Times Private Treaties Building Gems Of A Brand
04/01/2010

Times Private Treaties has made investments in Sindhar Gems and Jewellery, Shree Ganesh Jewellery House & Gitanjali Group in the gems and jewelley category.

Online PR News – 01-April-2010 – – Times Private Treaties has built on its successful brand building investments in the gems and jewellery category by starting off 2010 with an investment in Sindhar Gems and Jewellery, India’s largest Jewellery Education Network. Promoted by Punit Srimal, SGJPL; is India’s oldest and largest jewelry education network that specializes in jewellery designing, training, certification and industry support services.

Times Private Treaties has also invested in The Shree Ganesh Jewellery House which is a Kolkata headquartered Rs. 2300 crores 4 STAR export house company and is the largest manufacturer and exporter of hallmarked and handcrafted gold jewellery from India. The group is promoted and headed by Mr. Nilesh Parekh and Mr. Umesh Parekh and is into manufacturing of gold, diamonds and gemstone studded jewellery.

More than anything else, the world of gems and jewellery has always been tough for brands given the relationships that traditional gems and jewellery store owners have with their customers. Cracking that relationship by building brands of trust requires a fair amount of hard work with deep understanding of building brands.

A good example of how brands have been built in the space is Gitanjali Group, also Times Private Treaties Investee Company. Gitanjali Group is a large integrated diamond and
jewellery conglomerate with a broad market presence across the value chain – being fully integrated from primary diamond processing to both mass and class markets at the retail end.

Gitanjali Jewellery is one of the first ventures in the branded jewellery space. The Indian jewellery market though a US$ 200 billion industry, has always been heavily dominated
by the unorganised sector. Therefore, the challenge for Gitanjali Jewellery was not just to create awareness for their brand but also to bring a paradigm shift in the mindset
and approach of people towards branded jewellery. It required huge as well as sustained advertising-spend. This was when the company entered into a tie up with Times Private Treaties.

With the added advantage of being a media house, Times Private Treaties went beyond the usual role of an investor. Being a part of the Bennett, Coleman & Co. Ltd. meant that Times Private Treaties could offer Gitanjali the advertising strength of India’s leading media conglomerate; without affecting cash flows. As advertising campaigns kicked in across India, the industry witnessed a sea-change in consumers’ attitudes. And, Gitanjali broke free from the clutter of the unorganised jewellery sector.

Today Gitanjali has become the definitive world in luxury jewellery and has considerably pushed up demand for branded jewellery among Indians. Gitanjali’s exponential growth is
impressive. Net sales have gone from Rs. 16,212 million in 2005 to Rs. 26,453 million at present, while profits have grown from Rs. 478 million to Rs. 1,761 million in the same
period.

The category fits well with Times Private Treaties innovative model directed at building brands in commoditised markets. The sector is heavily dependent on consumer advertising
and brand recognition. Times Private treaties not only brings its expertise in brand building to play, it also enables companies to save on advertising outgoes while building market equity.