarchHYDERABAD: Candlelight March at

Charminar, Charkaman Jewellers Sarafa

Association (CJSA).

HYDERABAD: Memorandum to MP’s

Renuka Chowdhury and Ahaudin

Owaisi, Hyderabad Secunderabad

Jewellery Fraternity (HSJF).

HYDERABAD: Dharna at Siddiamber

Bazar.

HYDERABAD: Rally at Necklace Road,

Ameenpet Jewellers Association (AJA).

HYDERABAD: Dharna at Charminar.

Not A Wholesome Effort

SOUTH - ANDHRA PRADESH

I personally feel the imposition of excise duty is a step backward. The freedom of the karigars will be curbed to some extent. Government should work out taxation policy for this industry which will eventually help the trade function better.

CHAIRMAN and CEO, Meena JewellersUmesh Jethwani,

Jewellery is one of the performing assets in India in terms of export revenue, employment, custom revenue generation. Praveen Kumar, MANAGING PARTNER, Shree Balaji Jewellers and SECRETARY, Twin City Jewellers Association.

Hyderabad

Hyderabad

Hyderabad

Excise duty will eventually weed out some brilliant workmanships like nakshikarigari from the industry. Those karigars will find out alternate vocation while buckling under the pressure of doing paperwork.

PARTNER, Rajlakshmi Jewellers and WORKING COMMITTEE MEMBER, Twin City Jewellers Association.

Naveen Agarwal,

Although, jewellers in the state were unanimously united against excise, fractured opinion on opening shops didn’t make the agitation a successful one.


|103

th th17 - 19 March

th20 March

th rd30 to 3 April

nd2 April

th4 April


All jewellery shops reopen

Jewellers again close shop

BANGALORE: Jewellers hold a protest rally,

Bangalore Jewellery Association.

BANGALORE: Bike and car rally.

Assured & Measured

SOUTH - KARNATAKA

Unlike jewellers from other states who were at war with the

government, the jewellers in Bangalore

were in a much better position mentally following a meeting with local excise commissioner who gave assurance to the jewellers that there won’t be any unnecessary harassment to the jewellers in Bangalore until the clarification comes.” MANAGING DIRECTOR, Abaran Jewellers

Pratap Kamath,

Although jewellers in the state are in favour of excise roll-back, some were quick to gets things clarified with the excise official.

All jewellers ought to take the opportunity given by the government (to hopefully abolish the levy on both branded and unbranded) as a window to modify and restyle the way they work in India. We urgently need to be more methodical in the approach to recording the business transactions.

However I firmly stand by the belief that Excise duty act is inappropriate for this sector. It is not compliable by the bulk of the industry and is not suited for this sector as the act stands. "Vinod Hayagriv, EX-CHAIRMAN, GJF and JOINT MANAGING DIRECTOR, C.Krishniah Chetty & Sons Pvt.Ltd.

The penalty under the excise law is so severe that jewellers shudder to think what will be their fate if slightest inadvertent mistake comes to the notice of the excise authorities.

Venkatesh Babu, PRESIDENT, Bangalore Jewellery Association and PROPRIETOR, Chetna Jewellers

BangaloreBangalore

BangaloreBangalore


104 |

Open-shut, Open-shut and Open.......

SOUTH - TAMILNADU

Agitation was composed in Tamil Nadu.

Chennai

th th17 - 19 March

th 20 March

th27 March

th27 March

th th28 - 29 March

th rd30 March to 3 April

th4 April

th 7 April

Jewellers statewide bandh, GJF.

Jewellery shops re-open.

CHENNAI: Jewellers rally, Madras Jewellers

and Diamond Merchants Association.

CHENNAI: Interactive session with

consultant Vaithee Swaran.

All jewellery shops close.


CHENNAI: Association calls for strike till

April 10.


Govt. should have directly imposed GST. Also, I think prolonged strike is not the way to make your voice heard. Princeson Jose CHAIRMAN & MANAGING DIRECTOR, Prince Jewellery

Excise regime will kick off unfair competition as manufacturing will get in few hands. It will kill the trade.

Jithendra Vummidi DIRECTOR, Vummidi Bangaru Jewellers

We organized seminar on excise duty in Chennai where 500-600 jewellers participated where Vaitheeswaran, a prominent advocate and tax consultant from the city explained the positives and negatives of the law. He is also of the view the excise duty is not needed given the nature of the industry.”

PRESIDENT, MJDMA and CEO,Chalani Jewellery Mart

Jayantilal J ChalaniI think industry is not ready for excise at the moment. Firstly, we have to get the industry more organized by having proper infrastructure in place. Then only we can talk about excise duty. Prapanna KumarDIRECTOR, Nathella Sampathu Jewellers Pvt. Ltd.


| 105

FOR THE RECORDS

We will take up the matter with concerned ministry and if issue is not resolved, we will take out a protest march to meet the finance minister of India. I promise all possible

support to get this issue resolved" MEMBER OF PARLIAMENT, Amritsar.

As spoken at a protest rally

Navjot Singh Sidhu,

The way mosquitoes suck blood at night, in the same way there are a few departments in the country that also suck blood” Union Coal Minister on the government raising excise duty on jewellery.

Sriprakash Jaiswal,

The ministry is divided. One group is supporting Mukherjee’s observations, who was convinced with the (case for) excise duty roll back. The second group, largely of bureaucrats, is lobbying for the government to levy excise duty to nab jewellers even of good repute. We only know the minister was convinced with our views and assured us roll back through the parliamentary process in the Finance Bill,” hairman of the All India Gems & Jewellery Trade Federation. As told to Business Standard, April 14, 2012.

Bachhraj Bamalwa, C

The finance minister himself promised in a recent meeting with 22 industry organisations that he would look into the matter through the proper process.” Chairman of the Gems & Jewellery Export

Promotion Council. As told to Business Standard, April 14, 2012.Rajiv Jain,

All our party members will support you and our party Chief Shri Mulayam Singh Yadav will also take up the

matter in the Loksabha.” , CHIEF MINISTER, Uttar Pradesh. As told to a delegation of

seven UP jewellers who met the CM at his house on 25th March, 2012

Akhilesh Yadav

I will make the industry happy. It is a gentleman’s promise” FINANCE MINISTER. As told to delegation of jewellers who met the FM on 6th April, 2012.

Pranab Mukherjee,


106 | | 107

Central Board of Excise and Custom’s(CBEC) Clarification Regarding Excise Duty Levy On Precious Metal Jewellery

applicant? Is a fee charged for granting registration?

14. Would Central Excise officers visit the manufacturer or unit before granting registration?

15. What is the “aggregate value of clearances”? Why is it relevant under Central Excise law?

16. How is the aggregate value of clearances computed?

A registration is required to be given in 7 days of the receipt of complete application. No fees are charged for granting registration under Central Excise law.

In the normal course, a visit is made for physical verification of a manufacturer’s or units address after registration is granted. However, instructions are being issued to the field formations not to carry out such visits in case of precious metal jewellery.

III. COMPUTATION OF AGGREGATE VALUE OF CLEARANCES

Although Central Excise duty is leviable on the “manufacture” of excisable goods, it is collected on “clearance” or removal from the factory. The aggregate value of clearances is the total value of clearance of excisable goods for domestic sale by a manufacturer or unit during a financial year. Whether a unit or manufacturer is eligible to small-scale exemption and, if so, to what extent depends on the aggregate value of clearances. Small scale exemption is contained in notification no. 8/2003-CE dated 1.3.2003 in nutshell turnover of upto Rs. 5 Cr in a financial year is exempt from excise duty for such manufacturers whose turnover in the preceding year is upto Rs. 1303 crore.

In the normal course, the aggregate value of clearances is computed by adding up the transaction value of

goods cleared by a manufacturer from a factory. It is the cumulative total of the value of such clearances during a period (normally a financial year). For jewellery manufacturers/units the basis for computation is discussed at S.No.19 below.

Any manufacturer or unit whose aggregate value of domestic sales of jewellery did not exceed Rs. 13.3 crore in the preceding financial year is eligible for SSI exemption i.e. he need not pay any excise duty on jewellery sales upto Rs. 5 crore in current financial year. For example, a manufacturer whose aggregate value of clearance was Rs. 13 crore in 2011-12, would be eligible for SSI exemption during 2012-13. In computing this aggregate value, the following clearances are not included:

Clearance for export (out of India)

Clearances of goods supplied to SEZ units, Export Oriented Units

Clearances bearing the brand name of another person

Clearances of goods manufactured on job-worker for another person

Manufacturers or units that are “eligible” for exemption as discussed at S.No. 13 above get exemption for aggregate value of (first) clearances not exceeding Rs. 5 crore in a financial year. When this limit is crossed during a financial year, normal duty is payable. For instance, if an eligible unit ABC has an aggregate value of jewellery sales of Rs. 6 crore in 2012-13, out of which Rs. 5 crore

17. Who is eligible for the small scale exemption under Central Excise?

Ÿ

Ÿ

Ÿ

Ÿ

18. What is the extent of exemption available to eligible units under the small-scale exemption?

supplying to job-workers and receiving finished goods from them, they need not obtain registration.

No. Such a manufacturer is not required to obtain registration. However, if the clearances to domestic area exceed Rs. 5 cr. registration must be obtained.

Central Excise duty is applicable to the manufacture of jewellery and not on its sale. Hence, units or premises that are engaged exclusively in the sale of jewellery (that is, only trading and not in manufacturing it or getting it manufactured) do not need to register with Central Excise authorities.

An application for registration can be made electronically i.e. on line by visiting the website: www.aces.gov.in and clicking on HELP. There is no need to physically visit any office. However, in case assistance is required, the local office of Commissioner of Central Excise or Assistant/ Deputy Commissioner of Central Excise may be contacted.

10. If a manufacture is predominantly an export of precious metal jewellery and his domestic clearances are within the exemption limit for small-scale exemption, is he required to obtain registration?

11. If a unit undertakes “trading” of jewellery i.e. it buys ready-made jewellery and sells it, is it required to obtain registration?

12. How does a manufacturer or unit manufacturing precious metal jewellery obtain registration? Which office is he required to visit?

13. In how much time is registration given to an

3. Is an artisan or goldsmith also required to register?

4. If an artisan of goldsmith manufactures jewellery only on job-work for other manufactures who supply him the raw material, is he required to register?

5. What is the meaning of job-work under Central Excise law?

6. Does the liability to register remain with the person who gets the jewellery manufactured even if he does not supply all the raw materials and some of the raw materials (such as alloy metals, gem stones etc.) are purchased by the job-worker?

An artisan or goldsmith is required to register if he manufactures jewellery on his own account and his aggregate value of clearances exceeds the SSI limit mentioned at 1 above. Persons having gold jewellery turnover of upto Rs. 13.3 Cr. in 2011-12 will be eligible for SSI exemption and need not pay duty for precious metal jewellery turnover of upto Rs. 5 Cr in 2012-13.

No, in this situation, the artisan or goldsmith need not register. Under Rule 12AA of the Central Excise Rules, the responsibility to register in this situation has been placed on the person(s) who gets the goods manufactured.

Goods are said to be made on job-work for the purpose of Central Excise if they are made on account of or under instructions from another person out of law material or semi-finished goods supplies by that person.

Yes, the liability to register would remain with the person who gets

the jewellery manufactured or under whose instructions the jewellery is manufactured as long as he is supplying some of the raw materials although some of the material like alloying material or stones etc. is provided by the job worker.

In this situation, the artisan or goldsmith would be required to obtain registration only for the goods he manufactures on his own account and that too if the aggregate value of such clearances exceeds the exemption limit for small-scale units.

Each person on whose behalf the job-worker manufactures jewellery (and not the job-worker) is required to obtain registration in respect of goods manufactured on his behalf.

Registration would be necessary for each of the premise where gold is received and dispatched to job-worker and where accountal of finished excisable goods received from job-worker is kept. The retail outlets do not undertake such activities viz. of buying gold,

7. What is the position if an artisan or goldsmith engages in manufacturer both on his account as well as on job-work for others?

8. What is the position if an artisan or goldsmith engages in manufacture of jewellery on behalf of more than one person. In this situation who is required to obtain registration?

9. If a person who gets jewellery manufactured on job-worker does not have a “factory” which premises should he register? Should it be the store-room/ warehouse or each retail outlet?

fter The Presentation Of The Budget 2012-A13 On 16th March,

2012, CBEC Board Has Received Several Representations From Associations/ Trade Bodies Representing Manufacturers Of Unbranded, Precious Metal Jewellery Seeking Clarifications On Legal And Procedural Issue Related To The Levy Duty. These Are Discussed POINT-WISE BELOW:

I. EXCISE DUTY INCIDENCE

Excise duty has been levied @ 1% on all precious metal jewellery except silver jewellery. However, Tariff Value has been fixed for such excisable jewellery at 30% of the invoice value. Thus the duty incidence is only 0.3% of the transaction value of jewellery.

II. REGISTRATION OF UNITS

Registration is required – (i) for every person who gets jewellery manufactured on job work by providing the raw material )i.e. gold, platinum etc) and (ii) for any person who manufactures jewellery on his own account (by buying the raw materials himself). However, no registration is required for persons with turnover of up to Rs. 5 Cr in a financial year if their turnover in the preceding year is not more than Rs. 13.3 crore. Persons whose turnover does not cross Rs. 5 crore in any financial year are fully exempt and do not need to register.

1. What is the incidence of excise duty on precious metal jewellery?

2. Who is required to obtain registration for payment of duty on precious metal jewellery?


106 | | 107

Central Board of Excise and Custom’s(CBEC) Clarification Regarding Excise Duty Levy On Precious Metal Jewellery

applicant? Is a fee charged for granting registration?

14. Would Central Excise officers visit the manufacturer or unit before granting registration?

15. What is the “aggregate value of clearances”? Why is it relevant under Central Excise law?

16. How is the aggregate value of clearances computed?

A registration is required to be given in 7 days of the receipt of complete application. No fees are charged for granting registration under Central Excise law.

In the normal course, a visit is made for physical verification of a manufacturer’s or units address after registration is granted. However, instructions are being issued to the field formations not to carry out such visits in case of precious metal jewellery.

III. COMPUTATION OF AGGREGATE VALUE OF CLEARANCES

Although Central Excise duty is leviable on the “manufacture” of excisable goods, it is collected on “clearance” or removal from the factory. The aggregate value of clearances is the total value of clearance of excisable goods for domestic sale by a manufacturer or unit during a financial year. Whether a unit or manufacturer is eligible to small-scale exemption and, if so, to what extent depends on the aggregate value of clearances. Small scale exemption is contained in notification no. 8/2003-CE dated 1.3.2003 in nutshell turnover of upto Rs. 5 Cr in a financial year is exempt from excise duty for such manufacturers whose turnover in the preceding year is upto Rs. 1303 crore.

In the normal course, the aggregate value of clearances is computed by adding up the transaction value of

goods cleared by a manufacturer from a factory. It is the cumulative total of the value of such clearances during a period (normally a financial year). For jewellery manufacturers/units the basis for computation is discussed at S.No.19 below.

Any manufacturer or unit whose aggregate value of domestic sales of jewellery did not exceed Rs. 13.3 crore in the preceding financial year is eligible for SSI exemption i.e. he need not pay any excise duty on jewellery sales upto Rs. 5 crore in current financial year. For example, a manufacturer whose aggregate value of clearance was Rs. 13 crore in 2011-12, would be eligible for SSI exemption during 2012-13. In computing this aggregate value, the following clearances are not included:

Clearance for export (out of India)



Clearances of goods manufactured on job-worker for another person

Manufacturers or units that are “eligible” for exemption as discussed at S.No. 13 above get exemption for aggregate value of (first) clearances not exceeding Rs. 5 crore in a financial year. When this limit is crossed during a financial year, normal duty is payable. For instance, if an eligible unit ABC has an aggregate value of jewellery sales of Rs. 6 crore in 2012-13, out of which Rs. 5 crore

17. Who is eligible for the small scale exemption under Central Excise?

Ÿ

Ÿ

Ÿ

Ÿ

18. What is the extent of exemption available to eligible units under the small-scale exemption?

supplying to job-workers and receiving finished goods from them, they need not obtain registration.

No. Such a manufacturer is not required to obtain registration. However, if the clearances to domestic area exceed Rs. 5 cr. registration must be obtained.

Central Excise duty is applicable to the manufacture of jewellery and not on its sale. Hence, units or premises that are engaged exclusively in the sale of jewellery (that is, only trading and not in manufacturing it or getting it manufactured) do not need to register with Central Excise authorities.

An application for registration can be made electronically i.e. on line by visiting the website: www.aces.gov.in and clicking on HELP. There is no need to physically visit any office. However, in case assistance is required, the local office of Commissioner of Central Excise or Assistant/ Deputy Commissioner of Central Excise may be contacted.

10. If a manufacture is predominantly an export of precious metal jewellery and his domestic clearances are within the exemption limit for small-scale exemption, is he required to obtain registration?

11. If a unit undertakes “trading” of jewellery i.e. it buys ready-made jewellery and sells it, is it required to obtain registration?

12. How does a manufacturer or unit manufacturing precious metal jewellery obtain registration? Which office is he required to visit?

13. In how much time is registration given to an

3. Is an artisan or goldsmith also required to register?

4. If an artisan of goldsmith manufactures jewellery only on job-work for other manufactures who supply him the raw material, is he required to register?

5. What is the meaning of job-work under Central Excise law?

6. Does the liability to register remain with the person who gets the jewellery manufactured even if he does not supply all the raw materials and some of the raw materials (such as alloy metals, gem stones etc.) are purchased by the job-worker?

An artisan or goldsmith is required to register if he manufactures jewellery on his own account and his aggregate value of clearances exceeds the SSI limit mentioned at 1 above. Persons having gold jewellery turnover of upto Rs. 13.3 Cr. in 2011-12 will be eligible for SSI exemption and need not pay duty for precious metal jewellery turnover of upto Rs. 5 Cr in 2012-13.

No, in this situation, the artisan or goldsmith need not register. Under Rule 12AA of the Central Excise Rules, the responsibility to register in this situation has been placed on the person(s) who gets the goods manufactured.

Goods are said to be made on job-work for the purpose of Central Excise if they are made on account of or under instructions from another person out of law material or semi-finished goods supplies by that person.

Yes, the liability to register would remain with the person who gets

the jewellery manufactured or under whose instructions the jewellery is manufactured as long as he is supplying some of the raw materials although some of the material like alloying material or stones etc. is provided by the job worker.

In this situation, the artisan or goldsmith would be required to obtain registration only for the goods he manufactures on his own account and that too if the aggregate value of such clearances exceeds the exemption limit for small-scale units.

Each person on whose behalf the job-worker manufactures jewellery (and not the job-worker) is required to obtain registration in respect of goods manufactured on his behalf.

Registration would be necessary for each of the premise where gold is received and dispatched to job-worker and where accountal of finished excisable goods received from job-worker is kept. The retail outlets do not undertake such activities viz. of buying gold,

7. What is the position if an artisan or goldsmith engages in manufacturer both on his account as well as on job-work for others?

8. What is the position if an artisan or goldsmith engages in manufacture of jewellery on behalf of more than one person. In this situation who is required to obtain registration?

9. If a person who gets jewellery manufactured on job-worker does not have a “factory” which premises should he register? Should it be the store-room/ warehouse or each retail outlet?

fter The Presentation Of The Budget 2012-A13 On 16th March,

2012, CBEC Board Has Received Several Representations From Associations/ Trade Bodies Representing Manufacturers Of Unbranded, Precious Metal Jewellery Seeking Clarifications On Legal And Procedural Issue Related To The Levy Duty. These Are Discussed POINT-WISE BELOW:

I. EXCISE DUTY INCIDENCE

Excise duty has been levied @ 1% on all precious metal jewellery except silver jewellery. However, Tariff Value has been fixed for such excisable jewellery at 30% of the invoice value. Thus the duty incidence is only 0.3% of the transaction value of jewellery.

II. REGISTRATION OF UNITS

Registration is required – (i) for every person who gets jewellery manufactured on job work by providing the raw material )i.e. gold, platinum etc) and (ii) for any person who manufactures jewellery on his own account (by buying the raw materials himself). However, no registration is required for persons with turnover of up to Rs. 5 Cr in a financial year if their turnover in the preceding year is not more than Rs. 13.3 crore. Persons whose turnover does not cross Rs. 5 crore in any financial year are fully exempt and do not need to register.

1. What is the incidence of excise duty on precious metal jewellery?

2. Who is required to obtain registration for payment of duty on precious metal jewellery?


108 | |109

manufacturer at Nil rate of duty on or before 17.03.2012 but are lying in the warehouse/private store room for further sale would not be chargeable to the duty of 1%.

A simple self-declaration of sales turnover in 2012-12 and stock of such goods is required to be submitted by the manufacturer which would be accepted by the department. No physical verification of such stock would be carried out.

Excise duty is payable on the transaction value if the manufacture and the buyer of the sale goods are not related. Where the first sale is to a related person, then the duty is to be discharged at the value at which the goods are sold by such related person.

In such a case, the value for payment of excise duty would be the transaction value of such goods sold warehouse retail outlet at the time nearest to the time of removal of such goods. For example, goods cleared from the factory as stock transfer to a warehouse or retail outlet on 4-4-2012 would be assessed to duty on the retail outlet

29. Are the manufactures required to submit a turnover declaration for 2011-12 and stock declaration for goods produced before 17.03.2012 but lying in the stock? Will Physical verification of such stock be carried out by central Excise officers.

30. On What value is the excise duty payable when the first sale/clearance is to a related person?

31. On what value is the excise duty payable when they are sold from a warehouse, retail outlet etc after transfer from the factory to such warehouse, retail outlet etc ?

or warehouse on the same day,even actually be sold from such warehouse /retail outlet on a subsequent date.

While VAT is a tax on sales, excise duty is on the jewellery got manufactured on own account or the jewellery got manufacture from a job-worker. such, no excise duty is payable on second sale of jewellery i.e. jewellery on which excise duty has been paid once. Thus sales turnover asa declared for VAT purposes is the maximum turnover based on which the excise duty is payable. In case the annual sales turnover as per VAT return is upto Rs 5 crore in both the preceding and the current financial years, no excise di=uty is payable. Even if the sales turnover for VAT purposes net of jewellery sold on second sale basis (trading) is upto RS 5 crore in both the preceding and the current financial years, then also no excise duty is payable.

Yes .Since they would avail of the benefit of the SSI exemption for domestic clearances i.e.an exemption based on the value of clearances, they would be eligible for the simplified export procedure.

Instructions have been issued to CBEC formations stating that no visits are made to these units/manufactures by the field staff except with the written permission of the jurisdiction Commissioner of Central Excise.

www.gjf.in website, GJF - Excise Duty and News Updates, Clarification issued by CBEC on 6th April, 2012 for excise duty.

32. Will VAT record and VAT return be accepted for excise duty purpose?

33. Would units referred to at S.No .10 be eligible for the simplified export procedure?

34. Can any field officer visit the jewellers’ premises?

an invoice?

26. What are the registers and records to be maintained under Central Excise Law?

27. What is the procedure required to followed for excise purposes?

28. What is the status of Finished Goods in the factory/warehouse as on 17.03.2012? Will goods produced before 17.03.2012 but lying in the warehouse attract duty?

Duty payable for every clearance of excisable goods made during a month is to be paid in one instance by the 5th day of the following month and not separately for each invoice or each removal..

No separate records or registers are required to be maintained for Central Excise purposes. Private business records are acceptable records are acceptable as long as they contain the requisite information prescribed in the Rules. A manufacturer or unit would already be maintaining these records/accounts under the state VAT law.

Apart from payment of duty on a monthly basis, a simplified return in a single page format would be required to be submitted after the end of each quarter. Accordingly the first return would require to be filed on 5th July2012 by a new assesses.

V STATUS OF THE CLOSING STOCK ON 17.03.2012

Excisable goods which were produced on or before 17.03.2012 but lying in stock as on 17.03.2012 would attract excise duty upon clearance only in such cases where the sales turnover exceeded Rs 13.33 crore in 2011-12 and the sales turnover from 17.03.2012 is above Rs 5 Crore. However, such goods as had already been cleared from the factory of the

value. This gives a larger benefit to the manufacturers of this item both in the computation of eligibility and the exemption limit. As explained at S.No.15 above, the eligibility for the small scale exemption is that the manufacturer or unit should not have crossed the aggregate value of clearance of Rs.4 crore in the proceeding financial year. Since the limit would be computed on the basis of 30 % of the transactional value for jewellery manufacturers (and not their full transaction value), the latter are eligible even if their aggregate value of clearances in the preceding year did not exceed Rs. 13.3 crore (4/0.30). On the same basis full exemption would be available for the sales value of Rs.5 crore. This is because the exemption limit of Rs. 1.5 crore at full transaction value converts into an exemption limit of Rs. 5 crore at the tariff value of 30% of the transaction value (1.5/0.30)

Value for computing the eligibility as well as the exemption limit for purposes of SSI exemption is defined in proviso of Para 2 (vii) and Explanation (C) to Notification no. 8/2003-CE dated 1st March, 2003. Accordingly it would be the tariff value of the goods.

Notification 8/2003-CE dated 1.3.2003 has been amended to provide that for the purposes of determining the eligibility for availing the SSI exemption in 2012-13, the computation would be done based on tariff value (that

21. Under what legal provision are the eligibility and exemption limit for jewellery units computed on the basis of Tariff Value i.e. 30% of the transactional value in case of jewellery?

22. How would the eligibility for SSI exemption be computed for the financial year 2012-13

is 30% of the transactional value declared in the invoice).For this purpose a self-declaration from the manufacturer would be accepted.

Ans]in the absence of a provision in the SSI Notification to curtail the exemption threshold of Rs 5 crore sale value of jewellery would be available for clearances for home consumption made in March,2012. However, for manufacturer/unit manufacturing branded jewellery the exemption limit shall be calculated as-Turnover Of branded Jewellery upto 16.03.2012 + 30 % of sales turnover of precious metal jewellery [other than silver jewellery) for the period 17.03.2012-31.03.2012

IV PROCEDURE FOR DOCUMENTATION AND ACCOUNTING

Jewellery can be removed or cleared from registered premises against an invoice issued by the manufacturer. These is no prescribed format for an invoice but it must contain the prescribed information. The invoice does not need to be signed by a Central Excise officer but by the owner of the factory or authorized signatory of the manufacturer.

23. Would SSI exemption be available to a manufacturer/unit for goods falling under Chapter heading 7113 for the full exemption limit of 1.5 crore for the month of March,2012? Or would this limit be applied on a pro-rata basis for one month i.e Rs 12.50 lakh?

24. What Documents are required to be issued for each clearance/removal of jewellery under Central Excise law? Is a Gate Pass required? If so, does every Gate Pass have to be signed by an Excise Officer?

25. Is Central Excise Duty Required to be paid before the removal of goods against

worth of sales are made between 1.4.2012 and 30.9.2012, it would pay normal duty on sales of Rs. 1 crore (Rs. 6 crore minus Rs. 5 Crore) between 1.10.2012 and 31.3.2013.

The aggregate value of clearances for the purpose of exemption limit are also calculated in a manner similar to that for eligibility discussed at S.No. 15 above. Accordingly, it is the sum of the total value of clearances during a period for home consumption (i.e domestic sales). The following clearances are excluded:

Clearances for export (out of India)



Clearances of exempted goods For jewellery manufacturers / units the basis for computation is discussed at S.No.19 below.

Yes, the method of computation of these limits for manufacturers or units of jewellery is different from other goods because of fixation of tariff value. For precious metal jewellery, excise duty of 1 % is not payable on the full transaction value (for a sale) but only 30% of the transaction value. This reduced value is the “tariff value”. For Jewellery manufacturers/ units, the aggregate value of clearance is computed on the basis of the tariff value and not the full transaction

19. How is the aggregate value of clearances computed for determining the extent of exemption?

Ÿ

Ÿ

Ÿ

Ÿ

20. Is the method of computation of turnover (aggregate value of clearances) for eligibility and exemption different for manufacturers or units of precious metal jewellery?


108 | |109

manufacturer at Nil rate of duty on or before 17.03.2012 but are lying in the warehouse/private store room for further sale would not be chargeable to the duty of 1%.

A simple self-declaration of sales turnover in 2012-12 and stock of such goods is required to be submitted by the manufacturer which would be accepted by the department. No physical verification of such stock would be carried out.

Excise duty is payable on the transaction value if the manufacture and the buyer of the sale goods are not related. Where the first sale is to a related person, then the duty is to be discharged at the value at which the goods are sold by such related person.

In such a case, the value for payment of excise duty would be the transaction value of such goods sold warehouse retail outlet at the time nearest to the time of removal of such goods. For example, goods cleared from the factory as stock transfer to a warehouse or retail outlet on 4-4-2012 would be assessed to duty on the retail outlet

29. Are the manufactures required to submit a turnover declaration for 2011-12 and stock declaration for goods produced before 17.03.2012 but lying in the stock? Will Physical verification of such stock be carried out by central Excise officers.

30. On What value is the excise duty payable when the first sale/clearance is to a related person?

31. On what value is the excise duty payable when they are sold from a warehouse, retail outlet etc after transfer from the factory to such warehouse, retail outlet etc ?

or warehouse on the same day,even actually be sold from such warehouse /retail outlet on a subsequent date.

While VAT is a tax on sales, excise duty is on the jewellery got manufactured on own account or the jewellery got manufacture from a job-worker. such, no excise duty is payable on second sale of jewellery i.e. jewellery on which excise duty has been paid once. Thus sales turnover asa declared for VAT purposes is the maximum turnover based on which the excise duty is payable. In case the annual sales turnover as per VAT return is upto Rs 5 crore in both the preceding and the current financial years, no excise di=uty is payable. Even if the sales turnover for VAT purposes net of jewellery sold on second sale basis (trading) is upto RS 5 crore in both the preceding and the current financial years, then also no excise duty is payable.

Yes .Since they would avail of the benefit of the SSI exemption for domestic clearances i.e.an exemption based on the value of clearances, they would be eligible for the simplified export procedure.

Instructions have been issued to CBEC formations stating that no visits are made to these units/manufactures by the field staff except with the written permission of the jurisdiction Commissioner of Central Excise.

www.gjf.in website, GJF - Excise Duty and News Updates, Clarification issued by CBEC on 6th April, 2012 for excise duty.

32. Will VAT record and VAT return be accepted for excise duty purpose?

33. Would units referred to at S.No .10 be eligible for the simplified export procedure?

34. Can any field officer visit the jewellers’ premises?

an invoice?

26. What are the registers and records to be maintained under Central Excise Law?

27. What is the procedure required to followed for excise purposes?

28. What is the status of Finished Goods in the factory/warehouse as on 17.03.2012? Will goods produced before 17.03.2012 but lying in the warehouse attract duty?

Duty payable for every clearance of excisable goods made during a month is to be paid in one instance by the 5th day of the following month and not separately for each invoice or each removal..

No separate records or registers are required to be maintained for Central Excise purposes. Private business records are acceptable records are acceptable as long as they contain the requisite information prescribed in the Rules. A manufacturer or unit would already be maintaining these records/accounts under the state VAT law.

Apart from payment of duty on a monthly basis, a simplified return in a single page format would be required to be submitted after the end of each quarter. Accordingly the first return would require to be filed on 5th July2012 by a new assesses.

V STATUS OF THE CLOSING STOCK ON 17.03.2012

Excisable goods which were produced on or before 17.03.2012 but lying in stock as on 17.03.2012 would attract excise duty upon clearance only in such cases where the sales turnover exceeded Rs 13.33 crore in 2011-12 and the sales turnover from 17.03.2012 is above Rs 5 Crore. However, such goods as had already been cleared from the factory of the

value. This gives a larger benefit to the manufacturers of this item both in the computation of eligibility and the exemption limit. As explained at S.No.15 above, the eligibility for the small scale exemption is that the manufacturer or unit should not have crossed the aggregate value of clearance of Rs.4 crore in the proceeding financial year. Since the limit would be computed on the basis of 30 % of the transactional value for jewellery manufacturers (and not their full transaction value), the latter are eligible even if their aggregate value of clearances in the preceding year did not exceed Rs. 13.3 crore (4/0.30). On the same basis full exemption would be available for the sales value of Rs.5 crore. This is because the exemption limit of Rs. 1.5 crore at full transaction value converts into an exemption limit of Rs. 5 crore at the tariff value of 30% of the transaction value (1.5/0.30)

Value for computing the eligibility as well as the exemption limit for purposes of SSI exemption is defined in proviso of Para 2 (vii) and Explanation (C) to Notification no. 8/2003-CE dated 1st March, 2003. Accordingly it would be the tariff value of the goods.

Notification 8/2003-CE dated 1.3.2003 has been amended to provide that for the purposes of determining the eligibility for availing the SSI exemption in 2012-13, the computation would be done based on tariff value (that

21. Under what legal provision are the eligibility and exemption limit for jewellery units computed on the basis of Tariff Value i.e. 30% of the transactional value in case of jewellery?

22. How would the eligibility for SSI exemption be computed for the financial year 2012-13

is 30% of the transactional value declared in the invoice).For this purpose a self-declaration from the manufacturer would be accepted.

Ans]in the absence of a provision in the SSI Notification to curtail the exemption threshold of Rs 5 crore sale value of jewellery would be available for clearances for home consumption made in March,2012. However, for manufacturer/unit manufacturing branded jewellery the exemption limit shall be calculated as-Turnover Of branded Jewellery upto 16.03.2012 + 30 % of sales turnover of precious metal jewellery [other than silver jewellery) for the period 17.03.2012-31.03.2012

IV PROCEDURE FOR DOCUMENTATION AND ACCOUNTING

Jewellery can be removed or cleared from registered premises against an invoice issued by the manufacturer. These is no prescribed format for an invoice but it must contain the prescribed information. The invoice does not need to be signed by a Central Excise officer but by the owner of the factory or authorized signatory of the manufacturer.

23. Would SSI exemption be available to a manufacturer/unit for goods falling under Chapter heading 7113 for the full exemption limit of 1.5 crore for the month of March,2012? Or would this limit be applied on a pro-rata basis for one month i.e Rs 12.50 lakh?

24. What Documents are required to be issued for each clearance/removal of jewellery under Central Excise law? Is a Gate Pass required? If so, does every Gate Pass have to be signed by an Excise Officer?

25. Is Central Excise Duty Required to be paid before the removal of goods against

worth of sales are made between 1.4.2012 and 30.9.2012, it would pay normal duty on sales of Rs. 1 crore (Rs. 6 crore minus Rs. 5 Crore) between 1.10.2012 and 31.3.2013.

The aggregate value of clearances for the purpose of exemption limit are also calculated in a manner similar to that for eligibility discussed at S.No. 15 above. Accordingly, it is the sum of the total value of clearances during a period for home consumption (i.e domestic sales). The following clearances are excluded:

Clearances for export (out of India)



Clearances of exempted goods For jewellery manufacturers / units the basis for computation is discussed at S.No.19 below.

Yes, the method of computation of these limits for manufacturers or units of jewellery is different from other goods because of fixation of tariff value. For precious metal jewellery, excise duty of 1 % is not payable on the full transaction value (for a sale) but only 30% of the transaction value. This reduced value is the “tariff value”. For Jewellery manufacturers/ units, the aggregate value of clearance is computed on the basis of the tariff value and not the full transaction

19. How is the aggregate value of clearances computed for determining the extent of exemption?

Ÿ

Ÿ

Ÿ

Ÿ

20. Is the method of computation of turnover (aggregate value of clearances) for eligibility and exemption different for manufacturers or units of precious metal jewellery?


IN CITIES

Dhule is a city-cum-district located in the state of Maharashtra. Lying on the northern tip of the state, Dhule is very well known for its textile industries and other small scale industries in the M.I.D.C area. Dhule District, previously known as Rasika, is bordered by Berar on the east and Aurangabad

on the south. Apurba Biswas finds out more

OPPORTUNITIES:

THREAT: Backwardness and lack

of big industries in the area is hampering the business badly. No infrastructural and industrial development pose huge threat to the retailers. Also business is largely limited to the wedding seasons and therefore retailers find it difficult to attract customers during the rest of the year to the showrooms.

Many

customers from the neighbouring state of Gujarat primarily Surat come to Dhule to buy jewellery because of the low labour cost. Such inflow of customers can be encouraged more and the jewellery industry in Dhule can thrive on it. Also since people prefer to buy only yellow gold therefore different types of jewellery made of pure yellow gold can increase sales.

Retail - In Cities

- Dhule

Maharashtra

There is no direct rail or air connectivioty in Dhule. It is completely a backward area with scarcity of rains and drought like situations many a times. People prefer to buy yellow gold more and diamond sales is slowly growing.”

Vikram RathodArihant Jewellers

110 |

STRENGTHS: Bullion sales

and ornament sales enjoy equal market share. People prefer yellow gold more but diamond sales is also slowly catching up. Good cotton produces result in good buying capacity of consumers who are majorly farmers. It is centrally located with three national highways passing through it.

WEAKNESSES: It is an

undeveloped city with no major infrastructural development happening in the last 15 years. The various forms of tax collected by the local corporation do not show up in any development work which could otherwise boost the sales of the jewellery retailers here.

There are several cotton processing units nearby and the city is completely agricultural based. 995 format jewellery is preferred more.”

Abhay RathodKallaji Ladhaji Jewellers


Retail- Buying List

SHOPPING LIST for your STORE

112 |

Sama Jewellery

A'Star Jewellery

Contact details:Kunal Shah+91 9820929960Tel: 022 67020564Fax: 022 6702 0568Email: [email protected]: www.astarjewellery.com

‘MYSTIC SOLITAIRE’The ‘Mystic Solitaire’ collection by A’ Star Jewellery has been meticulously recreated by experimenting with different settings & techniques. Interplay of diamonds with gold metal portrays give a various enhanced solitaire look.

‘THE WORLD OF CHAMPAGNE’‘The World of Champagne’ collection by A’ Star Jewellery has spectacular hoop earrings crafted in 10k yellow gold are studded with natural champagne and white diamonds. The subtle but sophisticated tones of champagne diamonds are a manifestation of the allure & fascination of the glamour world.

A necklace inspired by brocade patterns of Varanasi with a shimmering Ruby in the center surrounded by round brilliant diamonds.

A spectacular pair of earrings inspired by nature wit marquise, round brilliant diamonds & a Ruby drop.

A stunning pair of earrings inspired by Indian architecture with a harmony of orange sapphire beads & round brilliant diamonds in prong & pave set.

A pair of Jhumkies with uncut diamond polkies , rosecuts, round brilliant diamonds & a Ruby bead.

Contact details:Keyur Rach+91 9223339852Email: [email protected]


Retail- Buying List

114 |

Goldstar Jewellery

Contact details:Hemil Mody: +91 9867025945Email: [email protected]: www.goldstarjewellery.com

ETHNIC DESIRE


Retail- Buying List

116 |

Indian Gem & Jewellery Creation

Contact details:Prayas Dugar+ 91 09831033322Email: [email protected]: www.igjcreation.com

DPSC - 00683

DPSC - 17338

DPSC - 31269

DNSC - 62729

This collection is mainly consists of Gemstone like Coral, Cats - eye, Emerald, Ruby etc with diamond. kundan and meenakari. All are in 18kt Gold.


Retail- Buying List

118 |

KGK Creations India Pvt. Ltd.

Contact details: Jitender Jain+09821133573Email: [email protected]: www.kgkmail.com

Variation in basic star motif gives birth to this luxury with less diamond cts. & bigger look which suits every female spark like star.

Pinkish Red Color Stone create miraculous love between adorable couple.

Diamond studded Miracle plate with red stone create a adorable impact on jewelry lover

Zestful green color stone add beauty to magnificent pcs.

ILLUSION COLLECTION


Retail- Buying List

120 |

Dharmanandan Diamonds

Contact details:Balakrishnan+91 9967411211Tel.: 022 40041111Email: [email protected]: www.dharmanandan.com

Jewel Melange

Contact details:Nitesh Surti : +91 9930022203Vinit Parekh : +91 9820912938Email: [email protected]

Design No: TBR 1006Gold Kt : 39.27Diamond Ct : 4.16Rose Cut Ct : 0.37Color Stone Ct : 3.62

Design No: TPDTER1002Gold Kt : 53.9Diamond Ct : 2.06Rose Cut Ct : 0.14Color Stone Ct : 62.47

Design No: TPDTER 1020Gold Kt : 47.55Diamond Ct : 4.25Rose Cut Ct : 0.95Color Stone Ct : 71.07

Design No: DJR-1876Gold wt : 7.75GMSDia wt : 0.75CTGold : 18KT

Design No: DJR-1163Gold wt : 4.10GMSDia wt : 0.50CTGold : 18KT

Design No: DJP-1745Gold wt : 2.58GMSDia wt : 0.55CTGold : 18KT

Design No: DJBC-1347Gold wt : 20.98 GMSDia wt : 7.75CTGold : 18.KT

Design No: DJER-1284AGold wt : 3.15GMSDia wt : 1.50CTGold : 18KT

Design No: DJER-1134Gold wt : 3.25GMSDia wt : 0.50CTGold : 18KT


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HK JewellersThe exclusive high end designer bracelets are created with polki, diamond, enamel and Kolkata nakashi work. The elegantly crafted pieces are traditional yet beautifully and suits well with modern wears.

Contact details:Ms.Sanam Dembla: +91 9007297981033 22725357Email: [email protected]@hkjewellers.comWeb: www.hkjewellers.com


Retail- Buying List

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ORO

Contact details:Kiran Vakhariya+91 9619887817Tel : 022 43222111Fax: 022 24704647www.raia.com

Indian Gem & Jewellery Imperial

Contact details:Prasanna Dugar+ 91 09831011222Email: [email protected]

FUSION TEMPTATIONS Diamond polki jewellery collection

S11161 from the Movables collection with black and white rhodium available in 18/ 22k gold.

As11138 from the Movables collection with white rhodium available in 18/ 22k gold.

S11128 from the Movables link collection available in 18/ 22k gold.


Retail- Buying List

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Retail- Buying List

Naice Jewels

Contact details:Kalpesh Jain+91 [email protected]

Design No: OGR 060Gold wt: 13.008Dia wt: 1.5Everyday wear men ring with round brilliant diamond set in pave in18kt yellow gold.

Design No: ONL 125L Change is constant Gorgeous Necklace set in 18kt yellow gold, finely in pave setting with matching earrings.

Design No: OER 315Gold wt: 8.07Dia wt: 1.21Timeless and elegant jhoomkis set in 18kt yellow gold. Can take you from morning to evening seamlessly , as they are unique and one of its kind.

Design No: OER 215Gold wt: 17.76Dia wt: 2.16

Design No: OER 209Gold wt: 18Dia wt: 4.33


NAICENAICE JEWELS PVT. LTD.

Factory Address : - 206, 230, 236 Pragati Industrial Estate, N.M.Joshi Marg, Lower Parel (E), Mumbai- 400011. INDIA.

Tel: +91-22-6645 1515, Fax: +91-22-6645 1502

For BUSINESS ENQUIRY : KUNAL RANKA: 9820279968, KALPESH JAIN: 9819446136

Office Address :- JEWEL WORLD, 175 Cotton Exchange Bldg. Shop No: 202, 2nd Floor. Kalbadevi Road, Mumbai :- 400 002. INDIA.

Tel: +91-22-3352 5123 / 6183 5123 / 4919 5123

Light Weight Designer

Diamond Jewellery

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Trident

Contact details:Rishabh Jain022 23472536 / 33527599Email: [email protected]

The exclusive mangalsutra designs are created in 22kt gold.


Dharamshala at Palitana

Subscriptions 1 year 2 years 3 years 5 years

No.of Issues 6 Issue 12 Issues 18 Issues 30 Issues

Rate `1800 `3600 `5400 `9000

Discount 5% 10% 15% 25%

You Pay `1700 `3200 `4550 `6750

Corporate Social Responsibility

Indian Gem and Jewellery Creation

Please tick the boxes which best describe your business:1.Diamonds * lmporter * Exporter * Wholesaler *Manufacturer *Colored Gemstone Wholesaler *Colored Gemstone Cutting Factory Jewellery * Importer *Exporter * Wholesaier * Manufacturer *Diamond * Colored Gemstones * Gold * Others *Jewellery Retail Shop *Diamond *Colored Gemstones *Gold * Others *Jewellery Mountings / Parts *Rough Gemstone Supplier *Pearl Supplier *Watch / Clock Importer *Watch Retail Shop *Gem Laboratory / Training Institute*Display Packaging *Equipment Supplier *Trade Association *Others (Please specify)

2. Which category best describes your job.title (Please tick one box only) ?*Owner / Partner / Proprietor*President / Managing Director*Vice President / Director*General Manager / Store Manager / Department Manager*Buyer/Merchandizing Manager / Purchasing Manager*Sales Manager / Marketing Manager*Jewellery Designer*Other (please specify)

M A G A Z I N E

The Retail JewellerSuite 49 / 2333, Ground floor, Shree Sai Krupa

Building, Opp. MIG Cricket Club, Gandhi

Nagar, Bandra (East), Mumbai 400051 (India) Subscription: +91 9167252615Tel.: 022 61134999

ndian Gem and Jewellery Creation, one of leading handcrafted jewellery manufacturers Ifrom Kolkata, has not only achieved

excellence in craftsmanship, but also been discharging the responsibility of a responsible corporate citizen.

During September-October 2011, they extended financial assistance to engineering and graduate students from the economically weak section of the society. They organized an event at their Wood Street store where in the presence of then Police

Commissioner of Kolkata Gautam Mohan Chakraborty, fashion designer Agnimitra Paul, around 25 students received financial assistance so that they can tide over the expense of their further studies.

In addition, Indian Gem and Jewellery Creation offers financial assistance to hospitals for those who cannot afford to undergo treatment. The organization also extends help to South Calcutta “Shree Jain Swetamber Terapanthi.”

ART of GIVING

You can share with us your CSR activities at [email protected]

rand Bible is a comprehensive resource on brand design Bfundamentals. It looks at the

influences of modern design going back through time, delivering a short anatomical overview and examines brand treatments and movements in design. You'll learn the steps necessary to develop a successful brand system from defining the brand attributes and

Written by :Publisher:

Debbie Millman Rockport Publishers,

¡ Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands

VookPublisher:

¡ Customer Relationship Management: The How-To Guide

here is a science to successful customer relationship Tmanagement and without it,

your business can never reach its full potential. “Customer Relationship Management: The How-To Guide” provides complete guide to successful customer relations from acquisition to the ins and outs of crisis management. The book beautifully provides the formulas and tips to analyze and acquire new customers, identify

customer needs, and measure the effectiveness of customer relationship programs. Also, ways to interact with customers, and manage online relations, incentivize one's staff for quality customer relations, and how to effectively tackle customer crises that may arise. Tips throughout - including case studies and useful facts - provide extra dimension to each chapter.

BOOK REVIEW

132 |

Written by : Mario Pricken,

¡ Creative Advertising

ore than just a nice-to-look-at, easy-to-flip-through Mbook...Pricken has loftier

goals—namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas."—Adweek

Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including

magazines, billboards, television, movies, and the Internet. Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This second edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color

assessing the competition, to working with materials and vendors, and all the steps in between. The author, who is the president of the design group at Sterling Brands, has overseen the design/redesign of major brands including Pepsi, Burger King, Tropicana, Kleenex, and many more.


Barbara Wold - International Retail and Performance Expert

Barbara Wold

“I cannot give you a sure-fire formula for success, but I can give you the formula for failure,

which is: Try to please everybody.” - Herbert B. Swope, Pulitzer Prize-winning journalist

Retail - Tips

Copyright 2011. Reprinted with permission from Barbara Wold's Retail & Consumer Tips, [email protected].

Succeed at Customer Retention

The current economic climate is causing customers to be more selective. Most businesses can only guess at the reasons customers leave, mainly because they don’t gather that information or develop a formal strategy to retain customers until after they leave.

Find out what customers want and what causes them to stay or leave : First, conduct a survey with existing customers. Ask customers what they want and need, as well as which specific aspects of your business, products, services they value most. In addition, conduct a separate survey with former customers to find out what specifically caused them to leave.

Proactively collect and promote customer feedback : Don’t wait until there is a problem to contact or follow up with customers. Instead, set up communication channels to encourage sincere two-way communication with them, and then use those channels to actively solicit and collect their feedback.

Use technology to manage and analyze customer feedback, and ensure the right people see and hear it : Companies can easily have as many as 35 or more tools in place to listen to the customer. These tools frequently duplicate efforts and constitute a tremendous amount of time and resources. By the time feedback is tabulated, analyzed and shared, the input is weeks or months old.

Analyze customer feedback to gain valuable insights : Once you’ve gathered feedback from customers, analyze it to find out:

The type of customer feedback and the percentage in each category (complaints, suggestions, comments, concerns)The channel most used by customers to provide feedback (Web, phone, in-person, etc.)The underlying drivers of customer loyalty and engagement (i.e. the main reasons that customers do business with you, how they are

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emotionally connected to your business)The current strength and depth of customer loyalty and engagementNew revenue and growth opportunities for your business

Immediately address customers’ complaints and concerns : To make the most of your customer feedback, put together an action plan that focuses on addressing and resolving any areas that are causing customers concern. In conjunction, establish standards of excellence and share best practices with others in your organization.

Take action and Measure the Results : Use customer feedback to make improvements, and then measure the impact of the changes you made. Some of the areas that you may want to consider measuring include customer retention rate, revenue per customer, customer referrals, customers saved due to feedback, etc.

Actively measure and monitor your customers’ loyalty and engagement : Customers today are bombarded with attractive offers all the time. If they see a better deal based on price, quality or service, they feel pressure to switch brands or stores. To combat this, regularly measure and monitor your customers’ loyalty, satisfaction and engagement. Then use that information to make adjustments.

Create and nurture a company culture that embraces and is committed to using customer feedback : Embrace feedback by dedicating resources to acting on customer feedback. This involves training all your employees on what they can do to assist you in building a more loyal customer base.

Keep asking, listening, analyzing and improving : Customer needs, wants and concerns are constantly changing. So, keep asking and listening to customers’ feedback, and analyzing that feedback on an ongoing basis.


Mother Teresa

Princeson Jose Prince Jewellery

Dr. A. P. J. Abdul Kalam

P.V. Narsimha Rao

Sunil Mittal

Winston Churchill

Rajiv Gandhi

Lal Bahadur Shastri

Jawaharlal Nehru

Manmohan Singh

¡ My biggest test as a decision- maker Moving my business from a small town in Kerala to set up my first store in a city like Chennai.

¡MY favourite holiday destinationEurope

¡ Three personalities from history I would love to meet in person and why MAHATMA GANDHI – For his philosophies.STEVE JOBS - always an inspiration and

curious to know what made him tick and think ahead of his time to create market for products.

JAWAHARLAL NEHRU – For his role in liberating our country during the British rule and more importantly as a leader in balancing different political ideologies and views during a critical time in our country's evolution to an independent state. ¡ DHIRUBHAI AMBANI - For building a business conglomerate with no prior business experience and his ability to work with people from different strata of society. ¡ My business principle and success mantra

Successful business is all about good team work and the right and quick decisive decisions. My hobby

¡ My hobby Traveling and seeing new places.

¡ Happiness means......Spending more time with family

¡ My leadership style

Democratic, delegating decisions and making theteam accountable and giving due credit to a team which delivers.

¡ Customer satisfaction means................Producing and selling products which are value for

money. ¡ Business rivalry or business camaraderie.

Business camaraderie always and eternal. But, rivalry is short lived.

Retail - Last Word

Amol Bansal B K Saraf, Lucknow

n The political leader I admire the most and why?

n The business leader I admire the most why?

n Your biggest test as a decision-maker.

ATAL BIHARI VAJPAYEE : He is an excellent inspiration for people who want to serve the nation. Under his leadership Bharatiya Janata Party was its peak and today when he has retired from active politics there is no one who can replace that space.

RATAN TATA : For giving India a new definition. He was the first person (industrialist) who went on to acquire foreign companies and compete with MNC's. Tata industries has excelled tremendously under his leadership.

Joining my jewellery business right after my 12th standard exams. I did my graduation along with my work.

n Three personalities from history you would love to meet in person and why

n A book or a movie you would like to recommend for others and why?

n Had you not been in the jewellery business you would have................

n Your business principle and success mantra

n Happiness means......

n Your leadership style

n Customer satisfaction means...............

n Business rivalry or business camaraderie? Your take?

MAHATMA GANDHI: For his ahimsa. For his persistence and not giving up even in the worst of the situations. ADOLF HITLER : For his leadership qualities. He was able to convince the people and the nation that he is right and make people march behind him. RABINDRA NATH TAGORE : For his intellect.

9/11 DOCUMENTARY : It teaches us that nothing lasts for ever. We should not try to sell ourselves and be true always to our customers. The twin towers were supposed to be indestructible but that too went down.

I can't think of any other business. This is where I was born and this is where I will always be.

Building relations beyond generations. I believe that customer is god and he should be treated like god.

Spending more and more time with my family.

Democratic, Decision Maker and I don't falter on that. Also being friendly with the staff.

He goes out with a smile from my store.

Camaraderie takes you to unseen heights. Rivalry takes you down.

Atal Bihari Vajpayee

Ratan Tata

RabindranathTagoreAdolf Hitler Mahatma

Gandhi

136 |

Amol Bansal B K Saraf
