Gitanjali Group

MUMBAI: Gitanjali Group has realigned its creative agency portfolio for two of its brands and handed over Asmi brand to
Percept/H. The account moves from JWT India. Percept/H has also been assigned the creative mandate for the newly
launched Shuddhi Jewels, a joint venture between Gitanjali Group and MMTC Ltd.

Prabhakar Mundkur
Commenting on this win Prabhakar Mundkur, chief executive officer, Percept/H, said,” It feels great
to work with prestigious brands like Asmi & Shuddhi. I am confident that we will continue to deliver
communication that is striking, relevant, refreshing and effective. We are sure that we will be
playing a larger role in Gitanjali Lifestyle, as a partner beyond advertising. This win is a great asset
to the portfolio of dynamic lifestyle brands that we currently handle.“

Sharda Uniyal, general manager, Gitanjali Group, elaborated, “In regard to Asmi, we
had been looking at a fresh perspective and asked Percept/H to share some ideas.
We liked their work having a refreshing perspective from an execution point of view
which seemed clutter breaking. And hence, decided to bring Percept/H on board for
Asmi.”

She added, “Shuddhi Jewels is a joint venture between the Gitanjali Group and
MMTC Ltd. It is a 'first of its kind' chain of stores offering contemporary creations
and traditional ornaments in pure gold.”

The cumulative account size for the two brands is estimated in the range of  Rs. 14-
15 crore. The appointment was decided purely on the basis of credentials and there
was no multi-agency pitch involved.

Percept's AMO Communications also handles creative duties for ‘Gili’, another
premium brand from Gitanjali Group.

Founded as a single company cutting and polishing diamonds for the

First major diamond and jewellery house to be launched and run by modern entrepreneurs rather than
dynastic jewellers. An authorised DTC Sightholder and loyal customer – and a modern multinational
business run on innovative insights.

At the forefront of the global breakthrough in diamond jewellery design and production brought about by
India’s ability to cut diamonds considered unworkable for jewellery till then. Has the distinction of producing
the world’s smallest heart shaped diamond

(0.03 carat), and developing some 25 patented facet patterns.

Besides changing the face of manufacture, broke the mould of traditional jewellery marketing: it abandoned
jewellery trade convention by launching multiple brands for multiple markets and price segments.
Opened up distribution via superstores, department stores and other retail outlets at MRP,supported by
international certifications of scientifically tested purity and authenticity, across India and in the world’s
jewellery capitals. Even markets branded jewellery directly by mail order catalogue.

Business model now integrates all operations, from rough diamond sourcing, cutting, polishing and
distribution, and jewellery manufacture, to jewellery branding and retail, as well as global lifestyle brands, in
India and abroad.

Brought diamonds within reach of a wide consumer base. The first to offer diamond studded jewellery at
affordable prices, of standardised designs, quality and pricing across locations – progressively precision-
producing replicable designs using the latest CAD and CAM processes and equipment.

Offers jewellery in diverse styles: traditional, international classic, and casual. For consumers of all age
groups, tastes and budgets. With a growing hamper of brands, some already global, and each targeted to
specific consumer and market segments.

Having won over 50 awards from the Ministry of Commerce, India for outstanding exports of diamond and
jewellery, is today over $1000 million multinational group, and a publicly listed entity.

Operations span the globe, all the way from USA, UK, Belgium, Italy and the Middle East to Thailand, South
East Asia China, and Japan.

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 to diamond studded jewellery and other
stone-studded jewellery (precious and semi-precious), 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.

NAKSHATRA is one of India’s most reputed diamond jewellery brands, achieving an iconic status within three
years of its launch in 2000. Today, it is a leading diamond jewellery brand, patronized by women of fashion
in almost all segments of society.

Its appeal rests not only on its visible excellence of imaginative design and craftsmanship but also on the
Gitanjali Group’s innovation in the very mode of transaction.

In departing from traditional jewellery business practice, the Group began to provide certificates of
authenticity of metal and stone – thus replacing the old localized reliance on personal trust between
jewellery buyer and seller with measurable proof verifiable anywhere, appropriate for a globally mobile
universe.