Assistant Professor, Ness Wadia College of Commerce, Pune, India. noronha.mariam@yahoo.co.in
Online published on 8 May, 2017.
Brands in Indian jewellery were launched in the early nineties. Prior to this the jewellery business in India was the sole preserve of the traditional jeweller. Suddenly the traditional jeweller had to contend with the launch of many brands across varying specializations, price ranges and market segments. This paper is an attempt to decipher the Branded Jewellery Phenomenon in India. It presents a summary of some significant issues and strategies being used by branded jewellery players to make inroads in to an arena dominated by traditional players. Conclusions in this regard have been drawn and presented.
Indian jewellery business, traditional jewellers, traditional players, branded jewellers, branded players, business strategies
