Type Public

Industry Jewellery, Diamonds

Founded 2000

Headquarters Mumbai, India

Key people Mr. Mehul Choksi, Chairman, Mr Adri Voorn, Director

Products Lamhe, Glitterati, Vivaaha, DER, Solitaire and Saumya

Parent Gitanjali Group

Website Nakshatra Diamonds

Parent Company Gitanjali

Category Diamonds and jeweler

Sector Lifestyle and retail

Tagline/ Slogan Divine luck; Glow Divine

USP Beautiful, elegant and timeless

STP

Segment

Patronized by all woman who adore the diamond who buys diamond for prestige, for a status symbol

and to gain satisfaction

Target Group Upper middle and upper class from the urban areas

Positioning Depicts the culture and tradition of India

SWOT Analysis

Strength

1. Most famous and desirable brand for the consumers in India2. Celebrity brand ambassadors help the brand in associating with the audience 3. Most trusted and praised due to its innovative designs4. It’s one of the exporting diamond product company5. It is one of India’s fastest growing and top of the mind jewellery brand

Weakness

1. Despite high brand presence, local and domestic competition makes it difficult to control the market share2. Global penetration is limited, which can be a huge market

Opportunity

1. Needs to strengthen its foot in the areas like US, Japan, china and Middle east2.Needs to increase its retail presence in India3.Still competition from local vendors but it can be a market leader by moving into and promoting its brand in tier III cities.

Threats

1.Fragmentation of rough diamond supply2.Valatility in the prices of Gold and diamonds3.Emergnce of new mining areas4.More demand into studded jeweler and solitaires

competitors

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