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Gili JV with DTC & clothing Co Provogue
26 Nov '05
3 min read
Unlike in the West, branding of diamonds has been a difficult exercise in India, with brands taking several different routes to grab attention. For example, Nakshatra is product specific, Asmi is feeling specific, Suashish Diamonds' Ishi is about relationships, and Glitterati is star oriented. Though the expansion of the group's domestic chain is expected to generate profits, the biggest push is expected from Gitanjali's global foray.
At this moment, Indian brands have no major presence in the global diamond jewellery market.
Choksi stated that they are very excited about entering China, Japan, Thailand, the UK and the USA. This will be the first Indian-owned brand there. They will be manufacturing products designed specifically to the tastes of each market.
Gili is the first branded jewellery of India, started in a market where Jewellery was being treated as a possession but Gili with the clear image of future needs, shifted this paradigm "from occasionally…. to the need of every occasion".
At this moment, Indian brands have no major presence in the global diamond jewellery market.
Choksi stated that they are very excited about entering China, Japan, Thailand, the UK and the USA. This will be the first Indian-owned brand there. They will be manufacturing products designed specifically to the tastes of each market.
Gili is the first branded jewellery of India, started in a market where Jewellery was being treated as a possession but Gili with the clear image of future needs, shifted this paradigm "from occasionally…. to the need of every occasion".
The Economics Times
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