By: Payal Gulati
Last updated : November 19, 2019 12:11 pm
In an exclusive chat with Retail4Growth, T S Kalyanaraman, Chairman and Managing Director, Kalyan Jewellers, shares the retail strategy of the brand and in its journey so far.
Currently, the company is present across 141 locations across India and 4 countries in the Middle East. “I am extremely proud of the fact that we enjoy tremendous credibility with customers as it has been the forerunner in consumer education programs like “My Gold My right” among others. This has gone a long way in building it as the most trusted jewellery brand in the country. Recently, Kalyan Jewellers has been listed as one of the five Indian brands in the “Top 100 Global Luxury Goods’ list,” he adds with visible pride.
Since the brand’s inception, the company has focused on promoting fair and transparent business practices. “We have set industry-level benchmarks on customer experience, innovations and transparent pricing. We believe that Kalyan Jewellers’ customer-centric model and initiatives have been the key to the brand’s success and has enabled us to penetrate markets across the country,” says the CMD.
Kalyan Jewellers’ leadership position in the industry is defined by the brand’s efforts in pioneering the practice of BIS certification of gold jewellery, use of detailed rate/price tags thus demystifying making charges and providing increased transparency to customers. Also, the introduction of the concept of neighbourhood customer service centers in the jewellery industry under the ‘My Kalyan’ brand has been a one-of-its-kind initiative.
The company’s all-new customer initiative – 4 Level Assurance Plan has also been an instant hit among its consumer base. “This is a special initiative by Kalyan to continue enhancing the brand’s commitment towards offering the very best to its loyalists. While jewellery retailed at Kalyan Jewellers goes through multiple purity tests and are all BIS hallmarked, the 4-level assurance certificate promises customers payment on the value of purity mentioned in the invoice during exchange or resale. Also, it ensures free lifetime maintenance of ornaments at any of the brand’s showrooms,” says Kalyanaraman.
Read the full story in the November 2019 issue of VM&RD Magazine.