Gitanjali SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 4271

SWOT Analysis of Gitanjali with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Jewellery and diamonds


Lifestyle and retail

Tagline/ Slogan

Trust forever


Trusted brand, innovative designs



Woman of urban and semi urban area from basically middle to upper income group

Target Group

Urban upper middle and upper class women


Traditional breaker in the field of diamond in India

Product Portfolio


1. Ddamas                          2. Nakshatra

3. Asmi                               4. Gili

5. Sangini                           6. Diya Diamonds

SWOT Analysis


1. One of the pioneers in jeweler industry in India, which is not family owned but which is run by modern entrepreneurs
2. Marketing through celebrity endorsements helps to grab maximum eye balls
3. There are different brands which cater to each price brackets like DDamas, Diya and etc
4. The shop –in –shop modern retail format reached 520 stores in total

5.Gitanjali has a substantial share  in India’s total merchandise exports

6.Use of CAD and CAM to create latest designs


1. Stiff competition from organised as well as unorganised retail means limited market share

2. Despite being a huge brand in India, it has limited global penetration


1. Global acquisition is there in large to enhance visibility and acquire knowledge
2. Conversion of diamond into Jeweler before exports.
3.To expand its business in Europe the company has incorporated a wholly owned subsidiary (WOS) in the name of “Gitanjali Resources” in Belgium with a view to explore in that continent


1. Weak economic recovery in the US
2.Debt burden in USA
3.Constant change in consumer preferences

4.Fluctuation in price and gold prices



3.Kiah Jeweler

The table above concludes the Gitanjali SWOT analysis along with its marketing and brand parameters.


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