Gitanjali to Set Up Distribution Points in Southern India

Gitanjali Gems, one of the largest diamond and jewelry business groups in India, has announced plans to set up 150 to175 points of distribution for their branded products in South India.

“The market in the South is a yardstick for us to market our brands in the rest of the country," said Anuj Rakyan, Gitanjali vice president (jewelry division).

Gitanjali Gems, established in 1966, is a daughter company of DIGICO, a Diamond Trading Compnay (DTC) Sightholder. Gitanjali Gems jewelry brands include Nakshatra, Asmi, Gilli and D’damas.

The company, in common with many other Mumbai based Sightholders, is placing a greater emphasis on the local Indian market. It recently announced plans to sell consumers loose diamonds as an investment. The initiative, EzeeDiamond, will include a diamond price index.

Earlier this month, Gitanjali launched Infinity – the Indian retail sector’s first retail fund to finance and support multi-unit franchises to enhance service and consumer experience through joint ventures.

“Jewelry retail is undergoing a gradual metamorphosis from a store house of value to a fashion accessory where it is clearly seen as a beauty enhancement tool,” said Gitanjali chairman Mehul Choksi. “This need clearly emphasizes a need for an independent body that brings in best practices and assists the jewelry fraternity to adapt themselves with the changing times.”