Innovating brands: Nakshatra

Sumantha Rathore & afaqs!, New Delhi
New Update

It forced Indian consumers to consider diamond jewellery and go beyond gold

Launched in 2000, Nakshatra was the flagship brand by Diamond Trading Corporation (DTC), the marketing arm of De Beers, in India. Today, it has emerged as one of India's leading brands in the diamond jewellery segment. The brand was acquired by the Rs 2,694 crore Gitanjali Gems in 2008.

Nakshatra's USP lies in offering a range of traditional Indian floral jewellery designs. Between 2008 and 2009, the brand grew from 350 to 700 stores and during the same time, it also entered the international market. It is now present in around 20 cities globally. The annual sales estimate for Nakshatra stands at Rs 250 crore. According to the experts, the size of the diamond jewellery market in the country is around Rs 25,000 crore.

In its first year, Nakshatra won a silver at the Effie (the effectiveness in marketing award presented by the Ad Club of Bombay) in 2001. In 2003, Nakshatra Utsav, the diamond festival launched by DTC, was awarded the Best Trade Promotions Award at McDowell's Signature All India Promo Awards. In 2007, Nakshatra was awarded the Retail Jeweller Award for the best TV campaign of the year.

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