 "Gitanjali gems")
This story has been amended to rectify an error
Eight years after Gitanjali Jewels conducted its first ever brand evaluation exercise, the company is reconfiguring its labels and organising them under a single identity, hoping to draw more value from its portfolio while rationalising retail costs. The brand restructuring underway is also expected to help build a seamless experience between online and offline points of access. However, the challenge will be to maintain the differentiation between Gitanjali’s brands that were valued at Rs 2,709 crore by Brand Finance in 2009.
Eight years after Gitanjali Jewels conducted its first ever brand evaluation exercise, the company is reconfiguring its labels and organising them under a single identity, hoping to draw more value from its portfolio while rationalising retail costs. The brand restructuring underway is also expected to help build a seamless experience between online and offline points of access. However, the challenge will be to maintain the differentiation between Gitanjali’s brands that were valued at Rs 2,709 crore by Brand Finance in 2009.
Differentiation is key for young buyers, who go by
