As Brands Spread Their Wings In Tier II, Traditional Jewellers Up Their Game With Tech To Compete

In an era of globalisation, big brands vs traditional businesses is a fight that continues in every sector. And the Indian jewellery sector too isn’t untouched by the winds of change. As the big jewellery brands decide to expand in Tier II and even Tier III cities across India, traditional jewellers too have upped their game to compete with the ever growing market.  

Bigger and better stores, better quality control and latest designs were just small initiatives by the traditional jewellers, but with growing competition from bigger brands, they are now using technology to support their sales.

Headquartered in Gorakhpur city of Uttar Pradesh, Aisshpra Gems and Jewels has plans to expand across the Tier II and Tier III cities of UP and have also invested in ERP software from Microsoft. Atul Saraf, Managing Director of Aisshpra Gems and Jewels, said, "Recognising the need for expansion, we adopted a hub-and-spoke model, enabling us to reach new markets and serve a wider customer base. We have also focussed on merchandising strategies to improve our collection while reducing inventory costs. Moreover, to ensure the safety of customer data and inventory, we have made substantial investments in ERP software from Microsoft. This system enables better data analysis, empowering us to make informed business decisions and enhance our operations. By leveraging Microsoft's ERP, we can streamline our franchisee stores, mitigating the risk of forgery and fraud."

Kamal Rastogi, Managing Partner, Kamal Jewellers, Dehradun said, "Buying gold is a matter of trust for the customers. In times when bigger jewellery brands attract customers through multiple certifications and aggressive marketing strategies, conventional and family jewellery brands like ours are also backed by personal touch, additional discounts, hallmarks, and other relevant certifications. We also add the scope of customisation which makes the experience even better for the customer.” 

Rajan Rastogi of Jugal Kishore Jewellers by Rajan Rastogi from Lucknow said that traditional jewellers need to upgrade themselves to compete in the market. “"We are committed to strengthening our position as a leading jewellers in Lucknow amidst the expansion of big brands in tier 2 cities. We have been selling the highest grade of diamond jewellery at very competitive prices unlike the national brands who charge a premium for that quality of diamond jewellery. We have always focused on selling hallmarked jewellery. With the new laws coming up, the position of traditional jewellers in tier 2 cities had strengthened. We are also aggressive in our social media outreach to ensure that the social media savvy younger generation is also in our customer base.” 

Aviral Prakash, Director of Marketing & Expansion, Abhushan Jewellers Agra said that by using latest technology, Abhushan is dedicated to enhancing the customer experience and streamlining internal processes. “We have developed mobile apps for our staff, enabling them to provide product details and pricing in a highly transparent manner on their personal tablets, eliminating the need for pen and paper estimates. This technology-driven approach ensures that our customers receive accurate and reliable information during their shopping journey. Furthermore, our Customer Relationship Management (CRM) system has allowed us to enrich communication with customers. Through WhatsApp Business API integration, we are sending personalised offers curated specifically for their needs. This proactive and tailored approach enhances our relationship with customers and strengthens engagement.” 

Talking about this competition, eminent jewellery brand consultant Premjit Sengupta said, "Traditional jewellers in tier II cities are not shying away from the competition posed by big brands expanding into their territories. Instead, they are adopting various strategies to strengthen their position in the market. By implementing the hub and spoke model to promote their own and franchisee stores, investing in genuine software solutions, focusing on human resource management, and engaging in strategic marketing activities, these jewellers are positioning themselves to thrive in the changing retail landscape. Their dedication to customer satisfaction and their ability to adapt to new trends are what make them a formidable force in the industry, ensuring their continued success in tier 2 towns."