Company Profile Kalyan

History and Future

The group derives its origins from textile retailing and wholesaling and has experience of
over 100 years in the trade. Kalyan branched out into the field of jewellery retailing in the
year 1993 by opening its first store in Thrissur.
The reason behind the kalyan group's foray into business itself is quite unique and makes it
interesting to read. The ancestors of the current management come from a pious background
that comprised of priests, saints and advisor to kings. Hailing from the Tanjavur district of
Tamilnadu, these ancestors had migrated to Kerala.
The decision to start business was taken in response to the call of one of the senior relatives
of the clan, who was a Dewan to the Maharaja of Kochi, who believed 'Enterprise and
business was necessary to create job opportunities and to make India self dependent'. He also
belived that 'business should be fair with a social objective and not just for self motives'. The
group still adheres to the founding principles of its forefathers and this explains the group's
firm grounding in fair business practices and ethics.

CMD's Message

Today, many people measure their business success by

turnover and margins. Personally, I believe Kalyan Jewellers'
major achievement is the trust we have earned of millions of
people across the length and breadth of India, and abroad in
the GCC. We have always believed in fair and transparent
business. We believe that the customer should be understood
so well that we know his needs much before he understands

them himself. We believe that an enlightened customer is the

best customer. These are the simple principles that have
helped us achieve market leadership in almost all markets in
which we are present. Pampered by your unbound love and
support and with the blessings of the Almighty, we believe that
this will go a long way in the accomplishment of our vision, to
open more stores and serve customers across the world.
Vision

Kalyan primarily aims at common social good through fair and ethical business practices.
Kalyan is a promise to every customer; a promise of fulfilling the customers needs to their
extreme satisfaction and serving only the best in the market.

Mission

To give customer much more than what he wants and asks for, in jewellery retailing, in all the
key areas of quality, value for money, transparency and customer service, through innovative
means and tools, which in turn will make Kalyan Jewellers the most trusted jewellery,
globally.

We created history a few years, not just in jewellery retailing but in the retail industry itself
with our path breaking "My Kalyan Mini Store" out lets.
These mini stores provide services like Quality Education of Gold in for customers who are
unaware about various facts of the Industry. Enrollment in Gold & Diamond Purchase plan,
enrollment in Gold Insurance plan, educating and guiding on wedding purchase , Advance
Booking of Gold for protection against price fluctuation, Gift Voucher sales.
All My Kalyan Mini Stores also stock the finest collection of Diamond Jewellery at
amazingly affordable prices. Diamonds are considered a prestigious, status and class defining
Jewel. But we believe that Diamonds are for Everyone and there is no constraint on who can
wear these. Everyone is imperial. With Kalyan for you, you are never too far from gifting
yourself or your loved ones the most exquisite Diamond Jewellery. Today, My Kalyan is a
household name, near and far, in even the smallest villages of Indias myriad landscape. We

are proud to say that customers who have experienced the service at our My Kalyan Mini
Stores, come back to us, again and again, without fail, which in itself is the proof of the
quality we deliver and this gives us the inspiration to keep moving ahead with more
innovations, purely for our customers.

Products available at My Kalyan Mini Store

My Kalyan Mini Stores stock an exclusive collection of the fines affordable diamond
jewellery. The craftsmanship that goes into the painstaking process of design until the perfect
finish of each piece of jewellery is what makes us stand out from other jewellers. We have a
wide array of traditional and modern designs of diamond jewellery within the range of Rs.
5000 to Rs. 15000. All diamonds in these products are IGI certified and all the gold used in
these products is BIS certified. This assures you of the quality and guarantees buyback as
well.

News & Events

GJTCI Excellence Awards & Release of 12th Edition of

Members Directory
GJTCI Excellence Awards ceremony on 24th Dec 2015 at Narayani Heights, Bhat,
Gandhinagar, organized by Gem and Jewellery Trade Council of India, with a view to
recognize the yeoman services provided to the growth and progress of the gem & Jewellery
Industry through their hard work and dedication, felicitated 44 eminent personalities in
various categories from the gems and jewellery manufacturing, exporting, services etc. from
across the country for their outstanding achievements and services to the sector.
GJTCI Excellence Awards 3rd Edition was witnessed with presence of leading jewellery
industrialists, Government officials and other officials from support industries from various
parts of country viz. Shri O.P.Kohli, Honorable Governor of Gujarat, Dr.Kiritbhai Solanki
Member of Parliament , Shri Mahendrabhai Shah, Chairman Confederation of All India
Traders, Shri Shantibhai Patel President of Gem & Jewellery Trade Counil of India, Shri
Devendra Patel Journalist Sandesh Press, Members from different councils like GJF,
GJEPC & other associations.
Leading jewellers viz Joyallukas India Pvt Ltd, Kalyan Jewellers India Pvt Ltd, G. R.
ThangaMaligai Jewellers, Senco Gold, Bholasons Jewellers Gold Souk Ltd, A.S Motiwala,
Adgaonkar Saraf Pvt Ltd, Awesome Sparklers, Manappuram Finance Limited, Khurana
Jewellery House, Kirtilal Kalidas Jewellers Pvt Ltd, Laxmi Jewellery Pvt Ltd, Krizz, ORRA ,
Punjabi Saraf, Kashi Jewellers, Khanna Jewellers Pvt Ltd, P N Gadgil Jewellers, Rajesh
Exports Ltd, Ramesh Chandra Parekh Jewellers, Raniwala Jewellers Pvt Ltd, Malabar Gold
Pvt Ltd, RKR Gold Private Ltd, Sawansukha Jewellers, Silver Emporium Pvt Ltd, Surya
Gold Pvt Ltd, Talwarsons Jewellers, SwarnMandir Jewel Designer Pvt Ltd, Yoube Jewellers
Ltd, Aoj Media Pvt Ltd , Shringar House of Mangalsutra Pvt Ltd, V G Gold Assaying
Hallmarking Centre and other dignitaries of the trade from all over India were felicitated by
the prestigious Award.
The Award was supported by Jewel Trendz, PGP Joyeria, Shilpa Life Style, Swarovski
Gemstones, BVC Logistics & Swana Shilpi.
During the Awards ceremony, GJTCI also launched the annual 12th Edition of Members
Directory 2016 providing details of its members.

About GJTCI
Gem and Jewellery Trade Council of India, an ISO 9001 certified organization and an 1050
members strong organization, was established in the year 2000 with the objective of working
for the development of the national gems and jewellery business.

Constituted with the mission of unifying the gems and jewellery business under one platform,
the Council works towards constantly helping its members in up gradation of design,
technology and precious metals processing and also providing them a global platform. The
Council also runs training courses for gems and jewellery manufacturing and designing. To
further the above objectives, GJTCI, have separate Education, Jewellery and Diamond
grading divisions.
The Council has been regularly participating in international trade fairs and interacting with
global organizations and leaders with the objective of providing exposure to its members to
the latest trends in the sector.
The photographs of the function are attached herewith.
Shantibhai Patel- GJTCI President

News & Events

Kalyan Jewellers pledges Rs. 20 crore for Housing For All

T.S. Kalyanaraman Meets Honble Prime Minister
Narendra Modi and pledges support for Central
Governments vision for Housing for All: Mission 2022
Earmarks Rs. 20 crore to build 1,000 houses in initial
phase
Thrissur, December 14, 2015: Kalyan Jewellers, Indias leading and trusted jewellery brand
has pledged its support for the Indian Governments Housing for All: Mission
2022programme. T.S. Kalyanaraman, Chairman and Managing Director of Kalyan Jewellers
met Honble Prime Minister of India,
Shri. Narendra Modi, and shared Kalyan
Jewellers endeavour to support housing for the underprivileged, as part of its Corporate
Social Responsibility.
Kalyan Jewellers is among the first few corporates to pledge support to the Governments
Housing for All: Mission 2022. As part of its commitment, Kalyan Jewellers will develop
1,000 houses in the initial phase and has earmarked Rs. 20 crore towards this effort. Shri.
Kalyanaraman met Shri. Modi along with
Executive Directors of Kalyan Jewellers, Rajesh Kalyanaraman, Ramesh Kalyanaraman and
Kalyan Developers MD, Karthik R, on the housing initiatives for weaker sections being
undertaken in Thrissur where Kalyan Jewellers is currently developing 100 houses as part of
Zero Landless Kerala initiative of the Kerala state government.
The framework of implementation includes a nodal agency working in close coordination
with government, civic authorities & agencies, Self Help groups and other NonGovernmental bodies. Gujarat, Punjab, Telangana & Andhra Pradesh are among the states
identified for developing the initiative. Kalyan Jewellers will continue to augment its efforts
and build several hundred houses in the future.
Shri. T.S. Kalyanaraman, Chairman & Managing Director, said, It was a privilege to
meet the Honble Prime Minister Shri. Narendra Modi and make a humble commitment
towards the Governments vision of Housing For All. We also briefly discussed some of the
issues plaguing the jewellery industry and sought his early intervention in ensuring that the
industry realizes its true potential.
Shri. T.S. Kalyanaraman made a submission to the Honble Prime Minister on some of the
industry issues:

1. GST A Paradigm shift in Gems and Jewellery Sector

The industry supports and eagerly awaits the implementation of GST as it would be a game
changer for the Gems and Jewellery sector. Kalyan Jewellers however recommended that the
State GST at the Retail level should not be more than the current rates which is 1 percent. All
input taxes including CGST And IGST to be set off against SGST.

1. Inclusion of Jewellery Manufacturing by local

artisans and craft smiths in Make In India
campaign.
Lakhs of jewellery artisans and craft smiths who design and manufacture the most exquisite
jewellery in the world stand to benefit if a certain area is earmarked in industrial zones for
jewellery manufacturing units. The inclusion of jewellery manufacturing by local artisans and
craft smiths in Make In India campaign would be a tremendous boost to promote the Indian
Jewellery in global markets.

1. BIS Hallmarking to be made compulsory

To ensure stringent compliance to quality, BIS Hallmarking in jewellery retailing should be
made compulsory. This would be in the best interest of manufacturers, suppliers and
customers. Presently Hallmarking is carried out by government monitored agencies. To
overcome the resource constraints of the agencies in ensuring strict implementation, the
government may consider setting up local units in centers to ensure that all forms of jewellery
are Hallmarked. The issue of only the jewellery retailer being held accountable in stray
instances of some impurity was also brought to the attention of the Honble Prime Minister. A
more comprehensive framework to address this issue was suggested.

1. Free Gifts and Promotional Offers to increase sale

of jewellery
The trend of attracting customers by promising free gifts and promotional offers which are
questionable and unregulated was raised. The framework of regulation being adopted in Gulf
countries was highlighted and a call for stricter monitoring by government agencies was
requested.

1. Legal Metrology Act

Various states in India have enacted their own rules to enforce the Legal Metrology Act. This
has led to a complicated environment for jewellery retailing especially players with a national
footprint. It was suggested that a standard approach be adopted for implementation of the act
which ensures consumer protection and enhancement of business opportunities.
About Kalyan Jewellers

Headquartered in Thrissur in the state of Kerala, Kalyan Jewellers is one of the largest
jewellery manufacturers and distributors in India. The company leverages its strong roots of
over a century in the business of textile trading, distribution and wholesaling.
Starting with the first jewellery showroom in 1993, Kalyan Jewellers has enjoyed a longstanding presence in the Indian market of over two decades. It has set industry benchmarks
in quality, transparency, pricing and innovation. Kalyan offers an array of traditional and
contemporary jewellery designs in gold, diamonds and precious stones catering to the distinct
needs of the customers.
Kalyan Jewellers has grown to 86 showrooms across India and West Asia. Kalyan Jewellers
continues to adhere to the founding principles of its forefathers of pursuing fair and ethical
business practices.

Free invitation to star nights with super stars.

Special exhibition and sale of exquisite gold and diamond

jewellery.

Annual sale with fantastic discounts exclusive for card

holders.

Chance to win fabulous bumper prizes.

Dinner & holidays with your favorite stars.

Free foreign trips.

Anytime redeemable points. Avail gold against points

accrued.

Instant offers at our outlets for our gold card customers.

Loyalty Program
Kalyan Jewellers was the first to introduce one-of-a-kind cutomer loyalty programs in the
jewellery retailing industry. This loyalty program comes with oodles of exciting benefits for
the customers apart from the usual accrual of points that could be redeemed at any time. A
one-time purchase of Rs. 1000 from any of the Kalyan Jewellers outlets enables ownership of
this loyalty card and you become part of our program.

Store Locator

India

Andhra Pradesh

Gujarat

Haryana

Karnataka

Kerala

Maharashtra

New Delhi

Punjab

Tamil Nadu

Uttar Pradesh

Kuwait

Kuwait

UAE

Abu Dhabi

Dubai

Sharjah

Award

TV Campaign of the year

Consumer quality for Purity Award

Outstanding Businessmen

Multiple Retailer of the year

Highest VAT payer in the Jewellery sector

Retail Jewellers award

Malayalee Business Achivers Award

Best Businessmen Award

Participation in investment

Best Entrepreneur Award

Best Businessmen Award

Indian Bullion Award

Best Retail Jewellery of the year

Vyavasaya Ratna Award

Indian Retail Award

ET Emerging Retailer of the Year Award

Emerging Kerala award for the most influential brand of

the year

Specification

Retail Jeweller India

Kerala State Consumer Association

India Jaycees

Swarovski Gems

Government of Kerala

Best TV Campaign of the year

Business Excellence

Trichur Chamber of Commerce

Indian Merchants Chamber, Outlook - Bombay Stock

Exchange

Trichur Chamber of Commerce

Investors Club

Instituted by Bombay Bullion

Reporter Business Reliability

Kerala Samajan Erode

Retail Franchise India

DC Books and DC Media

Year

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2014

2014

2015

Tanishq
Tanishq, India's largest, most trusted and fastest growing jewellery brand, offers traditional as
well as trendy designs in gold, diamond and platinum. With retail sales of over Rs. 10000
crores last financial year, Tanishq has delivered value to its customers and shareholders.
Backed by in-depth research in the jewellery space, the production and sourcing units of

Tanishq create exquisite designs with faultless finish. Located at Hosur (Tamil Nadu) the
1,35,000 sq. ft. manufacturing unit is equipped with the latest and most up-to-date technology
and tools. The unit also complies with the labour and environmental standards. There are two
units in Dehradun and Pantnagar (Uttarakhand) in India.
Stringent quality standards ensure that every product at Tanishq is crafted to perfection with
unmatched finish. With innovations like the Karatmeter the only non-destructive means to
check the purity of gold. Tanishq introduced technology backed challenge in the category
completely governed by individual trust. The brand propagates ethical practices and provides
the customer a certification of purity of material and reselling policies. Following the line of
ethical practice further, adequate policies are in place for the artisans who create the
jewellery.
Tanishq has a Golden Harvest savings scheme which is a unique jewellery purchase scheme,
leading to an easy purchase of Tanishq jewellery of your choice. With this scheme you can
buy for more than what you save because Tanishq will add a special bonus at the end of the
scheme.
Tanishq introduced specialized retailing in the fragmented jewellery market of India. Today,
with over 160 opulent stores in over 80 Indian cities, Tanishq continues to rule the jewellery
space.

(In its latest campaign Titan's)

In 2011, when Tanishq roped in Amitabh Bachchan to demystify the jargon
related to buying of diamonds, it was a masterstroke grudgingly approved by
rivals and enthusiastically lapped up by rivals.
Cut to 2015.
The largest branded jewellery player has stunned everybody againthis time
without Amitabh Bachchan with its latest set of TV commercials that talks
about making charges, best exchange value and complete transparency in bills.
While consumers are surprised as Tanishq talks functionality for the first time,
rivals are pleasantly surprised. Kalyan Jewellers, for one, says Tanishq's latest
campaign is inspired by its own brand positioning.

"We were the first ones to introduce rate tags that clearly spelt out the price,
including making charges," says Ramesh Kalyanaraman, executive director,
marketing & operations, Kalyan Jewellers. "Now, another national brand has
taken inspiration from our communication and has ad campaigns that are made
along similar lines."

The Kerala-based jewellery brand, which roped in Amitabh Bachchan as its

brand ambassador in 2012, says its campaigns such as 'Fight against Impure

Gold' and 'My Gold My Right' have been focusing on the functional aspects of
jewellery buying. "We have nearly the same revenue as Tanishq with lesser
number of showrooms (see The Gold Post)," says Kalyanaraman.
Kalyan's creative agency too speaks the same language. "The other national
player (Tanishq) has also realised the value of brand campaigns embedded with
the brass tacks of jewellery purchase," says VA Shrikumar Menon, managing
director and chief creative officer of Push Integrated Communications.
Tanishq, however, rubbishes the claim. "Why would I spend my money telling
somebody else's story? We tell our story because we have a story," says Deepika
Tewari, general manager, marketing of the jewellery division of Titan. "Do you
think they (Kalyan) could have done an ad like this? Could they have?"

Lowe Lintas, the advertising agency of Tanishq, too says the advertisements
have not been inspired by any ongoing or previous commercials done by
Kalyan. Tewari says the new campaign is not purely functional and depicts yet
another facet of relationship. As a category leader, one not only cements a
relationship but also educates the customers. "And Tanishq has done it in
Tanishq style," she contends. Tewari pays back in gold by taking a dig at her
rival. "Do you know? Have you checked? Next time you buy gold... that's not
our language," she says, adding that Tanishq has never been loud and preachy in

its communications. While Tanishq may still be the undisputed leader in the
branded jewellery segment, it is feeling the heat from stronger regional brands
that have been aggressively expanding their footprints, say marketing experts.
"Tanishq is facing competition from Kalyan, which brought transparency in a
category where pricing was vague and retailer-dependent," says Ashita
Aggarwal Sharma, professor of marketing at SP Jain Institute of Management &
Research.
Tanishq has always appealed to a woman's heart, but now it's appealing to her
head. "This is a classic case of laddering down," she says. Generally brands
introduce themselves with a functional value differentiator and over time move
up the ladder to focus on emotions and values. "By laddering down, Tanishq is
reacting to market dynamics."
Agrees Lowe Lintas. With Tanishq still being perceived as an expensive brand,
the other brands are slowly but steadily eating into its share, says Rajesh
Ramaswamy, executive creative director of the agency. "We don't feature in the
consideration set of the potential customers. And our loyal customers are
starting to flirt with other brands."
Ramaswamy is candid to acknowledge that the market dynamics have changed.
With the rise of the new players, factors like quality and trust are no longer a
differentiator. So, the challenge for the agency was to build a strong case for
Tanishq, both rationally and emotionally, to address these changes.
"We need to recreate the lost aspiration for the brand and inform the consumers
how Tanishq is a better option than the competition," he says.
Tanishq's Firsts

- Started Karatmeter
- Rolled out work wear jewellery category.
- Opened a showroom about 10,000 sq.ft.
- Crowdsourced an ad campaign.
- Complied with PAN card rule.
- Built diamond category with.
- Pehla Heera (first diamond) campaign.
- Customer loyalty programme has over 3 million members.
(Revenue & Store Source: Company)
Kalyan's Firsts

- Introduced BIS certifi cation of gold jewellery.

- Rolled out detailed price tags.
- Launched neighbourhood customer service centers.
- Customer loyalty programme has over 2 million members.
- Roped in Amitabh Bachachan as brand ambassador in 2012.
Other brand ambassadors include: Aishwarya Rai Bachchan, Vikram Prabhu,
Manju Warrier, Prabhu Ganesan, Akkineni Nagarjuna.
A campaign to remember
2005: Launched campaign against impure gold in Kerala; rolled out
programmes to educate consumers about BIS Hallmarking and cheating in
quality.
2006: Rolled out campaign against impure gold in Tamil Nadu.

2007: Introduced rate tag along with educational campaign on

cheating/malpractices in pricing in gold in Kerala, Tamil Nadu and in Karnataka
(2008).
2013: Started 'My Gold My Right' campaign in Tamil Nadu, Karnataka and
Andhra Pradesh to educate about malpractices in schemes/offers/exchange
melas.
2014: Amitabh Bachchan rolls out 'My Gold My Right' programme in North
India.