Sunaina Rana / EMIRATES BUSINESS
Kalyan Jewellers is one of most sought after jewellery brands in the Middle East. Starting its journey with a jewellery showroom in 1993 in India, it has enjoyed a long-standing presence in the market for over two decades. The brand has set a benchmark in quality, transparent pricing and innovation. Kalyan Jewellers made its foray into the UAE market in December 2013, with an emphatic opening of six stores in one day creating history.
TS Kalyanaraman Chairman and Managing Director of Kalyan Jewellers, told Emirates Business, “Jewellery differs in motifs and designs across different regions around the world. Our brand strategy is to focus on fulfilling distinct customer preferences and as a brand our strategy is to act local rather than having a centralised and uniform product strategy.”
Currently Kalyan Jewellers has 86 showrooms across India and West Asia including 10 showrooms in the UAE and 3 in Kuwait. Also, a unique Taj Mahal themed showroom inaugrated at the 20th edition of Global Village in Dubai.
Ever since its launch, Kalyan Jewellers has carved a niche in the region’s jewellery industry, by creating a distinct image among consumers and has developed an impressive base of over 250,000 loyal customers. With a compelling value proposition driven by its vast range of jewellery portfolio that caters to fulfill distinct jewellery requirements of the local communities, Kalyan Jewellers has established a strong connection with the gold and jewellery connoisseurs.
“Our manufacturing units in India and the GCC allow us the flexibility to bring the latest trends and designs to the market and also provide an extensive range of designs across multiple price points in keeping with the needs of the customer. We have an extensive range of designs on offer. This combined with the brand’s relentless focus on quality, innovation and transparent pricing makes brand Kalyan a compelling proposition,” added Kalyanaraman.
Leading from the front has always been Kalyan Jewellers forte. Therefore, it is the first jewellery house to have a male brand ambassador, successfully defying the conventions in jewellery marketing. The company has iconic brand ambassadors which include the megastar Amitabh Bachchan, Jaya Bachchan, Manju Warrier, Prabhu Ganesan and Akkineni Nagarjuna, who are extremely popular, especially with the South Asian community, helping the brand break the clutter in an extremely crowded market. The brand ambassadors exemplify brand Kalyan’s core proposition of ‘Trust is Everything’.
Kalyan Jewellers has an extensive repertoire of gold and diamond jewellery across all its stores and some of the popular brands include Gold collection — Mudhra, Sankalp, Eterna, Nima, Floret, Tamas, Helix, Bloom and Diamond collection — Antara, Anokhi, Amore, Hera, Rang.
Talking about the operations in the region, Kalyanaraman said, “The encouragement and support from our patrons have been unprecedented and this has prompted us to expand our operations significantly in the region. Since our launch in the GCC in 2013, we have emerged as a strong player due to our concerted merchandising and marketing efforts.”
Kalyan Jewellers, reinforcing its commitment to innovation, launched a co-branded credit card with RAKBANK that offers ‘Goldback’. It is the first and only credit card to offer gold returns in the UAE with loyalty points that can be redeemed at any of the 10 Kalyan Jewellers outlets in the UAE in the form of jewellery.
“Our revenues have grown by over 50 percent compared to the last financial year and we are extremely bullish about our growth prospects in the region. We are opening seven showrooms in Qatar before the end of this financial year (March 31, 2016) and are planning to open five new showrooms in UAE in the next financial year. However, before the first half of 2016, we will have 100 outlets in West Asia and India,” he added.
Kalyan has emerged as one of the top jewellery brands in the UAE and strengthening its commitment to the UAE market, Kalyan Jewellers has invested in a design and production facility at the Sharjah Free Zone in the UAE, with an initial capacity to handle over 150 kilograms of gold jewellery processing a month.
“We expect to maintain our leadership position in India and consolidate our distribution network in the GCC. Our plan is to enter new markets such as Qatar and expand our presence in the UAE apart from the current 10 showrooms. We are also exploring potential foray into markets like
Singapore and Malaysia in the next couple of years,” concluded