54‘Indore customers are receptive to new retail
concepts’
Established in November 2015, Anand Jewels has already made a name for itself among the list of top jewelry
brands in Indore, driven by value added offerings and by establishing trust among its customers.S
pread over 36,000 sq. ft., Anand Jewels
has succeeded in making a mark in an
industry ruled by 50 to 150 year old
brands. “We built this store around a totally
modern concept, although jewellery is a very
traditional business. We have tried to adapt
to today’s retail format. I would say that we
have achieved remarkable success in a short
time, given that any established name in this
business is at least 50 or 100 years old,” says
Gaurav Anand, Director, Anand Jewels.Talking about the retail brand’s success
factors, Anand says, “The major reason for
the success of Anand Jewels has been its
transparency and the practice of giving
value offerings to the customers. Getting
trust was our number one agenda. We
offer transparency of pricing as well as
authenticity of product to our consumers.We are also offering a lot of customer-
oriented marketing plans wherein we
create awareness among customers on
gold, international gold pricing, on how
gold gets converted into carat, etc. Since we
launched we have been the largest retailer
with a single store in the region.”Establishing the first outlet especially in a
tier-2 city is always challenging. The key is
to focus on the buying power and mindset
of the consumer. “Indore customers are
modern and receptive as far as new retail
concepts are concerned. A lot of brand pull
is there for a new brand and customer wants
value for the money they invest in. It is a
challenge to make a place in the consumer’s
mind in the beginning, but if a brand can
achieve that, definitely one can do well in
a market like Indore,” shares Gaurav Anand.In terms of store design, Anand Jewels roped
in DCA architects for the store aesthetics.
Talking about visual merchandising and
store design, Gaurav Anand shares, “The
location of the store, size, elevation, jewelry
sections is very important. Keeping this
in mind, the store was designed with the
concept of giving customer a lot of space
to browse and buy. In terms of visual
merchandising, we still need innovative
people who can do their bit to enhance the
way we showcase our products. We have
good interiors, good environments, good
technology but we can really improve on
our displaying skills in this industry where
VM can help.”lAnand Jewels
July 2019