Gems and Jewellery Final Project Report
Gems and Jewellery Final Project Report
Prepared by:
Ashish Kumar Jain (11)
Guidance: Mehul Jain (12)
Mr. Deepankar De Anthony Abhishek Joseph (14)
Submitted on: 30-Sep-2007 Satish Kachhawa (15)
Gems and Jewellery have been a part of most of the cultures of the world at some point of time or other.
From its basic use as currency, it is now used as an instrument to store and display wealth. In the recent past
(last 3-4 decades), this industry has shown an impressive growth world wide. The current global market for
the sector is estimated at around $85bn USD and has shown a CAGR of 5-10% in the last decade.
On the exports front, Indian gems and jewellery industry has come a far way. In 1966-67, the export
turnover of the Gems & Jewellery industry was just Rs. 220mn representing a 3 per cent of total
merchandise exports. However, it has now grown to become one of the leading export oriented industries in
India recording an export turnover of around Rs. 770bn during 2006-07 and contributing 13.7 per cent of
total exports,
The industry is highly export-import oriented, labour intensive and employment oriented. Realising
enormous potential of the sector, the Ministry of Commerce, Government of India declared gem and
jewellery as a thrust sector for export promotion and formed Gem and Jewellery Export Promotion
Council (GJEPC) in 1966. The GJEPC is an all India apex body representing more than 6,500 gem and
jewellery traders from India. India's 300,000 traditional jewelers – commonly referred to as the unorganized
sector – dominate the country's jewellery retail landscape with a 96 per cent market-share. Keeping in mind
that only 4% of the sector is in organized hands, we have selected Su-Raj Diamonds as our company of
analysis for its growth potential in the industry and opportunities in the organized sectors.
CLASSIFICATION
COMPANY ANALYSIS
1. INTRODUCTION
'Su-Raj' is derived from contraction of two names viz. Suresh and Rajnikant, the founders of Su-Raj Group
in the early Sixties. Su-Raj Diamonds is a leading diamond manufacturer and exporter, and also a leading
player in the international fine gold jewellery market. The company offered its shares to the public in the
year 1986 and became the first company in the Industry to opt for public issue in India. The company has
two core business, Manufacturing and export of gold, silver & platinum jewellery studded with diamonds,
color stones and semi precious stones as well as plain jewellery and manufacture and export of polished
diamonds.
2. CORE BUSINESS
Manufacture and export of gold, silver & platinum jewellery studded with diamonds, color stones and semi
precious stones as well as plain jewellery. Manufacture and export of polished diamonds.
3. INFRASTRUCTURE
The Company is equipped with machinery, facilities and processors that ensure quality merchandise and
timely delivery. The Jewellery manufactured by the Company is at par with the most advanced
manufacturing centers in the world. The Company has expanded its integrated facility for the manufacture
of Diamonds and Jewellery. Company has strategically located five jewellery divisions in India at
Bangalore, Kolkata, Cochin, Goa and Chennai and two diamond divisions at Surat and Jodhpur.
4. MARKETING
The Company has extensive marketing network throughout the length and breadth of the Globe. The
Company is focusing more on markets like oil rich east middle east since it is a strategically located market
of huge potential.
The Company has world wide marketing network with associate offices at major international location viz.,
New York, Antwerp, Bangkok, Hong Kong and Tokyo. Promotional activities on a world wide scale also
5.2 GOLD/SILVER/PLATINUM
At company designs are created by a team of nearly 100 professionals and churn out more than 700 new
designs every month. Company’s artists use innovative techniques and designs to keep them updated in the
ever-changing world of jewellery design. Su-Raj employs the latest technology available in the world to
manufacture Gold Jewellery and uses advanced infrastructure for manufacturing process. The entire
company products are hallmarked. The revenue generated from the jewellery part of the company is around
56% of the total revenue of the company.
6. FINANCIAL PERFORMANCE
70
57.72
60
45.24
50
Rs. (Cr.)
37.49 37.4
40 32.41 30.87 30.69
30 21.88
20 10.97 12.11
10
0
2002 2003 2004 2005 2006
PBIDT PAT
In the last financial year net profit for the company has increased by ~22% (from Rs. 30.69 cr. in 2005-06 to
Rs. 37.4 cr. in 2006-07). Company has also observed a 19% growth in the operating margins and the EPS
has increased from Rs. 7.67 to Rs. 9.33. In the last financial year, the company has declared dividend of
SWOT ANALYSIS
STRENGTHS
1. Strong Reserves and Surplus backed by an additional Rs. 10 cr. to Foreign Exchange and metal price
fluctuation reserve.
2. 19% growth rate in operating income and 22% growth in Net Profit.
3. Strong risk management focus as part of strategy.
4. Investments in upgrading the technology and setting up new units in Kolkotta and Bangalore.
5. Manufacture handicraft jewellery along with branded jewellery to cater to diverse markets.
6. Long standing relationship with dealers in US, Antwerp, Dubai etc.
WEAKNESS
1. A smaller player in size compared to the rest of the competitors such as Rajesh Exports and Gitanjali Gems
and Jewellery, and therefore would not be able to enjoy the same benefits of returns to scale as the others.
2. No well established brand like other firms (e.g. Gili from Gitanjali Gems and Jewellery or Tanishq from
Tata).
3. At present, no tie up with the retail sector firms which could have increased the reach of the Su-Raj to the
non-accessible market.
4. Lacked infrastructure to cater to the retail customers abroad. Company sells most of its product to the
wholesalers in which case they have much of the bargaining power. Such power with the consumer puts
pressure on the margins of a firm and Su-Raj diamond does not have bargaining power here.
OPPORTUNITIES
1. Gems and Jewellery to grow by 12% (as calculated by the demand forecasting).India’s share is projected to
be around 1.5 to 2 percent of the global industry.
2. Tax regime to be structured to develop India as a global hub for gems and jewellery.
3. Increase in wealth leading to increase consumption is expected to boost demand for this sector.
4. Global Silver to Gold ratio is improved to 15:3 from 7:3 in 2000 in the world market; this is mainly because
of a younger generation’s preference for a white metal than gold.
5. Increase demand in Middle East and North American countries, forming the largest segment and offering
the highest growth in the previous financial year.
RECENT STRATEGIES
The nearest competitors of the Su-Raj Diamonds are Getanjali Gems and Jewellery and Asian star. By the
comparative analysis, following points turn up:
1. The market capital of the firm is around Rs. 220 cr. only and the revenue is in excess of Rs. 1200
cr., which is around 5.5 times. But for the most of the competitors, this ratio is less then 1, showing
that Su-Raj is able to use its capital more efficiently.
2. Like Getanjali’s Gili, Su-Raj does not have a well established brand in the market place. A brand
increases the recognition of the firm in terms of the quality of the product and services and a
consumer’s reliability on the firm increases and in such a case the firm becomes able to charge
more then the traditional price. Su-Raj diamonds does not have such an advantage.
3. Like Tanishq, Su-Raj diamonds does not have a well retail chain of its products which could be
made available to the consumer directly.
4. Like Rajesh Exports, Su-Raj does not process high quality diamonds and gold constitute a
considerable part of the exports. Consumer’s demand are not much price sensitive for the high
quality diamonds and a firm can ask for more price for a high quality product.
Objective of this report is to estimate and forecast the future demand for diamond export industry and for
Su-Raj Diamonds and analyze the growth trend. The method which has been used to estimate the demand
for diamond exports is Regression Model. For this, we have selected variables out of the factors which
influence the demand.
Various factors affecting the diamond exports are listed as below:
1 Total import of rough diamonds in India
2 Currency rate fluctuations (Rs/USD)
3 Import price of rough diamond
4 Export price of finished diamond
5 World demand
6 Availability of cheap labor
Factors chosen for the final regression analysis for demand forecast of polished diamonds are
X1 Import of rough diamonds
X2 Export price
X3 Currency rate
Y Diamond Export Estimate
Using the above available data, with the help of Microsoft excel, Regression analysis has been done and
following linear relationship has been established:
Based upon the above derived result, estimation for diamond exports for next three years has been done.
Apart from the simple regression model, sensitivity analysis has also been done to check the effect of
various variables individually. Below graph represents the estimated growth in the diamond exports for
next three years:
70,000.0
60,000.0
Export Value in Rs mn
50,000.0
40,000.0
30,000.0
20,000.0
10,000.0
0.0
2002 2003 2004 2005 2006 2007 2008 2009 2010
Year
The three estimates, used for the estimation of Indian diamond exports gives us the following figure:
Estimation 1 ~3% CAGR
Estimation 2 ~12% CAGR
Estimation 3 ~6% CAGR
Hence, based upon the above data, we can conclude that the future outlook of the Indian diamond exports
looks bright even if we take the balanced approach which gives a modest growth rate of 6% as compared to
12% growth rate with the aggressive approach.
For the estimation of the firm’s revenue, we have used extrapolation method. In the last four years, the
CAGR of revenue is around 28% for the firm while the industry is growing at a pace of 16% since last 4
years. Growth rate of the firm has outpaced the industry rate by 1.75 times. If Su-Raj diamonds is able to
continue so, its growth rate for the next three years should be around 20% (taking 12% growth for the
industry).
Following are the recommendations for Su-Raj diamonds to increase its market share in the country and
increase its exports demand:
1. Introduce a jewellery or diamond brand
2. Increase presence in the retail segment
3. Built strategic tie-up with the established firms to supply its products
4. explore new markets in Middle East
5. Invest in technology, specially for the processing of high quality and high carat diamonds
6. Apart from the old tradition Indian jewellery designs, concentrate on the modern designs as sought in
international markets
7. As there is a scarcity of the skilled labor in diamond processing industry, Su-Raj diamonds should
invest in developing skilled labor.
REGRESSION DATA
REGRESSION STATISTICS
Regression Statistics
Multiple R 0.954285047
R Square 0.910659951
Adjusted R 0.776649877
Square
Standard Error 4660.699911
Observations 6
ANOVA
df SS MS F Significance
F
Regression 3 442835397.5 147611799.2 6.795458927 0.130970826
Residual 2 43444247.33 21722123.66
Total 5 486279644.8