India’s largest branded jewellery exporter unveils new identity

Branded jewellery maker and exporter Gitanjali Gems has unveiled its new identity with an aim to become one of the leading global lifestyle conglomerate with jewellery as a core business. The company has the most visible jewellery brands in the domestic market today including Nakshatra, Gili, Asmi and D’damas.

“This is a part of our restructuring exercise. We are of the view that the new identity will emerge as a global brand leader in jewellery and other lifestyle products due to consumers’ high disposable income and their aspire to luxury products,” said Mehul Choksi, CMD of the company.

The company’s vision is that the brand should be seen as largest conglomerate offering an array of brands in the lifestyle and luxury segment which was missing in the current logo. The new design of the logo lends itself to Gitanjali’s expertise of craftsmanship. A stylized typography which reflects the values and personality of the brand – global, contemporary and dynamic.

Gitanjali Jewels, focusing on jewellery, will now have a striking red which is a younger looking and more vibrant tone of the original colour. Similarly, Gitanjali Lifestyle, offering watches, silverware and other lifestyle accessories, will use a shade of blue representing the mature and stylish offerings of the lifestyle business.

The new identity is more upbeat than ever while holding on to its image of being India’s premier jewellery brand. The brand has been given a new personality basis its current offering and the group’s vision – its dynamic, creative, luxurious, glamorous, yet inclusive (considering it has a wide offering with something for everyone).

The company acquired the Samuels and Rogers, a US-based jewellery retail chain in 2006-7 to set its feet in the global jewellery market. In 2010, it acquired leading Italian jewellery brands Stefan Hafner, Nouvelle Bague, Io SI, Porrati and Valente to become the world’s largest branded jewellery retailer. The same year, the company enhanced its presence in the luxury lifestyle sector across India. The company acquired Giantti, another Italian jewellery brands with global footprints especially in the rare markets for Indian players like Russia.

Currently, the company is offering widest array of Indian and international jewellery brands to all classes of consumers from mid-range to high-end. It has international retail presence in all the key global markets.

The new identity will flow across products, packaging, signage and all communication with a pan-India media campaign to be rolled out as part of the promotional strategy. (www.thebusinessstandard.com)