Among the more notable of the Gitanjali Group’s departures from traditional jewellery trade has been its strategy of branding. Another, its strategy of layered distribution, using superstores, department stores and franchised retail.

Its very first consumer brand, Gili, was also India’s first jewellery brand, now a super-brand with several product variants and a growing global franchise.

The Group’s expertise, honed by its experience of India’s variegated market, has been usefully mobilized to foray into markets abroad – stretching from the USA to Japan.

High-value acquisitions in the US have enriched its pool of talent as well as its brand and product mix as it moves steadily up the value chain.

In step with its expanding product mix, the Group has launched more brands, positioned according to product category or consumer profile. Some brands are distributed B to B.

Today, its brands cover products ranging from loose diamonds, diamond and other stone-studded jewellery (natural and synthetic), in gold, silver, steel and combinations, as well as high-end watches, jewellery-watches, luxury artefacts and accessories.

They are all supported by branding communication and a strong and growing distribution network: at last count, 112 distributors and 1250 outlets in India alone.