Jewellery buying habits in Indian Women — Presentation Transcript
• 1. Presenting insights into the jewellery buying habits of Indian women The Indian Jewellery market is large. It’s worth over $16 billion a year. But its largely fragmented and unbranded. Large brands or organized retail account for 4 per cent of the overall market. The rest of the market is in the hands of about 3,00,000 unorganized jewellers. But according to a study by international consultancy firm McKinsey, the India branded jewellery market alone would touch the $2.5 billion mark by 2010.
• 2. The traditional segmentation of the Indian family jewellers or from branded stores? Are theirjewellery market would be Gold, diamond and jewellery purchases planned or mostly impulsive?Platinum- i.e. segmentation by material. Another What are their jewellery consumption habitstypical segmentation could be wedding, fashion from the perspectives of product, price, quality,and trinket jewellery. place and design. The Art of Jewellery commissioned the PuneBut if you look at the jewellery market from the based market research firm Market Sourceperspective of consumer buying habits, the Consultancy Services (MSCS) to find answers toclassification would fall into three clear segments: these- and related- questions. The quantitativeEveryday wear, Special occasion wear, Wedding survey was conducted in June and covered ajewellery. Everyday wear could be jewellery worn sample of 500 plus women of various age groupsfor work or at home. Special occasion wear could and income levels across 4 metros and 6 smallereither be jewellery either be the trousseau, which cities: Hyderabad, Bangalore, Cochin,is worn to the mantap or wedding hall or it could Coimbatore, Jaipur and Pune. The respondentsbe fashion jewellery. had all bought jewellery over the preceding year.Now this leads us to a few question: What are The finding