kalyan

A REVOLUTIONARY BUSINESS INNOVATION CHANGING THE FACE OF JEWELLERY TRADE IN THE SUBCONTINENT

THE BRAND

My Kalyan is the result of a business strategic decision, that helped Kalyan Jewellers reach out to its customers across tier 2 & 3 cities and towns, through a friendlier, consultatory and big brotherly approach. This model neutralised the inertia of middle class and lower income groups across the mofussil areas of our country, to interact with the larger than life brand, Kalyan.

THE BUSINESS MODEL

The key challenge for Kalyan was to engineer an ‘inclusive’ growth, taking ‘Middle India’ with them. To attain this, ‘reach’ was critical. Kalyan Jewellers was more an urban brand till then. It catered to the middle income as well as a percentage of high spenders on jewellery. Our surging economy saw a robust change for the better in terms of spending power across tier 2 and tier 3 cities that formed the extended catchment area. How do we reach out to these customers?

The solution was a business idea that marked the turning point in jewellery retail in the country. Push Integrated suggested and recommended Kalyan to start small ‘advisory’ outlets that keeps product brochures on which the customers could book their orders as well as bring to the mofussil customers, the path-breaking ‘Gold Saving Schemes’ of the brand. The nature of the shops neutralised the intimidating demeanor of a leading jewellery retail outlet. Its friendly approach made the My Kalyan outlets a big hit with customers. These outlets actually went on to become their local advisors on gold investments and marriage purchases.

Result

Kalyan launched 100 outlets in 1 day! That was the scale of the launch and their belief in this business model. Where the infrastructure investments were low, but could provide top-notch advisory services as well as book orders for that captive audience, who were never approached in the past by any other top jeweller.

In the first year of launch of My Kalyan, the business extension contributed 25% to the company’s total revenue. This has become a case study in business transformation, and is now part of the curriculum of leading business schools in the country including the IIMs.

kalyan

Creative Showcase