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https://www.icmrindia.org/free%20resources/casestudies/branded-gold-jewellery1.htm
Branded Gold Jewellery Market in India: The Gold Rush In the late 1990s, the Indian jewellery market witnessed a shift in consumer perceptions of jewellery. Instead of being regarded as only an investment option, jewellery was being prized for its aesthetic appeal. In other words, the focus seemed to have shifted from content to design.
https://icmrindia.org/casestudies/catalogue/Business%20Strategy1/BSTR041.htm
The case, "Branded Gold Jewellery Market in India", gives an overview of the branded jewellery market and branded jewellery players in India. The case explains the shift in preference of Indian consumers from heavy jewellery to lightweight jewellery and the entry of branded jewellery players in the Indian market.
https://www.icmrindia.org/free%20resources/casestudies/branded-gold-marketing%20case.htm
Branded Gold Jewellery Market in India - MUL Modern Foods, The case gives an overview of the disinvestment of Modern Foods (India) Limited (MFIL) by the Government of India (GoI) and turnaround strategy formulated by the Hindustan Lever Limited (MUL) for MFIL. When MUL took over MFIL, it was believed that MFIL would perform better under the HLL's management.
https://www.icmrindia.org/free%20resources/casestudies/branded-gold-Case%20Study.htm
The initial focus of Oyzterbay was to give a lifestyle value to jewellery instead of the traditional investment value. In the second year of its launch, Oyzterbay emphasised on marketing and advertising strategies to give the necessary thrust for growth. In order to transform itself from a youth brand to a brand for all occasions, Oyzterbay launched media campaigns in August 2002 highlighting ...
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