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from Sangini Diamond Jewellery |
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Preamble
The Diamond Trading Company announced the launch of its new collection - Sangini Diamond Jewellery (SDJ), in the year 2004, the perfect expression of love from a husband to his wife. The significance of that one special person in your life can seldom be described in words. What better way to express it than through a gift that speaks a thousand words!
Sangini understands the delicacy of the emotional bond that exists between a couple and has come out with an entire collection that highlights this emotion. Each and every piece in the collection has distinctive characteristics expressing the uniqueness of the relationship. The affordable pricing makes Sangini the most enduring gift a husband can give his wife - a gift that she would cherish and treasure for the rest of her life!
The Gitanjali Group acquired ‘Sangini’ in a 50:50 joint venture partnership with Sanghavi Exports. With this strategic alliance, we believe that Sangini would be further strengthened as a strong platform for gifting.
As an extension of a successful relationship of soul-mates, Sangini is being nurtured as brand that enriches a woman’s life
Vision: To strengthen SANGINI as one of the preferred diamond jewellery brands in India that adds enrichment to a woman’s life, as a result of a successful relationship with her soulmate.
Goal: To bring forth the significance of enrichment through SANGINI brand and build it as a strong platform for gifting of diamond jewelry.
Objectives:
- Build a brand that evokes enrichment through a fulfilled relationship.
- Create products that make a lasting impression on the minds of the buyers, through direct focus on quality and service.
- Achieve the targeted sales of $ 5.224m by the end of 2007.
- Distribute Sangini through 90 retail stores: 63 retailers, 11 distributors, 10 franchisees, 5 shop-in-shops and 1 identity corner by the end of 2007.
Sangini collections launched in 2006:
- Love
- Circle of Life
- Anniversary
- Solitaire
- Wedding
- Vintage
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| Collections |
Target Audience |
Product Range |
Price Bracket (INR) |
| Love |
Young couples in a relationship of age group 18-25 years. |
Pendants Rings Earrings |
1,000 - 20,000 |
| Circle of Life |
Daily wear jewelry gifted to the working women and home makers of age group 22-50 years. |
Pendants / Earrings / Rings |
7,000 - 30,000 |
| Anniversary |
Married couples for men and women, celebrating enduring relationship of age group 20-50 years. |
Rings |
10,000 - 40,000 |
| Solitaire |
Married couples celebrating special occasions of age group 30-50 years. |
Rings / Pendants |
20,000 - 70,000 |
| Wedding |
For men and women who are moving forward to tie the nuptial knot of age group 20 years onwards. |
Necklace / Rings / Earrings / Pendants / Bangles |
1,000 - 20,000 |
| Vintage |
Diamond jewelry gifted to women over 35years and older for special occasions, like parties, festivals. |
Rings / Earrings / Pendants / Necklace / Bangles |
5,000 - 30,000 |
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Certification:
SANGINI Jewellery comes with a unique hologram certificate by the IGI to authenticate its diamond content. |
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Profile:
Gitanjali:
Gitanjali Group has a rich and extensive experience in manufacturing, distribution, branding and retailing of diamond jewellery. The group has been a pioneer in jewellery branding in India. It launched the first Indian jewellery brand “Gili” in the year 1994. The brand Gili also introduced the concept of affordable diamond jewellery without sacrificing the quality or design.
Today Gitanjali group has a wide plethora of owned brands such as “D’damas”, “Gili”, “Asmi”, and “Nakshatra”. Gitanjali group is known for its outstanding jewellery designs and manufacturing expertise. It has 4 manufacturing units across India with a total workforce of over 1,400 people and a daily production of 16,750 pieces. Gitanjali also boasts of a vast network of almost a 1,000 outlets.
Sanghavi:
Sanghavi Exports was established in 1984. Initially the group started by exporting polished diamonds and diamond studded jewellery to major diamond trading centers across the world. They were also the trendsetters in establishing overseas associate offices in the Hong Kong region in 1987 and becoming a truly global player in the world diamond market.
The company’s quality and impressive growth is reflected in the awards it has won over the years. In 1996 Sanghavi Exports received the esteemed status of “Government Recognized Star Trading House”.
Sanghavi Exports became a DTC Sightholder in 1997. The group has also received the Export Award (in the Non - DTC category) from the Gem and Jewellery Export Promotional Council, India (GJEPC) for seven consecutive years, 1989 to 1995. Sanghavi Exports has 3 manufacturing units for export market including newly build up factory of 60000 sq. feet. in SEEPZ and one unit for Indian market of 13000 sq. feet with a total workforce of over 1500 and a daily production of 4000 pieces and distributing to the USA, Japan and all over Europe.
It is clear that both the groups have a vast experience in the diamond and jewellery industry in India and are involved in the entire value chain of manufacturing, distribution, branding and retailing of diamond jewellery. We are confident that with the combined experience and expertise of both the groups, we are able to make SANGINI a successful brand in the Indian retail market.
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| Bollywood tie-ups |
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Innovative Marketing
1. Strategic Franchisee Development Alliace
Hindustan Petroleum Corporation Ltd. (HPCL) and SANGINI diamonds Jewellery franchisee development tie-up nationally in Mumbai, Pune, Bangalore, Kolkata, Chennai, Hyderabad and Banaras in the year 2007.
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