eight countries, ten wholesale units in addition to

offices, design centres and factories spread in India,

GCC and Singapore to become a major player in
the jewelry retail market within a short span of
years placing themselves among jewelry retailers
worldwide to become the largest jewelry retailer of
Indian origin in terms of business figures. The target
group of the company is mainly middle and lower
upper class. The company posted a turnover of $3.5
billion in 2013 placing them among the top five
jewelry retailers worldwide.
With its uncompromised brand values such as
perfection in design, purity, quality and transparency,
Malabar Gold & Diamonds is always aiming for a
sustainable market share of 20% to 25%. Despite
the worldwide turbulence in the last years, Malabar
Gold & Diamonds have been able to maintain their
steady revenue growth. This is achieved through
experience in analysing the consumer trends, trust
acquired through years of expertise in serving
customers providing them the right product to suit
their needs. With its dexterity in creating designs
satisfying classic, contemporary or modern fashion
needs and with their core brand values, Malabar
Gold & Diamonds is aiming to be the top jewelry
retailer in the world by 2015.

ACHIEVEMENTS

Malabar Gold & Diamonds have been able to attain

a reputable position as one of the most trusted
brands in India and GCC in its own segment. The
company initiated some unique practices and
policies in the industry that are being counted
as the major attainments of the company in the
jewelry retailing sector.
Providing ornaments in the cartage, as promised
by the brand, catering 100% GIA or IGI certified
diamonds, assuring with Cash Buy Back Guarantee,
offering lifetime maintenance to each product are
some of Malabar Gold & Diamonds major initiatives
that have set the trend for whole industry.

HISTORY

MARKET

According to the last report from the World Gold

Council, global consumer demand for gold is at
unprecedented levels in 2013. The consumers
around the world bought gold in record amounts
in the year, led by demand in China and India. The
South Asian jewelry market is quite different from
that of the West. Most of the South Asian countries
consider gold as a tradable investment, in addition

62

to adornment purposes. Here cultural, adornment

and other factors influence the purchase of the
gold jewelry. On the other hand, in Western
countries gold is primarily for adornment purposes
and sold at high prices ranging from 100% to
300%. Meanwhile demand for jewelry, the other
component of consumer demand, increased by 29%
from 519t to 669t, in China, and by 11% from 552t
to 613t, in India, reaching 2,209t globally, the highest

figure seen since the onset of the financial crisis

in 2008. The global market for gems and jewelry
is over USD 100 Billion with a major contribution
from India, China, Thailand and USA.
Malabar Gold & Diamonds, the flagship division
of Malabar Group, started with a single showroom
in 1993 at Calicut, a city that possesses a unique
place in Indian history. Malabar Gold & Diamonds
has grown with over 120 outlets spread across

Malabar Group laid its foundation in 1993

pioneered by a group of prospective
entrepreneurs led by visionary personality Mr
MP Ahammed at Kozhikode, a city in the state of
Kerala in southern India on the Malabar Coast.
During classical antiquity and the middle ages,
Kozhikode was dubbed the City of Spices for its
role as the major trading point of Eastern spices.
Malabar is a region which lies along the south
west coast of the Indian peninsula and forms the
northern part of the Kerala state. From historical
ages to the present times, Malabar is a word of
trust in its truthful trade ancestry.
From the beginning Malabar Gold & Diamonds
has always remained in the forefront in treating
their customers by providing superior quality
products and services. The Malabar Group has
grown further and diversified into different sectors
such as jewellery manufacturing and wholesaling,
infrastructure developments, IT services, organic
farming and furniture retailing. In addition Malabar
Gold and Diamonds, the major division of Malabar
Group, became a leading player in the jewelry retail
market with over 120 stores worldwide and with a
strong presence in India, GCC and Singapore. The
company paid great attention in creating better
management policies, an imitable teamwork and an
ideal consumer care. These set them apart in the
industry.

PRODUCT

Malabar Gold & Diamonds sell a wide variety of

gold, diamond, pearl, silver and platinum ornaments
of classic, contemporary or modern designs
which satisfy individual needs regardless of age,

gender or culture. An astounding range of bridal

collection is also maintained by Malabar Gold &
Diamonds. The majority of ornaments at Malabar
Gold and Diamonds outlets are in 22K and
diamond ornaments are in 18K. Malabar Gold and
Diamonds sells ornaments that are certified by
international agencies like International Gemological
Institute (IGI), Platinum Guild International (PGI),
etc., ensuring utmost quality. The company has
experienced designers and market researchers to
create designs based on current fashion trends.

RECENT DEVELOPMENTS

In face of rapid commoditisation, especially in

the jewelry sector, Malabar Gold and Diamonds
have been able to stay ahead of the industry by
introducing some of its distinctive brands. These
brands serve its well-segmented consumer group.
Mine - Diamond jewelry collection 100%
certified by IGI/GIA.
l Era - Uncut diamond jewelry inspired by the
cultural heritage of India.
l Divine - Indian heritage jewelry collection.
l Ethnix - Handcrafted designer jewelry.
l Starlet - Jewellery exclusive for young customers
with variety of fun designs that are attractive and
constructed using child-friendly technology..
l Precia - Precious gem jewelry collection.
l

Moreover, one of the most effective efforts to deal

with the commoditised industry in the context of
India is the Brides of India(BOI) initiative which
delves into different weddings that exist inside
Indian cultural diversity. Since the weddings in India
are celebrated under different settings and with
specific customs with respect to different cultures.
Brides of India campaign went through four
seasons and still is a showcase of Indian weddings.

BRAND VALUES

Malabar Gold & Diamonds strong brand values

helped them to become one of the most trusted
retail brands in India, Middle East and Singapore.
These are so profound and honest in fact. They are:
Grounded
Celebratory
l Accessible
l Prestigious
l Forward Thinking
l Transparency
l Trust
l Honouring Commitments
l
l

The company is known for developing better

policies that meet and exceed the local, legal and
cultural requirements of their customers. As a
corporate, Malabar Gold & Diamonds is always
been able to keep their obligation to consumers
as well as to the society. The company strives to
integrate its business values and operations in an
ethical and transparent manner to demonstrate its
commitment to sustainable development and to
meet the interests of its stakeholders. 10% of their
Groups net profits are set apart to be used for
CSR Initiatives.
Malabar Group CSR Initiatives, the social wing of
the Malabar Group, focuses on conceptualising and
implementing the Corporate Social Responsibility
initiatives for the Group. The initiatives are directed
towards enabling communities through various
projects in the areas of education, medical aid
and health care services, woman empowerment,
environmental protection and housing development
for less privileged.

www.malabargoldanddiamonds.com

Things you didnt know about

MALABAR GOLD & DIAMONDS

PROMOTION

The company promote themselves through

various media including print, TV, Radio, Outdoor.
Also they make use of various online media to
promote their products. Direct Marketing and Tele
Marketing are the other successful promotional
activities of the brand. Many personalities in various
fields representing different slices of life have been
involved in endorsing the brands high values, purity
and trust. Mohan Lal (Indian Film Celebrity), Hema
Malini (Cine Artist, Socialite, Political Activist, and
Master Danseuse), Ilaiyaraja (Award winning Indian
Musician and Composer), Suriya (Celebrated South
Indian FIlm Actor), Junior NTR (South Indian Film
Actor), Sania Mirza (Sports Celebrity), Puneeth
RajKumar (South Indian Film Actor) represented
the brand. Hindi film actor Kareena Kapoor was
recently signed as the Brand Ambassador who
symbolises contemporary India and represents the
youth of the country.
One of the notable initiatives of Malabar Gold &
Diamonds, the Brides of India, an innovative and
informative advertising campaign celebrating the
cultural diversity of India, completed three seasons.
Other campaigns like Malabar Gold and Diamonds
Festivalprovided customers the opportunity to
win up to 100,000 gold coins and AED 1 million
cash back, strengthened Malabar Gold & Diamonds
trust among its worldwide consumers. All of these
promotional activities effectively increased the sales
potential as well as the value of the brand.

Malabar Gold & Diamonds is among the top five

jewelry retailers worldwide and the largest jewelry
retailer of Indian origin in terms of business figures.
l Malabar Gold & Diamonds was founded in 1993,
by an eclectic team of entrepreneurs, led by the
visionary genius of Mr MP Ahammed.
l The company expanded from a 745 sq ft outlet,
in 1993, to over 120 outlets with over 500,000 sq ft
retail space by 2014.
l Malabar Gold & Diamonds is present in villages,
town, cities and even prime pilgrimage centres in
India and the Middle East.
l Malabar Gold & Diamonds showcases products
which are suitable to celebrate any occasion in an
individuals life. This is in line with the companys tag
line Celebrate the beauty of life.
l Malabar Gold & Diamonds has a unique business
model, which comprises of 1,600 investors. Almost
27% of the investors are full time employees with
the company.
l Malabar Gold & Diamonds is vertically integrated
right from bullion sourcing product designing
manufacturing wholesaling and finally to retailing.
l Malabar Gold & Diamonds has had the privilege
to adorn its jewelry to over two million brides in
the last twenty years all crafted and customised to
the individual preferences of the brides.
l Wedding jewelry festival named Brides of India
pioneered by Malabar Gold & Diamonds since 2011
has become the referral guide for traditional Indian
wedding customs and rituals.
l