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84 stores are specifically selected to celebrate specific occasions in the life of an individual/a family. No matter how small or big the occasion, they will have an ornament to celebrate it. They are true to their promise to their customers i.e. “Celebrate the Beauty of Life”. RECENT DEVELOPMENTS In face of rapid commoditisation, especially in the jewellery sector, Malabar Gold & Diamonds remained at the forefront by introducing some of its distinctive brands that cater to their own focused consumer segment. l Mine - Diamonds Unlimited l Era - Uncut Diamond Jewellery l Divine - Indian Heritage Jewellery l Ethnix - Handcrafted Designer Jewellery l Starlet - Kids Jewellery l Precia - Precious Gem Jewellery Moreover, one of the most effective efforts to deal with the commoditised industry in the Indian context is the “Brides of India” (BOI) initiative which delves into different weddings that exist inside the Indian cultural diversity. Since weddings in India are celebrated under different customs and different cultures, “Brides of India” campaign went through four seasons and still is a showcase of Indian weddings. PROMOTION The company promote themselves through various media including print, TV, Radio, Outdoor and Digital media. It also makes use of various online social media to promote their products. Direct Marketing and Tele Marketing are also used with great success. Many personalities in various fields representing different slices of life have been endorsing the brand’s high values, purity and trust. Mohan Lal (Indian Film Celebrity), Hema Malini (Cine Artist, Socialite, Political Activist, and Master Danseuse), Ilaiyaraja (Award winning Indian Musician and Composer), Suriya (Celebrated South Indian FIlm Actor), Junior NTR (South Indian Film Actor), Sania Mirza (Sports Celebrity) and Puneeth RajKumar (South Indian Film Actor) also represented the brand. Indian film actress Kareena Kapoor Khan was recently signed as the brand ambassador who symbolises contemporary India and represents the youth of the country. One of the notable initiatives of Malabar Gold & Diamonds, the “Brides of India”, an innovative and informative advertising campaign celebrating the cultural diversity of India, completed four seasons. Other campaigns like “Malabar Gold & Diamonds Festival” provided customers the opportunity to win up to 250,000 gold coins and AED 1 million cash back. Needless to say, it also strengthened Malabar Gold & Diamonds’ trust among its worldwide consumers. All of these promotional activities effectively increased the sales potential as well as the value of the brand. l Malabar Gold & Diamonds is among the top five jewellery retailers worldwide and the largest jewellery retailer of Indian origin in terms of business figures. l Malabar Gold & Diamonds showcases products which are suitable to celebrate any occasion in an individual’s life, in line with the company’s tag line ‘Celebrate the beauty of life.’ l Malabar Gold & Diamonds has a unique business model, which comprises of 1,700 investors of which 27% of the them are full time employees with the company. l Malabar Gold & Diamonds is vertically integrated right from bullion sourcing, product designing, manufacturing, wholesaling and finally to retailing. l Malabar Gold & Diamonds operates the largest jewellery store in Dubai at Gold Souk, Deira and the largest jewellery store in Middle East at Hamdan Street, Abu Dhabi. THINGS YOU DIDN’T KNOW ABOUT MALABAR GOLD & DIAMONDS MARKET Malabar Gold & Diamonds is the flagship company of Malabar Group, a leading diversified Indian business conglomerate. Established in 1993 in South Indian state of Kerala, Malabar Gold & Diamonds today has a strong retail network of 150 outlets spread across nine countries, ten wholesale units in addition to offices, design centres and factories spread across India, Middle East and Far East. With an annual turnover of $4 billion, the company currently ranks among the world’s top five jewellery retailers in terms of annual turnover. With seven cluster manufacturing units in India and GCC – the company currently has nine jewellery brands to cater to the discerning needs of customers. With headquarters in Kerala, India and branches across India, Middle East and Far East, Malabar Group is best known for its activities in the field of gold, diamonds, silver and lifestyle articles. The company, owned by more than 1,700 shareholders, which excels in quality products and services, has more than 9,000 professionals working for its continued success. Malabar Gold & Diamonds also features an online store – www.malabargoldanddiamonds.com providing customers the opportunity to purchase their favourite jewellery any time and on any day from the comfort of their home. With its uncompromised brand values such as perfection in design, purity, quality and transparency, Malabar Gold & Diamonds is always aiming for a sustainable market share of 25% to 30%. Despite the global turbulence in recent years, Malabar Gold & Diamonds was able to maintain their steady growth. This was achieved through their experience in analysing the consumer trends, trust acquired through years of expertise in serving customers, providing them with the right product to suit their needs and by exceeding their expectations. With its dexterity in creating designs satisfying classic, contemporary and modern fashion needs and with their core brand values. ACHIEVEMENTS Malabar Gold & Diamonds today enjoys a reputable position as one of the most trusted brands in India and GCC in its own segment. The company initiated some unique practices and policies in the industry that are being counted as the major attainments of the company in jewellery retailing sector. Malabar Gold & Diamonds is known in the industry for starting practises and policies which ensure transparency and safeguard the interests of the customer. Some of the major initiatives by Malabar Gold & Diamonds that raised the bar for the whole industry itself are: l Ensured the customers were given gold in the cartage as promised by the brand l Diamonds sold by MGD are 100% certified by GIA, HRD or IGI. l There is “Cash Buy Back Guarantee” for all products sold by MGD l “Life Time Free Maintenance” is offered to all products sold at MGD HISTORY Pioneered by a group of prospective entrepreneurs led by visionary personality Mr MP Ahammed, Malabar Group laid its foundation in 1993 at Kozhikode, a city in the state of Kerala in southern India on the Malabar Coast. Since the middle ages, Kozhikode was dubbed the “City of Spices” for its role as the major trading point of eastern spices. Malabar is a region, which lies along the south west coast of Indian peninsula and forms the northern part of the Kerala state. From the historical ages to the present times, “Malabar” is a word of trust and truthfulness in trade ancestry. From the beginning, Malabar Gold & Diamonds always focused on treating their customers well by providing superior quality products and services. The “Malabar Group” has grown further and diversified into different sectors such as Real Estate and infrastructure development; Retail and distribution of lifestyle articles and luxury branded watches; Retail of home furniture and accessories; IT services and business solutions; Fit out and interior design business; and more.. For Malabar Group, the ventures continue to soar on the wings of trust; of all its team-members, patrons and shareholders. The group grew in leaps and bounds, nurtured by expertise, vision and guidance, into a formidable business conglomerate in India. PRODUCT Malabar Gold & Diamonds enthrals its customers with a wide variety of gold, diamond, pearl, silver and platinum ornaments of classic, contemporary or modern designs which satisfy individual needs regardless of age, gender or culture. An astounding range of bridal collection is also maintained by Malabar Gold & Diamonds. The majority of ornaments at Malabar Gold & Diamonds outlets are in 22K and diamond ornaments are in 18K. The group sells ornaments that are certified by international agencies like International Gemmological Institute (IGI), Gemmological Institute of America (GIA), Platinum Guild International (PGI), etc., ensuring utmost quality. The company has experienced designers and market researchers to create designs based on current fashion trends. Each ornament they display and sell at their BRAND VALUES Malabar Gold & Diamonds’ strong brand values helped them become one of the most trusted retail brands in India, Middle East and Singapore. These are so profound and honest in fact. They are:- l Grounded l Celebratory l Accessible l Prestigious l Forward Thinking l Transparency l Trust l Honouring Commitments The company is known for developing better policies that meet and exceed the local, legal and cultural requirements of their customers. As a corporate, Malabar Gold & Diamonds has always been able to keep their obligation to consumers as well as to society. The company strives to integrate its business values and operations in an ethical and transparent manner to demonstrate its commitment to sustainable development and to meet the interests of its stakeholders. A fixed percentage of their Group’s net profits are set apart to be used for CSR Initiatives. Malabar Group CSR Initiatives, the social wing of the Malabar Group, focuses on conceptualising and implementing the Corporate Social Responsibility initiatives of the Group. Corporate Social Responsibility has been the primary commitment of the Group since its inception and it still continues with a strong corporate social responsibility scheme embedded in its system, committed to make a difference in human lives by focusing on five key areas comprising of health, education, housing, environment and women empowerment. www.malabargoldanddiamonds.com
