Cover Page

Internship Report on

“A PROJECT REPORT ON OPENING UP OF A JEWELLERY”

Submitted in partial fulfillment of the requirements for the award of

Bachelor of Commerce
of Bengaluru North University

BY
Mr. DHARSHAN K
REG: U19GZ21C0009
UNDER THE GUIDANCE OF
ASHOK A.S
Associate Professor of Commerce
GOVERNMENT FIRST GRADE COLLEGE, K.R, PURAM

GOVERNMENT FIRST
GRADE COLLEGE
 COLLEGE CERTIFICATE
(IN THE COLLEGE LETTER HEAD)

GOVERNMENT FIRST GRADE COLLEGE,K.R,PURAM

DATE:

CERTIFICATE
This is to certify that Mr. DHARSHAN K a bearing Registered
No.U19GZ21C0009 UUCMS ID. is a student of VI SEM B COM of our
College.

He has prepared Internship report entitled “A PROJECT REPORT ON

OPENING UP OF A JEWELLERY” at SRI SAPTHAGIRI JEWELLERY,
From 01/04/2024 to 15/04/2024
towards the partial fulfilment of the requirement of Bachelor of
Commerce of Bengaluru North University.

Principal

[Seal & Signature]

STUDENT DECLARATION
I the Mr. DHARSHAN K, Reg. No. U19GZ21C0009 UUCMS ID, hereby
declare that this report entitled “A PROJECT REPORT ON OPENING UP
OF A JEWELLERY” at SRI SAPTHAGIRI JEWELLERY.
during the summer vacation between the period from
01/04/2024 to 15/04/2024 SRI SAPTHAGIRI JEWELLERY”
under the supervision and guidance of ASHOK A S, Associate
professor of Commerce, GOVT FIRST GRADE COLLEGE.

Date :
Place: Signature
 ACKNOWLEDGEMENT
The successful completion of this internship report required significant
guidance and assistance from many individuals, and I am truly grateful
for their support throughout this journey.

Firstly, I would like to express my sincere appreciation to

Mr. BUVAN SAI, Stores Head of SRI SAPTHAGIRI JEWELLERY,

SRINIVASAPURA branch for providing me with the opportunity to
internship at their esteemed organization.

I am also deeply grateful to our faculty coordinator, ASHOK A S

and our principal, Smt, PRATHIBA PARSHWANATH for their

unwavering support and for granting me the valuable opportunity to
intern, which has been instrumental in my learning and exposure to the
field of accountancy and finance.

I would like to extend my heartful thanks to my parents for their

permission and constant encouragement throughout this internship.
Additionally, I am thankful to my friends for their support whenever I
needed their assistance during this project.

Lastly, I would like to express my profound gratitude to all individuals

who directly or indirectly contributed to the completion of this report.
 TABLE OF CONTENTS

1. Executive Summary
2. Introduction
3. Description of the Organization
4. Experiential Learning
5. Internship Outcomes and
Conclusion
6. Bibliography
7. Annexures
 EXECUTIVE SUMMARY

The project report is divided into three major sections

About the jewellery industry

To grow and prosper in each and every business change should be the only
constant.

The unorganized sector leaves a huge opportunity for the branded jewelers to
explore and gain their monopoly from the start Like every other industry
even the jewellery businesses and industry demands change. There has been a
tremendous change from the traditional jewellery designs to new fashion led
mixed jewellery over the past years

People also build trust on branded jewellery these days. They find the need
to be exclusive and different especially the rich and elite class
Less of gold and more of mixed is in demand these days which also helps in
generating better profit margins to the jewelers makes it completely feasible
to open their jewellery businesses

Our jewellery showroom

Based on the above factors that support the jewellery business we plan to
open the jewellery showroom for the classes in a area that demands for it

Financial feasibility of the project

Hence after the finding a scope to extend further business into jewellery we
also come up with the financial feasibility to support this project.
 CHAPTER-I

Introduction

COMPANY OVERVIEW ABOUT THE COMPANY

Sri sapthagiri jewellary it is commonly deals in gold and silver materials

commodities Having an upper hand in trading gold as compared to its agri
commodities trading with a ratio of 65:35 it further views on expanding its
hands into the retail segment for selling gold

Sri sapthagiri jewellary showing a progressive growth from having started

with a loss of 23 lakh in the FY13, sapthagiri jewellary had improved to a
profit of 12 lakh in FY14 to a whooping 35 lakh in FY15, making sure it has
established a positive image for funding of its future plans

PROJECT PLAN OF THE COMPANY

A thorough and detailed research of the complete gold and diamond industry
for checking its feasibility and making “sri sapthagiri jewellary” operational in
the retail segment of the market

OBJECTIVE OF THE COMPANY

 Primary research - Feasibility study of opening up a jewellery

showroom by performing market operations
 Secondary research – obtaining knowledge and information from
published data by the market players and using them wisely as a
helping hand in our business
 Having done a complete search of the opportunities in the market
favouring our store design
 Developing a marketing plan for making “sri sapthagiri jewellary ” come
from reel to real
 To carry out a financial feasibility plan for having a view on our
profitability concerns

INDUSTRY ANALYSIS
CURRENT SCENARIO
The jewellery industry seems very confident for a glittering future.
Annual sales 3 crore are expected to grow comfortably at 5-6% every
year reaching almost upto 5 crore by the year 2023
The taste and preference of people all over the world have evolved and
if the jewellery businesses have to survive the fierce competition they
need to be very innovative .
Another interesting trend in the jewellery industry is the growth of
branded jewellery,though it accounts for a very small percentage.

The following chart shows the growth trends and the upcoming future
of branded jewellery
 The graph shows that estimated growth by the year 2024 the branded
jewellery will capture a market of 30-40% of the jewellery industry.
Industry expert when interviewed had an optimistic view of it and they
think that branded jewellery will cover more market than unbranded

There are three types of consumers driving the growth of branded jewelry:

 “new money” consumers who wear branded jewelry to show off their
newly acquired wealth (in contrast to “old money” consumers, who
prefer heirlooms or estate jewelry)
 emerging-market consumers, for whom established brands inspire trust
and the sense of an upgraded lifestyle—a purchasing factor quoted by
80 percent of our interviewees
 young consumers who turn to brands as a means of self-expression and
self-realization People have now started trusting the new brands on
account of their trust associated with the parent company so it is very
important to make them feel the safety they desire to while purchasing
jewellery
  The next thing for the jewellery industry that makes them work is their
channel of operation.
 Different channels have faced various phases of growth, downfall and
stagnation
The arrow diagram below shows the future trend that possibly can take
place

JEWELLERY TRENDS 

CHANNEL MONO-BRAND MULTI BRAND DEPARTMENTAL

ONLINE OTHERS OF OPERATION

 Mono-brand stores have killed the market and are still growing in the
upward trend. this is because people are having faith in the brand name
For example Swarovski had only 2 stores in the year 1990 but by now
there are approximately 1000 stores all over the globe.
  Multi brand stores and departmental stores are on a stagnation mode
and might even decline in the nearing time People often visit to see
some brand but end up buying some other which they might later
realize its not meeting up with their expectations.
 Online jewellery store at present make only a sale of 4-5% of the entire
jewellery sales but are expected to grow till only 10% by the year 2020
further which even they might become stagnant
 The only probable reason why people chose brick and mortar stores
over others is due to the sensory satisfaction they get while purchasing
jewellery worth lacs and also drive away with their fear of being
cheated

MARKET ANALYSIS

Analyzing the indian market for our brand

 The gems and jewellery sector is a leading contribution to the growth of
indian economy of about 6-7% of our gdp
 It had a market size of rs 251000 crores and has the potential to double up or
more in the coming 5 years to approximately 500000-530000 crores
 The growth in this industry is based on healthy business environment and
support of the government relating to this sector
 India is a global hub for dealing in diamonds due to its cheap but high
skilled labour as well as low costs
 India is the worlds largest cutting and polishing center moreover it exports to
almost 95% of the worlds diamonds as per gems and jewellery export
promotion council(GJEPC)
  It is also helping in contributing to foreign exchange earnings and was able
to provide US$ 34747million
 The gold consumption jumped up by 8% to 662tonnes as compared to 2013
the year which saw a record breaking accumulation of gold overall
Hence at present india market as suggested is the most suitable for
dealing in gold and diamond jewellery.

 WHY DO WE MAKE A JEWELLERY SHOWROOM

Only 20-25% of the Indian jewellery sector is organized. There is a huge

opportunity to be explored in the early stages of this sector.

The family oriented businesses in jewellery are unorganized and still rule the
market but even they feel the need to change with the current trends Mixed
jewellery that is jewellery made of gold and diamond offer more profitability
than only gold jewellery as diamonds have the capacity to generate almost
100% profits They latest trend that carries on in the market is designer led
fashion jewellery. There also has been a shift from investment related
mentality to fashion fads.
 CHAPTER II

Description of the Organization

BRAND NAME

After having gone through a list of names that made sense to the world of gold
and diamond jewellery, sri sapthagiri jewellary - by edelweiss having the
tagline “pride of the shine” was strategically chosen as a perfect match

while giving a brand name to the business a lot of factors are taken to
consideration for making it well-versed with the prospect customers as well
as everyone, such as

 Meaning of the name

 Does the name have any conflict with the sentiments of the culture
prevailing in the nation
 Easy to remember and pronounce
 Different market players having similar names to confuse the customers
 Acronyms- making a big long name and then making it known to market
by use of a short form or acronym

After thinking about these factors at every step before naming the b-plan, sri
sapthagiri was selected

 Meaning of sapthagiri – shine of the diamond

 No conflicts with the sentiments of Indians
 Along with being a unique and classy name it is easy to pronounce
  Not used by any other businesses
 It has to be pronounced with its original name cant be used in any
shortform

OBJECTIVE

1. To find out the sources for obtaining our operational requirements ie

gold and diamond
2. Making people aware of the new brand coming on the same virtue of
trust they have in edelweiss
3. Being a unique store and first of its type for the upper-middle and
upper sections of the society
4. Using the latest and rarest designs for maintaining exclusivity
5. Maintain a strong position in the segment of retail jewellery
6. To face competition at every level and overcome it from the fellow
competitors

MISSION

Aim to open a space and become a leader by offering quality products,

customer service and innovation to the cutomers in the segment of retail
jewellery business in srinivasapura.

VISION

Changing from a single shop retailer to multi-chain shops all across India
START UP SUMMARY

LEGAL PROCEDURES

Edelweiss being a huge brand name in the market needs to take care of each
and every minute detail that don’t interrupt the smooth functioning of its
various businesses

In case of opening a retail jewellery showroom it will require certain legal

documentations for making it operational:

1) Incorporation of the company

a) Memorandum of association
b) Articles of association
c) The agreement if any which the company proposes to enter with any
individual for appointment as its managing or whole time director or
manager
d) A copy of letter of the registrar of companies intimating the availability
of proper time
e) Documents evidencing payment of prescribed registration and filling fee
f) Documents evidencing the directorship and situation of registered office
inform 32 and form 18 respectively and declaration of compliance with
the requiements of the companies act for giving consent to act as
director
POLICY FOR LICENSING OF THE JEWELER
GRANT OF LICENSE

a) Every jewellery retailer has to obtain license from the bureau of indian
standards (bis) for selling hallmarked jewellery
b) The license will contain the name and address of the jeweler
c) A licence will be granted for sale of Hallmarked gold jewellery/artefact
conforming to IS 1417 from an outlet.
d) Similarly, another licence will be granted for sale of Hallmarked silver
jewellery/artefact conforming to IS 2112 from the same outlet.
e) The validity of a licence shall be of three years.

JURISDICTION

a) The licence will be issued by Branch Office of BIS having jurisdiction

of the area where the jeweller is located.
 b) A jeweller organization having at least five retail outlets anywhere in
India may either apply for separate license for each of its outlets or opt
for Corporate License covering all outlets.

The conditions for Corporate License will be as follows:

i. The Head Office of the jeweller organization shall apply to the nearest
Branch Office (BO) of BIS for grant of Corporate Licence along with a
list of retail outlets to be covered in the licence with supporting
documents. The BO shall grant licence if all outlets are falling under its
jurisdiction.
ii. If these outlets are falling beyond the jurisdiction of the BO as at (i)
above, may be covering several BOs, the application shall be forwarded
by the BO to DDGR in the Region for grant of licence. This shall be
irrespective of the locations of the sales outlets. The licence will be
maintained by the BO as at (i) above. BOs having jurisdiction over such
licensed retail outlets shall be informed about grant of the Corporate
Licence in order to facilitate market surveillances.
iii. Inclusion of additional outlets will be done in the same manner as
above.
iv. Every retail outlet, which has been covered under a Corporate Licence,
shall be issued an independent licence document mentioning the
address.

c.) The existing multi-chain licences shall be converted to Corporate Licences,

if the organization so desires. Otherwise, individual licence shall be issued for
each retail outlet covered under the multi-chain licence. This action shall be
taken at the time of next renewal of the License. The Corporate Licensees shall
also be given/converted to this methodology at the earliest and certainly at
the time of next renewal.

FEES & HALLMARKING CHARGES

a) The application cum processing fee for grant of fresh licence or its
renewal shall be Rs. 2 000 per outlet.
The fees for grant of a license or its renewal for a period of three years
shall be as given in Tables 1 and 2 below in case of a Single License and
for a Corporate License. A single licensee shall also have the option to
pay the fees on an annual basis as per the rates indicated in the Table 1
below
STORE DESIGN

 Positioning of our brand

we want to position our selves as a high level brand for the classes and not the
masses for this we need to offer our customers with the latest trending
jewellery designs and one of its kind the place of operation is also selected
based on our positioning also our complete marketing strategy will be based
on serving ourselves as high level brand

 LOCATION

The location chosen for offering the best to the upper middle and upper
class people is the so called M G Road, srinivasapura.
 The reasons for chosing this particular location is after taking into
consideration the field visit and market research made by our
team
1) Type of market
2) Footfall in that location

Our team has collected the number of footfall in the area on

everyday of the week shown as under

SR NO DAY OF WEEK STORE NAME FOOTFALL

 1 Monday swarna 25 families
2 Tuesday kalyan 28 families
3 Wednesday om jewelers 30 families
4 Thursday dhanraj 23 families
5 Friday sri sai 45 families
6 Saturday joyallukas 38 families
7 Sunday sri shakthi 41 families

3) The standard of living of people and their purchasing power

present in that area
4) Competition that can be faced
5) Future growth expectations in the location
After examining these factors carefully “M G road” was chosen as the
best place to carry out our operations

1) START UP COSTS

To start our business the following cost heads are taken that are funded by the
debt of rs6500000 we have raised for the first year

These are as follows

 Property cost - the property we have bought on lease is being quoted at

rs500 per sq ft for a 5500 sq ft area shop along with an additional deposit
to be paid in the first year of rs12100000
 Interior designing cost- after consulting interior designers for well
furnished and latest interiors required for a jewellery showroom the
price being quoted is 27500000
 The insurance premium to be paid for securing our gold and diamond
stock is worth rs 1382253

CHAPTER III

Experiential Learning
MARKET SEGMENTATION

For purchasing gold and diamond jewellery the market has been
segmented on various attributes that help us chose our target
customers and market
 Segmentation on basis of income
a) Upper segment of the society
b) Upper middle level segment of the society
c) Lower middle level segment of the society
 Segmentation on basis of people preferring
a) Branded jewellery
b) Unbranded jewellery
 Segmentation of products
a) Gold
b) Diamond
c) Mix(gold+diamond)
 Segmentation of location on basis of taste and preference
a) Traditional style of jewellery
b) New designer jewellery
c) Exclusive jewellery
 BUYING PATTERNS
 Gold bullion as an investment
 Jewellery for day to day use
 Wedding jewellery
 Jewellery as gift
 Exclusive showcases

TARGET MARKET STRATEGY

Out of the made segments the target market is selected as follows

 The target market selected on basis of income are the upper segment
and the upper middle level segment of the society
The reason for targeting them is to maintain our name in the
high end jewellery segment and offer exclusive jewellery
 On basis of peoples preference we offer our own branded jewellery as
people have started building trust in branded jewellery as mentioned
above
 We target to sell all the segments of the product ie offering all the three
Gold
Diamonds
Mixed products
 On basis of taste and preferences of people and to make our name in the
elite jewelers we give new designer jewellery and exclusive designs only
affordable for the upper middle class and the super rich
 The customers in todays world have a varied view about how to buy gold
for different purposes
The buying pattern reflected included
a) Gold purchased as an investment
b) Casual jewellery people use for daily purposes
c) In india wedding is a season where people like to celebrate
with jewellery.
So we target bridal wear jewellery as well
d) It is every womens dream come true to be gifted diamonds and
expensive jewellery
e) All the elite families like to be unique by showcasing that one rare
thing which no one has

STRATEGY AND IMPLEMENTATION SUMMARY

 COMPETITIVE EDGE
Competitive edge will be achieved in sri sapthagiri jewellary through
different mediums such as
a) Store operations and human resources

The personnel appointed will be highly representable,

properly trained, specialized in the jewellery market to add to
the aura of our grand flagship showroom

b) Merchandising the latest designs

 Latest and the most uncommon designs from world renowned and
famous designers will give us the edge over others

Customized as well as demand driven designs will be presented to

our customers

c) Marketing plan
The marketing plan is developed in such a way that people are
aware of our brand through all the mediums without leaving any
scope

NEWSPAPER ADVERTISING
Through full front page adverting in leading newspapers such as

 Times of india
 Samyuktha Karnataka
 Vijaya karnataka
It is one of the major source of advertising as no ones morning gets completed
without newspapers. Majority of the population can be made aware of our
brand through it

The cost break up for the advertisements is as follows

Store opening full page advertisement, front page

Reach
(daily) Cost
Times of (at Rs 5000 per square cm for
India 810365 8580000 33*52)
Samyuktha
kar 601000 3432000 (at Rs 2000 per square cm)
Vijaya kar 715208 1350000 (at Rs 1800 per square cm)
 13,362,00
Total 0

The month of October that’s brings indias one of the most auspicious festival
of Diwali is a target time where more advertisements need to be done as most
of the people in india buy jewellery in Diwali considering it to be a good time
for buying gold

The wedding seasons in January and april is again a prime time to showcase
our new collection which also needs to be told to the people residing in india
through the newspapers

RADIO STATIONS

Srinivasapura is jampacked nowadays due to heavy utilization of vehicles by

individuals But this commotion gives a scope of advertisement for new
comings in the market through radio stations as most people are stuck in
traffic and find it a good way to hear songs,advertisments some news and
updates for a little span of time, but also an effective medium

Latest radio stations such as radio mirchi,big 92.7 fm,redfmetchave given us

the following quotation

1 radio mirchi Rs 1200 per 10 secs

 98.3
( 15 secs, 10 spots a day
30 days)
Negotiabl
Total 540000 e

2 Big 92.7 fm Rs 1000 per 10 secs

10 secs , 10 spots, 30
days
Negotiabl
Total 300000 e

3 93.5 red fm
10 secs , 10 spots, 30 Negotiabl
days 700000 e

Total cost of 150000

radio 0

Advertising during the first month and the months of october,

januaury and April

Cost of radio
6,000,000 advertising

ONLINE MEDIA MARKETING

The most commonly used form of advertising these days. From small to big
everyone now a days use online. Online media marketing is very trending
effective as well as helps to bring in a lot of people to our brand Even if online

methods are used it can be done through certain ways

Internet Advertising per

 month
Search engine
optimization 25000 300000
pay per click 20000 240000
Social media
advertising 20000 240000

Total 780,000
PRODUCTS

Sapthagiri will offer a varied and unique collection of jewellery in gold as

well as diamond.

The gold jewellery stock is maintained keeping in mind their weights and
karats.

A varied collection of 2860 designs will be offered comprising of different

ornaments as shown in the table below,

21,21.5,22,24 karat gold will be available in our showroom

Approximately 54 kgs of gold be kept in the store for being sold and
replenishment will be done according to the demand and new patterns
available in the market over the year

The pricing strategy adopted is day to day pricing but for an estimation a
margin of 15% is charged for preparing our financials

The following table shows the product count according to their weights

Jewellery 1-5 5-10 10- 15- 20- 30- 40- 50- 75 TOTAL
15 20 30 40 50 75 AND
 ABOVE
EARINGS 100 100 80 60 50 20 10 420
RINGS 80 80 60 60 30 20 10 340
CHAINS 50 50 50 50 40 30 20 20 20 330
NECKLACES 40 40 50 50 50 40 30 20 320
MANGALSUTRAS 25 25 25 25 10 10 120
PENDANTS 200 100 100 20 20 440
BRACELETS 50 50 40 40 30 20 10 240
BANGLES 30 40 40 40 40 30 30 250
MANGTIKKAS 15 15 30
NOSEPINS 25 25 50
GOLD COINS 20 20 40
PENDANT SETS 30 50 20 20 30 20 170
DESIGNER SETS 30 25 25 20 10 110
TOTAL 490 565 495 395 340 255 180 100 40 2860

The prices of gold as per karat as on 05 April,2024 are as follows

a) 24kt- rs26482/10gms
b) 22kt- rs24275.17/10gms

According to these prices the overall costing of our gold stock totals to
rs128735400 approximately and selling the stock worth the above
value at approximately 131,729,191.92 will help us give a profit of
approximately 15%.
 CHAPTER IV

Internship Outcomes and Conclusion

MANAGEMENT SUMMARY
The management team for running the jewellery business will have wide
expertise and broad knowledge of the jewellery market, the current practices
in the industry and the intricacies of the segment. If these activities are
planned well, it will help the business realize its goals in a potent and efficient
manner. As the business grows, there will be need of additional consultants
and market experts who will be able to guide the store on the right path.

The primary task of the management team will be to stay in terms with the on
going market practices, the shifting trends in the markets, the shift in
consumer ideology and to analyze the competitor behaviour. They will have to
make sure that the store does not go awry from its pre-decided goals and that
it keeps registering continuous growth.
The team will also function as an intermediary between the store and its
public. Hence, it will fall to the efficiency of the management team that the
customers are satisfied with the products and services offered, the creditors
are confident of the business being well off, the employees are happy with the
working conditions and the store doesn’t indulge in any malpractices.

STORE HIERARCHY
Sapthagiri jewellary will follow a vertical organisational pattern and at
the helm will be the store manager who will be in charge of the daily
operations of the store. Moreover, the store manager will make sure
that the employees under him are working efficiently and that if any
dispute or conflict arises, he will make sure that a solution is reached in
the best interest of the business. The store manager will be assisted by 2
floor managers who will be overlook the functions of the two floors of
the store One floor manager will be at the helm of the GOLD section and
the other one of the DIAMOND section.
 Store Manager

Securiy men and Floor manager

Floor manager (Gold)
Helpers (Diamond)

2 Sales Personnel 2Sales Personnel

+ 1 Cashiers + 1 Cashiers

TRAINING AND DEVELOPMENT

Sales Personnel are the patrons of the store, they are the first point of contact
for the customers and are the ones whose interaction with the customers can
either give the store a loyal customer force or pull the sales down. Hence, it is
vital that the sales personnel along with the managers and other staff are
always on their best behaviour and make sure that the customers always
leave satisfied. The expenses incurred on training and development will help
the employees sharpen their skills which would mean that the whole work
force is reliable and the store won’t have to be over dependent on only a few
employees.
A properly trained employee becomes more informed about procedures for
various tasks. The worker confidence is also boosted by training and
development. This confidence comes from the fact that the employee is fully
aware of his/her roles and responsibilities. It helps the worker carry out the
duties in better way and even find new ideas to incorporate in the daily
execution of duty.

Training and development makes the employee also feel satisfied with the
role they play in the company or organization. This is driven by the great
ability they gain to execute their duties. They feel they belong to the company
or the organization that they work for and the only way to reward it is giving
the best services they can.

Employees gain standard methods to use in their tasks. They are also able to
maintain uniformity in the output they give. This results with a company that
gives satisfying services or goods.

Hence, the expenses incurred in training and development of the sales force
can only yield returns for the store in the short and long run. It will
particularly enhance the customer experience and propel the name of the
brand forward. It is necessary that the employees stay in tune with all the
current market practices and the amount of training and development will be
ushered in from the Reserves that the store has and after a few years, from the
Revenue the store makes.

REMUNERATION
The detailed annual personnel plan is included in the appendix. The annual
personnel estimates are included here. We believe this plan is an acceptable
compromise between fairness and expedience, and meets the commitments of
our mission statement. We intend to be an easily recognized and trusted
brand and we know that the workforce has to be remunerated fairly for them
to enhance the experience of our customers. We want the company to stay
lean and flexible so that we can respond to a client's needs quickly. However
as we expand and increase in size (increase in the number of footfall and
sales) we expect to increase our personnel.

We intend to compensate our personnel well, so as to retain their invaluable

expertise and to ensure job satisfaction and enrichment through delegation of
authority. In-house training shall be continuous with regular external training
being undertaken particularly following any new developments in the market.
This is to ensure that we are continuously able to anticipate our customers’
needs.

SALES
Jewellery is viewed with a lot of fervour in India and hence the sale of gold
and diamond jewellery is not just related to a pure business transaction. The
project required indentifying potential areas in sapthagiri where the sale of
jewellery has a strong prospect with customers accepting a new brand as well
as getting acclimatised to how jewellery is sold in the city and what are the
different target markets. To get an estimation of the sales figure at our
selected location that is M G road, we undertook a study of sales figure of
influential stand alone stores in the area. With the sales figures based on that ,
we derived our sales amount of first year. In lieu of the sales made by the
above mentioned influential jewellers, we determined our sales to roughly
around 25% of that made by these jewellers.

Year Sales Gold

1 Rs. 184,500,000 Rs. 129,150,000
2 Rs. 230,625,000 Rs. 161,437,500
IMPORTANT ASSUMPTIONS
 The sales figure is derived after considering the annual reports of
standalone stores in the proposed area of store operations
 First year sales are kept at 25% of the 2014 annual sales recorded by
sai’s.
 The sales is expected to grow at an annual rate of 25% (year on year
basis)
 Of the total sales, 70% will be gold and 30% diamond jewellery will be
sold for the first five years. The figure for diamond jewellery will
increase to 35% after the 5th year and proportionately, the gold
jewellery sales will reduce to 65%.
  The margin on pure gold jewellery is 10% for the first five years and
thereafter it will increase by a further 5%.

The margin on diamond jewellery is kept at 35% for the first five years and it
will increase to 40% from the 6th year of operations.

Rs. 200

Rs. 180

Rs. 160

Rs. 140

Rs. 120
Sales
Rs. 100
Gold sales
Rs. 80 Diamond Sales

Rs. 60

Rs. 40

Rs. 20

Rs. 0
1 2 3 4 5 6 7 8 9 10 11

CONCLUSION

 The focus of this project is to sell branded designer jewellery to the

upper class and the upper middle class of Mumbai’s highly influential
population. The segmentation of this project is highly based on the fact
that target market for ‘sri sapthagiri ’ is the elite class of srinivasapura
 As mentioned above, there is a huge scope for the business to flourish
under the organized jewellery sector. The jewellery industry has out
 high impetus on the performance of the organized sector, to break away
from the trend of family oriented businesses dominating the sector.
 The jewellery business is highly profitable as in India, gold jewellery is
viewed with a lot of sentiment and fervour. It is not just an investment
buy but, people attach their self respect and pride with jewelleries.
Indian culture promotes the purchase of jewellery through various
occasions and the jewellers have been cashing in on this prospect since
a long time ago. The margin on jewellery is really high and the segment
heavily relies on trust a customer has with the seller.
 With government initiatives like BIS Hallmark etc, the people are
waking up to the fact that the jewellery that they purchase has to be of
the best certified quality. Consumers are recognising the fact that
branded jewellery is more reliable when it comes to quality.
 Various equity investors have begun investing not only in bullion but
also in gold and diamond jewellery, which highlights that the investor
sentiments regarding the jewellery sector is positive and they expect
the sector to churn money.

Bibliography

National Institutes of Health. Management of hepatitis C and infectious

disease. NIH Consensus Conference Statement 105. Section 5, paragraph 2;
March 24-26, 2023

 www.Google.com
 www.Justdail.com
 The result of the survey clearly indicated that majority of the
participants believe that oral jewellery can certainly pose various oral
health issues. Nevertheless it is difficult to get the consent from parents
of under-aged patients. A decent proposal to deal with this issue could
be a written consent form signed by the parents before their ward
undergo such treatment. Different variants of intra-oral jewellery
include twinkles, grills, veneer jewels, rings, loops, studs, dazzlers etc.

Annexures

1. Are you aware of sri sapthagiri jewellery ?

2.Is sapthagiri jewellery a fashion statement ?

3.Is sapthagiri jewellery a status quotient ?

4.Does oral jewellery hamper oral hygiene maintenance?(Y/N)