Following hyperlocal strategy to cater to wide range of segments Jewellery consumption patterns in India are highly localised with customer preferences varying significantly by region. The company strives to appeal to a broad base of customers via a multi-faceted hyperlocal strategy by deploying initiatives such as: a) localisation of product portfolio, b) localisation of brand communication and marketing and c) localisation of showroom experience for customers. Localisation strategy, combined with large scale of operations, allows it to cater to a wide range of customers...