Mini project report submitted in partial fulfillment of the requirement

for the Award of Degree

of
MASTER OF BUSINESS ADMINISTRATION

By

RAGOLU LAHARI
2321BM010249

Under the Guidance

of

(Dr. Prem Anand C)

SCHOOL OF MANAGEMENT
Malla Reddy University
(Telangana State Private Universities Act No. 13 of 2020
& [Link]. No. 14 Higher Education (UE) Department)
Maisammaguda, Kompally, Medchal - Malkajgiri
Dist Hyderabad - 500100, Telangana

2023-2025
 BONAFIDE CERTIFICATE

Certified that this project report entitled “A STUDY ON JOY ALUKKAS WITH
REFERCENS TO MARKETING CHALLENGES” is the bonafide work of
“RAGOLU LAHARI” who carried out the project work under my supervision as a
part of his/her semester project.
Further certified that to the best of my knowledge the work reported herein does not
form part of any other project or dissertation on the basis of which a degree or award
was conferred on an earlier occasion by this or any other candidate.

SIGNATURE

NAME OF SUPERVISOR: Dr. Prem Anand C

Asst. Professor

HOD SIGNATURE
 DECLARATION

This is to declare that I ‘Ragolu Lahari’, of Malla Reddy University, Hyderabad of

M.B.A. I Year (Semester I) hereby declare that I have completed my Mini project, titled
‘A Study on Joyalukkas with reference to Marketing Challenges’.
The information submitted herein is true and original to the best of my knowledge. I
further declare that if any part of the report is found to be plagiarized, I shall take full
responsibility of it.

Student Signature
Student Name: Ragolu Lahari

Place:Hyderabad
Roll No. 2321BM010249

Date:30/01/2024
Chapter Content Page No.
No.
1. Introduction 1

1.1 Industry Profile 2–7

1.2 Company Profile 7 - 16

2 Methodology 17 – 21

3 Literature Review 22 – 26

4 Analysis 27 – 29

5 Findings, Suggestions and 30 – 33

Conclusion
Bibliography 34
 Ch 1: Introduction
A Study on Joyalukkas

1|Page
1.1 Introduction

Fashion & Retail 1

Working in the fashion industry can be broken into three main categories: business
owning, management/administration, and sales. Through the collaboration of those
three categories, retailers’ direct products and services towards end-users through
a supply chain which employs designers, buyers, merchandisers, planners, and
general corporate functions such as finance, IT, and marketing.

The fashion and retail industry is a complex and diverse field. It involves the
selling of all types of physical goods -- more than 25 million people in the U.S. are
employed by retailers. The retail field consists of supermarkets, department stores,
chain stores, specialty stores, variety stores, franchise stores, mail-order houses,
online merchants, and door-to-door sellers. Retail stores buy their goods from
wholesalers, stock the goods, and resell them to individual consumers in small
quantities.

The manufacturing side of the industry includes workers who produce apparel
such as those who use patterns to cut a variety of textiles into apparel's individual
pieces, and assemblers, sewers, pressers, and inspectors to create the apparel from
the textile pattern pieces. Clothing production also requires the support of workers
that include fashion designers to design the article of clothing; pattern-makers to
draw and construct a pattern for the garment based on the designer's
specifications; merchandisers and retail buyers who place the apparel in stores;
and retail salespeople who sell the finished garment to consumers.

2|Page
Fashion executives are anticipating a tough year ahead as the global economic
slowdown threatens to reverse the industry’s rapid post-pandemic recovery.
According to McKinsey’s ‘The State of Fashion’ report, 84% of industry leaders
expect market conditions to worsen or stay the same in 2023.

Particularly for enterprise brands, serving customers at scale across numerous

channels, responding to market changes in a timely fashion can prove challenging.
However, as the turbulence of recent years have shown, those that capitalize on
the right opportunities, predicting and planning for future trends in fashion ahead
of the
curve, can thrive even during the most difficult of times.

Industry executives view sustainability (16%), agility (13%) and brand

differentiation (12%) — which reflect the desires and values of these young
consumers — as the biggest opportunities for fashion in 2023, according to
McKinsey.

3|Page
Future fashion trends: The industry trends shaping the future of
fashion retail 2
With a focus on meeting increased demand for inclusivity and personalization
through technology, ethical and eco-friendly business practices, and engaging
customer experiences, these are the trends set to shape the future of fashion retail.

Metaverse
Our digital environments are beginning to evolve from 2D, linear spaces into
multi- dimensional, 3D worlds. With young consumers spending vast amounts of
time exploring these emerging online spaces — from virtual reality environments
to popular online games such as Roblox — the metaverse is tipped for exponential
growth in the coming years.

4|Page
With 63% of Gen Z consumers expressing a strong interest in the metaverse and
among those the most likely to spend on digital garments, according to Sina, many
brands are already starting to explore this trend, partnering with leading video
game developers to bring their garments to the online world. Fortnite players can
now dress their avatar in trendy Balenciaga outfits, while Roblox players spend
thousands on virtual Gucci accessories.

Social shopping
Today, many consumers turn to social platforms in search of support and
guidance, analyzing the outfits of influencers on Instagram and TikTok, combing
through user-curated boards on Pinterest, and sending snaps through Snapchat
asking for advice.

The pandemic has accelerated reliance on social media, with 74% now more
influenced to shop through these channels than they were before the pandemic,
according to Business of Fashion (BOF) and McKinsey, while 70% highlighted
clothing as the product they shop for most.

Experiential retail
The demand for personalized retail experiences is growing.
Some 80% of consumers now expect fashion retailing businesses to accommodate
their preferences, with brands turning to technology to reshape their customer
experience (CX).

Artificial intelligence, in particular, is playing a leading role. In stores, trendsetters

such as Amazon are exploring the potential of cashier-less checkouts that
streamline the buying process. This technology tracks customers, recognizes the
products they select, and bills them automatically as they leave.

5|Page
Fit technology
Mobile body scanning technology is also having a transformative impact on
businesses of all shapes and sizes. Solutions such as Mobile Tailor, which allows
businesses to collect body measurements contactless and remotely using just two
photos of the customer, are enabling made-to-measure businesses to expand their
reach and provide a safe and comfortable in-store measuring process. Likewise,
solutions such as YourFit are overcoming fashion e-commerce’s sizing challenges
by matching online shoppers with their perfect size and fit.

Channel diversification
Ecommerce grew at an extraordinary rate during the pandemic and has continued
to gain ground in the years since. As the market normalizes, brands will need to
carefully reconsider their channel strategies based on emerging future trends in
fashion.

Circular textiles
Fashion’s struggles with sustainability are well documented: A leading cause of
harmful emissions, shocking water consumption, and approximately 40 million
tonnes of textile waste each year. With half of young consumers planning to buy
fewer, better quality garments, the industry must explore slow, sustainable and
circular manufacturing processes and materials.

Supply chain innovation

While executives view agility as one of the biggest opportunities to attract
customers in 2023, supply chain disruptions – from raw material shortages to
clogged up ports and postal strikes – pose a problem.
While disruptive, these issues could prove to be a catalyst for positive change. To
provide the agility enterprise fashion retail businesses and their customers seek,
the manufacturing sectors are exploring new, digitally-enabled supply chain
models. According to McKinsey, some 65% of businesses are considering
nearshoring, where manufacturers relocate operations to countries closer to the
brands and business, they serve to reduce logistics times, cost and delays.
Likewise, 61% are exploring the possibility of forming strategic partnerships with
suppliers.
6|Page
Second-hand fashion
The global fashion resale market is set to grow 127% by 2026 and is expanding
three times faster than the wider fashion retail sector, according to ThredUp.
Recent growth has been largely fueled by the growing demand for sustainability,
yet second-hand fashion will receive a further boost in 2023 as younger consumers
curb their spending amid the financial downturn.

Product passports
In order to improve sustainability and transparency while tackling long-standing
issues such as counterfeiting, brands plan to invest in solutions that will help
maintain and share product information digitally.

Diversity and inclusivity

Some 42% of insiders rate fashion’s performance as ‘poor’ or ‘very poor’ in
prioritizing diversity and inclusivity (D&I) as a core value, according to BOF.
However, there are signs of positive change — A recent Council of Fashion
Designers of America survey found most industry employees believe fashion’s
attitudes towards D&I are ‘evolving’ and ‘improving’.

Retail
Retailing is defined as the process of selling merchandise to consumers that offer
value and engagement through a successful exchange of goods and services. It is
witnessed that, the retail industry has transformed and evolved over the last
several decades, launched through technological development. This encompasses
traditional bricks and mortar stores,
e-commerce and online retailers. The fashion retail industry plays a important role
in what we wear, what we look like and how we live, with its increasingly
sophisticated consumer demanding more.

7|Page
1.2 Company Overview

JOYALUKKAS

LEGACY 3

Under the visionary leadership of Joy Alukkas, the World’s favourite jeweller is
today a 150-showroom plus vast chain spread across 11 countries around the
world. We enjoy the trust and patronage of over 100 nationalities, who strongly
consider Joyalukkas as their favourite destination for jewellery shopping.

8|Page
Joyalukkas Story

The Joyalukkas group has rapidly expanded its foothold all over the globe since its
inception in 1987. Joyalukkas is today a trusted brand in India, UK, USA,
Singapore, Malaysia, UAE, Qatar, Kuwait, KSA, Bahrain & Oman. The brand is
continuing to rapidly expand its presence in more countries across the world to
fulfill its vision of Ornamenting the World

A GLITTERING SUCCESS STORY

The Beginning (1956 – 1986 )

Alukka Joseph Varghese laid the foundation for a jewellery brand in Thrissur in
Kerala, India, which eventually spreads its wings and grows into a global icon.

The Gulf Chapter (1987- 2000)

Alukkas Jewellery explores the potential of the Gulf market and builds a
presence in the UAE and the region.

9|Page
Era of Expansion (2001-2004)

As the Alukkas brothers restructure the business, Joy Alukkas continues with the
Gulf operations and expands across India

New Brand. Global Dreams (2005-2022)

After making a mark in India and the Gulf, Joy Alukkas eyes the next market the
rest of the world -with a new brand name and identity

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ACHIEVEMENTS

INDIA’S FIRST

The first jewellery retailer to be awarded both the prestigious ISO 9001:2008
and 14001:2004 certifications.

DUBAI QUALITY AWARD

Awarded the Dubai Quality Awards Certification by H. H. Sheikh Mohammed

Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and
Ruler of Dubai

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 NATIONAL JEWELLERY AWARDS

The only jeweller to have been awarded the Super brand status in the UAE for
Eight consecutive years, from 2010.

DESIGN AWARDS

Conferred with the honour of the Retailer of the Year (2005) in the Middle East.

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INDIA’S FIRST

The first jewellery retailer to be awarded both the prestigious ISO 9001:2008 and
14001:2004 certifications.

DUBAI QUALITY AWARD

Awarded the Dubai Quality Awards Certification by H. H. Sheikh Mohammed

Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and
Ruler of Dubai

NATIONAL JEWELLERY AWARDS

The only jeweller to have been awarded the Super brand status in the UAE for
Eight consecutive years, from 2010.

DESIGN AWARDS

Conferred with the honour of the Retailer of the Year (2005) in the Middle East.

Mission 4

To improve and enrich life everywhere by offering extraordinary lifestyle

solutions backend by incomparable value addition and innovation, adhering to
globally approved process and norms and creating a successful value-chain for our
associates.

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CHAIRMAN & MANAGING DIRECTOR

JOY ALUKKAS

Today, the brand Joyalukkas is a household name in 11 countries around the

world, thanks to the influence of my father and the strong values I have imbibed
from him. You, our valued customers, keep us going and we will do everything
possible to give you a joyful experience on every occasion of shopping with us.

We have now enhanced our online store to make it simple, convenient, fast, & safe
and of course, present to you the best designs and choices that are sourced from all
over the World. Let me assure you that our commitment to quality is unwavering.
Wish you a delightful shopping experience and please do send us your valuable
feedback and opinion whenever possible, this will help us serve you better.

JOHN PAUL ALUKKAS

Welcome to our brand-new online shopping store, we have redesigned it based on

your evolving taste and demand for convenience, reliability, and speed. Other than
the fresh and international look, we have also added many more choices of
jewellery designs and collections to spoil you with unlimited choices. We are
striving to be the World’s favourite jewellery and this mission starts with each one
of you visiting here or any of our many showrooms. Our many choices of
jewellery include exquisite creations in gold, diamonds, platinum, gemstones, &

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silver and our price

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range is devised to suit the need of one and all. We hope you find your journey
here delightful and memorable.

Looking forward to your next week.

Thank you & happy shopping!

Board Members

Our Board is a team of highly skilled individuals who steer the company towards
success. They bring diverse expertise, oversee management, and make crucial
decisions that drive growth and benefit all stakeholders. Their unwavering
commitment and leadership are key to our continued success.
 Alukkas Varghese Joy (Managing Director)
 John Paul Joy Alukkas (Non-Executive Directive)
 Thomas Scaria Kalappurackal (Non-Executive Directive)
 Alex Kalluvila Babu (Non-Executive Independent Directive)
 Lava Krishna (Non-Executive Independent Directive)
 Pushpy B. Muricken (Non-Executive Independent Directive)

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Joyalukkas Ambassadors:

Kajol Devgan Kajol perfectly embodies the grace and beauty that our brand
stands for. She has always proved to be exceptional in her field and this is our
mission as well. We are glad to have her as the face of our brand and look forward
to achieving many more milestones together. Hrithik Roshan, Allu Arjun,
Suresh Gopi, Kiccha Sudeep, Shreya Ghoshal, Kangana Ranaut. They are the
ambassadors of Joyalukkas.

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Ch 2 - Methodology

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SWOT ANALYSIS

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a method for

identifying and analysing internal strengths and weaknesses and external
opportunities and threats that shape current and future operations and help develop
strategic goals. SWOT analyses are not limited to companies. Individuals can also
use SWOT analysis to engage in constructive introspection and form personal
improvement goals.

SWOT Analysis are Quick Glance:

 Strengths
 Weaknesses
 Opportunities
 Threats

Joyalukkas SWOT Analysis

Joyalukkas is one of the leading brands in the lifestyle and retail sector.
Joyalukkas SWOT analysis evaluates the brand by its strengths & weaknesses
which are the internal factors along with opportunities & threats which are the
external factors. Let us start the SWOT Analysis of Joyalukkas:

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Joyalukkas Strengths

1. One of the Largest Jewellery store in India

2. Good presence pan- India and Middle East
3. Over 10 million customers and employs a highly committed team of over
3000 people
4. Have won National Jewellery awards by the All-India Gems and Jewellery
Trade Federation (GJF)
5. Has a wedding centre where a person can buy sari, accessories matching to
the jewellery
6. Good marketing and advertising in India by associating with celebrities

Above are the strengths in the SWOT Analysis of Joyalukkas. The strengths of
Joyalukkas looks at the key internal factors of its business which gives it
competitive advantage in the market and strengthens its position.

Joyalukkas Weaknesses

1. Less brand visibility globally, which has a huge potential market

2. Brand recall is less as compared to Established brands in North India

These were the weaknesses in the Joyalukkas SWOT Analysis. The weaknesses of
a brand are certain aspects of its business which it can improve.

Joyalukkas Opportunities

1. Expansion in international markets

2. Continue expansion to increase the market share

Above we covered the opportunities in Joyalukkas SWOT Analysis. The

opportunities for any brand can include prospects of future growth.

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Joyalukkas Threats

1. Gold prices are increasing

2. Huge debt for expansion operation overseas
3. Continuously changing fashion trends means continuous investment in
innovations

The threats in the SWOT Analysis of Joyalukkas are as mentioned above. The
threats for any business can be external factors which can negatively impact its
business.

Joyalukkas Competitors

There are several brands in the market which are competing for the same set of

customers. Below are the top 4 competitors of Joyalukkas:

[Link]

[Link]

3. Ddamas

4. Nirvana Diamonds

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About Joyalukkas

The table below gives the brand overview along with its target market,
segmentation, positioning & USP

Joyalukkas Overview

Parent Company Joyalukkas group

Category Jewellery and diamonds

Sector Lifestyle and Retail

Tagline/ Slogan Joy of choice; World’s favorite jeweller

One of the Biggest Jewellery market in

USP
India and Middle East

Joyalukkas STP

Segmentation Woman looking to gold and bridal jewellery

Woman from Urban to semi-Urban with High

Target Market
income group

Positioning Quality, value offering and service

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Ch 3 - Literative review

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 5
Anupam Rana Himanshu Chauhan Date Written: March 14, 202. Journal
name Studies in Indian Place Names, 40(56), 232–248. This paper attempts to
study consumer preferences towards fashion jewellery in Ahmedabad and
Gandhinagar city of Gujarat state. Fashion jewelry also called imitation Jewelry or
costume jewelry, mainly for the reason that it is not made of precious metals and
stones, rather lighter and cheaper materials are used. India has a 65% young
population which is the highest in the world. Increasing the purchasing power of
fashion- conscious, financially independent working women and youth will
continue to appreciate the field of fashion jewelry and fashion accessories. The
research methodology of this paper comprises of descriptive research. Primary
data have been collected through a structured questionnaire while secondary data
have been collected from sources like articles, journals, magazines, and web
sources. This study reveals that more than 60% of consumers buy fashion jewelry
without any occasion at every three months or six months interval. Earring is the
most popular jewelry article in fashion jewelry. Consumers buy fashion jewelry
more from the local markets and retail stores than online retailers. This research
also aims to be useful to the manufacturers and marketers to decide the strategies
and researchers can explore the area of design, marketing, and buying behaviour
of consumers in the fashion jewelry market.

Source: [Link]

6
Federico Caniato, Maria Caridi, Cecilia Castelli Article publication date: 1
August 2008 Permissions. Journalist name Research Journal of Textile and
Apparel. Supply chain management is a critical issue when dealing with the
fashion industry. When managing retail, Demand Management is an area that
requires investigation because retail is usually the only contact point between the
company and its customers. This paper focuses on two luxury fashion industries;
fashion apparel and shoes, watches and jewellery. The goal is to understand how
the players in these markets deal with their retail channel and the Demand
Management process and to find out which are the main drivers that influence
their behaviour. Management practices are analysed using the case study
methodology. The findings show that a relationship exists between the company’s
features, such as and the products they sells and the use of retail and Demand
Management levers which have been grouped

24 | P a g
into five main families; information management; demand forecasting; assortment
planning; orders and replenishments management, and demand and supply
synchronization.

Source: [Link]

Sources: Strahler7
Jochen [Link]
in this research entitled “Green Fashion retail”
Journal

name Springer Series in Fashion Business (SSFB). First Online: 19 October

2016
Dr. Noronha Mariam8 in his research entitled Business Strategies of Traditional
Part of the
Jewellers in Springer Series
India- An in Fashion
Overview. Business
Journal name book seriesProfessor,
Assistant (SSFB) The purpose
Ness Wadia
of this paper
College is to provide
of Commerce, [Link]@[Link].
overview over the fashion retail landscape
Published from
in the a
year
ofsustainability perspective.
Online published It draws
on 5 May, the outline
2016. Asian Journal of the key ininfluencing
of Research Marketing
developments,
Year: like digitalization
Brands in Indian jewellery were onlaunched
the oneinhand and nineties.
the early changing consumer
From then on
behaviour
the onjeweller
traditional the other
whohand. It dominate
used to shows that
the new
retail business models
of jewellery such as
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.

Sources: [Link]

25 | P a g
[Link], Dr.S.Chandramohan9 in their research entitled “BUYING
PREFERENCE TOWARDS BRANDED JEWELLERY STORES”. Journal name
GLOBAL GROWTH: GEARS & GLOWS page no 354 to 357 published in the
year 31st February 2017. Jewellery sector is one of the most important sectors of
Indian economy and has also been one of the fastest-growing sectors in the past
few years. The domestic Gems and Jewellery industry had a big market size with a
potential to grow to INR 500,000 – 530,000 Crores by 2018. Branded jewellery is
the new mantra in the market, having rapidly acquired a niche over the past few
years. Increasing purchasing power and disposable incomes of India’s middle
class has resulted in consumption growth of this industry by about 11 per cent in
the five- year period [Link] paper attempts to explore and study factors
influencing consumer buying behaviour towards selection of branded jewellery
stores for their jewellery purchase. The Indian retailing scene has never been more
exciting both from consumers’ and marketers’ points of view. Indian jewellery
market has seen a big shift in terms of its consumption pattern.

Shuai Yang, Yiping Song, Siliang Tong10 in their research entitled Sustainable
Retailing in the Fashion Industry: A Systematic Literature Review. Journal name
MDPI has standardized criteria. Published: 19 July 2017. Although sustainability
in the fashion industry has gained prominence from both business practices and
academic research, retailing, a vital part of the supply chain, has not yet been
fairly explored in academia. The interest in this area has increased lately, mainly
due to the growing complexity within this dynamic context. Therefore, it is
meaningful to conduct a systematic review of the relevant published literature in
this field. The content analysis results indicate that the most prominent areas in the
field are sustainable retailing in disposable fashion, fast fashion, slow fashion,
green branding and eco-labelling; retailing of second-hand fashion; reverse
logistics in fashion retailing; and emerging retailing opportunities in e-commerce.
The results from this review also indicate that there is a lack of research on
sustainable retailing in the fashion industry in the developing market.
Source: [Link]

26 | P a g
Cecilia Fredriksson11 in his study Retail and Fashion – A Happy Marriage? The
Making of a Fashion Industry Research Design. Journal name Culture Unbound
- Journal of Current Cultural Research is published under the auspices of
Linköping University Electronic Press (LiU E-Press). Published 2011-04-19
Fashion and retail ought to be a happy marriage. Yet several entrepreneurs in the
field of fashion speak of a climate that is difficult to penetrate because of
economic and cultural factors. For example, the chain store concept is an
expression of the specific and current fashion situation in Sweden: democratic
fashion that is cheap and accessible. At the same time, customers now demand
personal, unique and ethical fashions. However, there are few possibilities in this
climate for low-cost development in progressive Swedish design. This article
addresses the questions of how special trade conditions are reflected in the
relationship between fashion and retail, and how different interests and values are
expressed in the culture of Swedish fashion.

Source: [Link]

27 | P a g
Ch 4 - Analysis

28 | P a g
Causes for Strengths

High quality and purity: - The success and growth of Joyalukkas has been
driven by its unstinting commitment to quality, a fact that has been widely
recognized by its growing customer base.

Distribution network and retailing stores- It has a wide network of more than
23 showrooms across India.

Competitive prices: Joyalukkas follows competitive pricing strategies and

adheres to provide quality products at minimum cost.

Brand Leverage: Joyalukkas is a well-established top brand in jewellery retail

sector in India. This brand name itself provides an additional leverage in their
growth.

ISO 9001 and 14001: Joyalukkas is awarded with ISO 9001 and 14001 for its
quality in business processes and products and also for its strong environment
concerns and programs.

Causes for Weaknesses

1. There may be conflicts of interest between them and certain of their

Promoter group companies.
2. As the major raw material requirements need to be imported, companies
normally stock huge quantities of inventory resulting high inventory
carrying costs
3. Technology is less improved compared to China and Thailand's company.

29 | P a g
Causes for Opportunities

1. New markets in Europe & Latin America.

2. Growing demand in South Asian & Far East countries. Industry moving
from a phase of consolidation.
3. Expansion possibilities in lifestyle and luxury products in India like
watches. leather goods, Platinum jewellery because increasing disposable
income of people.

Causes for Threats

1. International Competition: -China, Sri Lanka and Thailand's entry in small

diamond jewellery.
2. Increase in the price of gold and diamonds.
3. Other local competitors. According to the data 97° jewellery sales are by
family jewellers.
4. Threat from producing nation like S.A. & Russia.

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Ch 5 - Findings

31 | P a g
Findings:

1. The success and growth of Joyalukkas has been driven by its unstinting
commitment to quality, a fact that has been widely recognized by its
growing customer base.
2. Joyalukkas follows competitive pricing strategies and adheres to provide
quality products at minimum cost.
3. Joyalukkas is a well-established top brand in jewellery retail sector in
India.
4. This brand name itself provides an additional leverage in their growth.
5. As the major raw material requirements need to be imported, companies
normally stock huge quantities of inventory resulting high inventory
carrying costs.
6. Gold as a share of wallet is decreasing in the younger generation.
Traditional jewellery is still the dominant design pattern while
contemporary styles are emerging fast.
7. Although guarantee of the retailer is important in ascertaining quality.
8. hallmarking is gaining acceptance.
9. In the past choice of stores used to be 1-2 stores, but customers now look
at +
10. 5 stores for range and choice of jewellery.
11. The main occasions to buy are still marriage and festivals.
12. Customers in the high value category are becoming more informed
because of exposure to media and fashion trends.

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Suggestion:

Consider exploring Joyalukkas' latest collections for timeless and elegant jewelry
pieces. Whether it's classic designs or contemporary styles, Joyalukkas offers a
wide range to suit different preferences. Don't forget to check for any ongoing
promotions or discounts to make your jewelry shopping experience even more
delightful.

1. Explore Latest Collections: Check out Joyalukkas' newest jewelry collections

for the latest trends and designs.

2. Consider Diverse Styles: Whether you prefer traditional or modern pieces,

Joyalukkas offers a wide range to suit various preferences.

3. Look for Promotions: Keep an eye out for ongoing promotions and discounts
to make your purchase more cost-effective.

4. Customization Options: Inquire about customization services to create a

personalized piece that reflects your style.

5. Verify Warranty and After-Sales Services: Ensure a secure purchase by

understanding Joyalukkas' warranty policies and after-sales services.

6. Stay Informed via Social Media: Follow Joyalukkas on social media for
updates on new arrivals, events, and exclusive offers.

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Conclusion

In conclusion, Joyalukkas stands as a reputable destination for exquisite jewelry,

offering a diverse range of designs to cater to various tastes. With the option for
customization and attention to customer satisfaction through warranty and after-
sales services, it provides a secure and personalized shopping experience. Stay
updated on promotions and new arrivals through their social media channels for a
delightful and informed jewelry shopping journey.

In summary, incorporating Joyalukkas into projects involving jewelry showcases

elegance and diversity. The brand's commitment to customization, coupled with
reliable warranty and after-sales services, ensures a secure and tailored approach
to jewelry solutions. By staying attuned to their promotions and leveraging their
extensive range, projects can benefit from a touch of sophistication and
uniqueness that Joyalukkas brings to the table.

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Bibliography

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project11

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