2. 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 it's 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.

3. The traditional segmentation of the Indian family jewellers or from branded stores? Are their
jewellery market would be Gold, diamond and jewellery purchases planned or mostly impulsive?
Platinum- i.e. segmentation by material. Another What are their jewellery consumption habits
typical segmentation could be wedding, fashion from the perspectives of product, price, quality,
and trinket jewellery. place and design.
The Art of Jewellery commissioned the Pune
But if you look at the jewellery market from the based market research firm Market Source
perspective of consumer buying habits, the Consultancy Services (MSCS) to find answers to
classification would fall into three clear segments: these- and related- questions. The quantitative
Everyday wear, Special occasion wear, Wedding survey was conducted in June and covered a
jewellery. Everyday wear could be jewellery worn sample of 500 plus women of various age groups
for work or at home. Special occasion wear could and income levels across 4 metros and 6 smaller
either 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 respondents
be fashion jewellery. had all bought jewellery over the preceding year.
Now this leads us to a few question: What are The finding are of significance both to existing
the primary characteristics of women consumers- jewellery retailers as well as to those who intend
both the traditional women and the modern to enter the market in the near future. In
women- in terms of their jewellery buying addition, the survey presents information and
behaviour? Why do they buy jewellery- for insights that can assist members of the jewellery
adornment, for investment or both? Do they industry both in their day to day business and for
mostly buy jewellers for themselves orfor others? planning for the future.
Do they mostly buy from the traditional

4. Methodology
How the Survey was Done
The survey involved the following: In each city. There were 55 contact with the break-up as
follows: 50 contacts comprising a mix of “Traditional” and
Desk Research: Desk research data was collected with the “Modern” women jewellery shoppers and the remaining 5
help of published materials , magazines ,Internet and from contacts were of jewellery store owners. For data collection,
relevant printed material on the subject. the field team identified and spoke with women jewellery
shoppers at home as well as with women shoppers picked at
Field Research: A suitable questionnaire was designed and random at jewellery shops(that is, random walk-ins).
the questionnaire method was adopted for field research. All
the respondents were met personally and on the basis of face For the purpose of the study, women jewellery shoppers were
to face interviews and interactions, the field data was segmented into 2 categories: Traditional and Modern.
collected. Traditional women jewellery shoppers were defined as
housewives, educated up to graduation level, failing in the age
Data Analysis & Report Writing: Data analysis was carried out group of 30 years and above. With varied monthly family
using statistical tools. Standard software’s such as SPSS and incomes and who are not decision makers in their own right so
MS- EXCEL were used for analysis. Based on the analyses data far as jewellery purchase is concerned. Modern women were
, the survey report was drafted. defined as working women, decision makers in their own right
with respect to jewellery purchased, with respect to jewellery
Sample size: The total sample size of the survey was 550 purchase, with educational levels up to graduation/post
respondents, drawn from 10 Indian cities comprising the 4 graduation and above and falling in the age group of 25-35
metros of Delhi years, including those who were newly married.
, Kolkatta, Mumbai, and Chennai plus 6 major cities of
Hyderabad, Bangalore, Cochin, Coimbatore,
Jaipur and Pune.

5. Key Findings
• With reference to overall women Jewellery shoppers, traditional women shoppers had a major share as compared to
Modern women shoppers.
• In category-wise Jewellery, plain Gold Jewellery was the most in demand.
• In terms of products, Bangles were the most popular among women shoppers followed by rings and Bracelets.
• Among significant occasions for Jewellery purchase, Diwali and Dassera together topped the list, followed by Akshaya Tritiya
and (receipt of) bonus/extra money.
• In terms of place, Traditional Jewellery shops were the most preferred place for shopping.
• There was lot of awareness regarding Hallmarked Jewellery.
• KDM Jewellery awareness was the most among the high age group women shoppers.
• In case of media influence. It was observed that television was the most sought medium for consumers to get attracted
towards different Jewellery brands.
• From the finding it was clear that the overall average of planned purchases was more as compared to impulsive purchase.
• The women shoppers considered,' Design on offer’ having more influence on their Jewellery purchase, followed by ‘ Trust
and familiarity’ and then ‘Price’.
• Even today. Most of the women Jewellery shoppers consider Jewellery as an investment option than a mere adornment.
• Interestingly family had the most influence on the Jewellery purchase of women shoppers and, within the family; the
influence of husbands was comparatively more then that of mothers.
• It was observed that if women shoppers are provided with better designs and quality, they are willing to pay more.
• Most of the women Jewellery shoppers were not willing to sell their old Jewellery but wished to retain it and opt for new
purchases.
• Among the branded players, Tanishq, was found to be the most trusted brand followed by Nakshatra.

6. Readymade Jewellery preferred over Customized Jewellery
Readymade Jewellery

7. Jewellery mostly bought for family members
When it comes to purchase of jewellery,70% jewellery is
purchased for family members . since buying gold or gold
jewellery in india is a family affair, many a time the lady of the
house along with kids, grandparents and siblings go to the store
as a group to buy jewellery.10% jewellery is bought for use as gifts
and 20% for ownself . If we see the cross reference with Modern
and Traditional women shoppers,60% Modern women shoppers
and 75% Traditional women shoppers buy jewellery for
themselves and family members.
Purchase Modern Traditional Grand Total
Mostly for use as gifts 12% 9% 10%
Only for yourself 28% 16% 20%
Mostly for yourself & family members 60% 75% 70%
Grand Total 100% 100% 100%

8. Modern women shoppers happen to be young
It was observed that among the overall women
jewellery shoppers interviewed,16% Modern
jewellery shoppers fall in the age group of less
than 25 years and 62% fall in the age group 25 to
30 years and in the case of Traditional jewellery
shoppers,93% fall in the age group 30 to 40 years.
Age Modern Traditional
1-Less than 25 years 16% 0%
25 to 30 years 62% 4%
30 to 40 years 22% 93%
40 to 50 years 0% 3%
Grand Total 100% 100%

9. Occupational break-up women jewellery shoppers

10. Ornaments- Most likely to buy

11. Monthly income level of women jewellery shoppers
Monthly income Modern Traditional
Rs.5000-10000 34% 22%
Rs.10000-20000 38% 33%
Rs.20000-50000 25% 37%
Above Rs. 50000 3% 8%
Grand Total 100% 100%
From the overall Modern women jewellery shoppers, 34% shoppers had monthly income between Rs.5000-
10000, 38% shoppers had monthly income between Rs.10000-20000 and 25% shoppers had monthly income
between Rs.20000-50000, on the other hand, jewellery shopping is on the rise in the case of Traditional
women having monthly income Rs.20000-50000- their share was 37%- followed by women with monthly
income of Rs. 10000-20000(33%) and those with monthly income of Rs.5000-10000(22%).
From the city-wise table below, it can be seen that consumer habits of women jewellery shoppers of
different income levels vary from city to city. As seen, Delhi has 93% shoppers with monthly income
between Rs20000 and Rs.50000. similarly, 62% shoppers from Cochin have monthly income between
Rs.5000 and 10000
Monthly income Bangalore Chennai Cochin Coimbatore Delhi Hyderabad Jaipur Kolkatta Mumbai Pune
Rs.5000 -10000 31% 20% 62% 49% 0% 24% 0% 44% 4% 27%
Rs.10000-20000 33% 54% 22% 35% 4% 60% 18% 38% 22% 43%
Rs.20000-50000 30% 22% 13% 15% 93% 16% 47% 4% 60% 17%
Above Rs.50000 6% 4% 3% 1% 3% 0% 355 14% 14% 13%
Grand Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%

12. Jewellery Category
Plain Gold Jewellery
Gold Jewellery studded with diamonds
Gold Jewellery studded with colour gemstones
Platinum Jewellery studded with Diamond
Platinum Jewellery
Fashion Jewellery
Pearl Jewellery
Silver Jewellery
Synthetic Diamond jewellery

13. Jewellery category-wise purchase

14. City-wise Jewellery Trends
Product Bangalore Chennai Cochin Coimbator Delhi Hyderabad Jaipur Kolkatta Mumbai Pune Grand
Total
Fashion Jewellery 0% 0% 4% 4% 0% 0% 2% 0% 0% 4% 1%
Gold Jewellery studded 13% 0% 7% 5% 7% 0% 15% 2% 38% 2% 9%
with colour gemstones
Gold Jewellery studded 45% 2% 5% 7% 4% 0% 65% 9% 22% 15% 13%
with diamonds
Plain Gold jewellery 71% 95% 56% 55% 87% 98% 11% 89% 36% 71% 67%
Pearl Jewellery 0% 0% 4% 0% 0% 2% 2% 0% 0% 2% 1%
Platinum Jewellery 5% 3% 9% 9% 2% 0% 5% 0% 2% 2% 4%
Platinum Jewellery 5% 0% 15% 16% 0% 0% 0% 0% 2% 2% 4%
studded with diamonds
Silver Jewellery 2% 0% 0% 2% 0% 0% 0% 0% 0% 2% 1%
Synthetic Diamond 0% 0% 0% 2% 0% 0% 0% 0% 0% 0% 0%
Jewellery
Grand Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
While Plain Gold jewellery is a popular category among all cities, other types of jewellery show a different trend. Gold jewellery studded with
gemstones is preferred by 13% in Bangalore, 15% in Jaipur and 38% in Mumbai, gold jewellery studded with diamonds is preferred by 65% in Jaipur ,
22% Mumbai and 15% in Pune

15. Media Habits

16. Significant Occasions

17. Place of purchase
In terms of place, consumers have the habit of visiting
traditional jewellery Shops, frequently on festive and
weekly holidays. The graph clearly shows that almost 76%
Jewellery shoppers visit traditional jewellery outlets whereas
17% visit branded jewellery outlets.
On Interacting with jewellery shoppers, we got to understand
that there are usually large sales promotions around these holiday seasons.
Consumer are interested In buying jewellery products in traditional shops
due to wider range in terms variety , choice of designs, reasonable price,
assured trusted and familiarity and guaranteed quality.
From the overall place of purchase, traditional jewellery shops and branded
jewellery shops are the most likely preference for purchase of jewellery. From
the table below, it can be seen that branded jewellery shops are popular in
Bangalore, Pune, Cochin, Coimbatore and Jaipur.
Place of purchase Bangalore Chennai Cochin Coimbatore Delhi Hyderabad Jaipur Kolkatta Mumbai Pune
Branded jewellery 18% 13% 29% 36% 0% 13% 25% 5% 5% 25%
outlets
Diamond merchants 2% 0% 5% 9% 0% 0% 0% 0% 0% 0%
Individual goldsmiths 0% 0% 4% 2% 0% 0% 7% 0% 0% 4%
Real jewellery 0% 0% 7% 13% 0% 0% 0% 0% 0% 2%
exhibitions
Shopping malls 2% 0% 4% 7% 0% 0% 0% 0% 7% 4%
Traditinal jewellery 78% 87% 51% 33% 100% 87% 68% 95% 88% 65%
outlets
Grand Total 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%

18. Hallmarked jewellery awareness
Preference to Buy

19. Purchase frequency

20. KDM jewellery awareness
67%

21. % Jewellery Purchase- Impulsive or planned

22. Influences on choice of jewellery store

23. Perception of jewellery- As investment, as adornment or both

24. Family influence on purchase

25. Willing to pay more for better design and quality

26. Sale or Exchange of Old jewellery with New jewellery

27. High gold price influence on purchase decision
High gold price certainly affects jewellery purchase decisions
as 52% respondents agreed that it did.

28. Highly Gold prices influence on postponing purchase decision

29. Does high Gold prices in future influence purchase decision?

30. Trusted Brands
* TBZ : TribhuanDas Bhimji Zaveri

31. Awareness about Diamond Grades

32. Conclusions
The findings of the survey should be of great value to jewellery retailers. Some of
the findings should surely come as a sort of revelation. As for instance the clear
preference for plain gold jewellery across all women categories, that the most
preferred product is Bangles, that a majority of jewellery purchase are planned well in
advance, the strong level of awareness about hallmarked jewellery, the influence of
thee family- especially husbands in the case of married women- in jewellery purchase
decisions, the strong influence of television in creating awareness about jewellery
brands, the willingness of consumers to pay more if the designs on offer were right
and the jeweller(or retail store) had their trust, the pronounced preference of
readymade jewellery over customized jewellery, and most importantly, the continued
popularity of traditional, standalone jewellery stores.
The insights provided by the survey, we believe, would help jewellery marketers
and retailers in their endeavours to maximize their opportunities in the Indian
jewellery market today.

33. Ved Prakash Sharma
Centre Head
ATR Institute of Jewellery Design
Raipur-492001(C.G)
Vedic_atrijd@rediffmail.com, veda.p.sharma@gmail.com
+91-9559913754
+91-8808071891
Thank you………………