The purpose of this study is to explore issues and challenges in retail supply chain of branded jewellery stores in India. The branded jewellery industry is one of the fastest growing industry in India. With the changing customer lifestyle and buying patterns, it is very important to explore this area and the associated supply chain environment. This study facilitates to understand what attracts an Indian customer to purchase jewellery from branded jewellery stores instead of their traditional jewelers. This exploratory study is an attempt to understand retail operations and scope of branded jewellery in India. A comparison between the branded and non-branded jewellery stores and hallmark and non- hallmark jewellery is performed. The porter’s five forces model is applied to the jewellery industry to understand the industry dynamics. At last, future scope and implications for the branded jewellery industry are derived.

@inproceedings{oscm-2019-453,
  title={AN EXPLORATORY STUDY ON RETAIL SUPPLY CHAIN OF BRANDED JEWELLERY STORES IN INDIA},
  year={2019},
  author={Kshitij Goyal and Yash Daultani and Saurabh Pratap},
  booktitle={Proceedings of the 9th International Conference on Operations and Supply Chain Management, Vietnam, 2019},
  doi={10.31387/oscm410237}
}

Kshitij Goyal, Yash Daultani, Saurabh Pratap (2019). AN EXPLORATORY STUDY ON RETAIL SUPPLY CHAIN OF BRANDED JEWELLERY STORES IN INDIA. In Proceedings of the 9th International Conference on Operations and Supply Chain Management, Vietnam, 2019. https://doi.org/10.31387/oscm410237