Brands in Indian jewellery were launched in the early nineties. From then on the traditional jeweller who used to dominate the retail of jewellery has contended with the launch of many brands across varying specializations, price ranges and market segments. The introduction of brands in the Indian jewellery business is the backdrop for this study.
Branded jewellery has led to the professionalization of the business per se while presenting the customer with many choices. This competitive scenario presents numerous opportunities for branded as well as traditional jewellers seeking to expand their presence in India and abroad.
This chapter presents an overview of strategies being employed by traditional players to compete with branded players across India. Conclusions in this regard have been drawn and presented.
Indian jewellery business, traditional jewellers, traditional players, branded jewellers, branded players, business strategies
