Indian Retailer - Blending Tradition and Modernity, DishiS Designer Jewellery Witnesses Exponential Growth in the Indian Retail Market

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Blending Tradition and Modernity, DishiS Designer Jewellery Witnesses Exponential Growth in the Indian Retail Market

BY - Rishabh Sharma
Correspondent, IndianRetailer.com & Retailer Media Jun 13, 2023 /

134

/ 7 MIN READ

Blending Tradition and Modernity, DishiS Designer Jewellery Witnesses Exponential Growth in the Indian Retail Market

Inspired by the allure of stones and gems, Dishi Somani embarked on a mission to make designer jewelry accessible to all. In just seven years, DishiS Designer Jewellery has experienced remarkable growth and success in the Indian retail industry. The brand which started with a modest investment, has today become a leading player, delivering over 10,000 designs to its patrons.

"Jewelry has the power to make every person feel special and unique. Our vision is to create designs that resonate with the individuality of our customers, while keeping pace with technological advancements," said Dishi Somani, Founder, DishiS Designer Jewellery.

Meeting Market Trends
To stay ahead in the ever-evolving Indian jewelry market, DishiS Designer Jewellery recognized the importance of meeting market trends and consumer demands early on. The brand offers a wide range of minimalistic and trendy jewelry, catering to the ever-changing preferences of its customers. With a focus on personalization, the company provides customized options while ensuring sustainability throughout its production process.

Jewellery

"We strive to stay up to date with the latest trends and create jewelry that reflects the tastes and preferences of our customers. By blending traditional craftsmanship with contemporary designs, we offer a unique and diverse collection," Somani elaborated.

Stand Out with Ethnic Flair
What sets DishiS Designer Jewellery apart from its competitors is its unique blend of ethnic flair and modern aesthetics. The brand's user-friendly e-commerce platform allows customers to effortlessly browse and purchase their favorite pieces from the comfort of their homes. Furthermore, the brand's bespoke jewelry service enables customers to create one-of-a-kind designs that truly reflect their personalities.

"Our aim is to celebrate the rich heritage of Indian jewelry while infusing it with a touch of modernity. Our customers can express their personal style by customizing their own jewelry, creating pieces that are as unique as they are," she stated.

Merging Craftsmanship with Technology
Technological integration has been a driving force behind DishiS Designer Jewellery's success. By embracing laser cutting technology and augmented reality (AR), the brand has improved production efficiency while maintaining impeccable quality standards. These advancements have not only streamlined their operations but also enhanced the overall customer experience.

"Our team leverages technology to ensure precision and efficiency in our manufacturing process. With AR, our customers can visualize and customize their dream pieces before making a purchase, enhancing their shopping experience," she added.

Expanding Horizons
Fuelled by the vision of global expansion, DishiS Designer Jewellery has diversified its product categories to include a range of offerings crafted from precious materials such as diamonds, gold, silver, and gemstones. While the brand has already established a presence in the United States, Australia, and parts of Europe, its ambition knows no bounds as they seek to further penetrate the global market.

"We believe that beautiful jewelry transcends borders and cultures. Our expansion into international markets allows us to share our passion for exquisite designs with women worldwide," she said.

To support its growth plans and ensure the realization of its expansion goals, the brand aims to secure funding with which they intend to extend their product lines, boost manufacturing capacity, enhance marketing efforts, enter new markets, and improve operational efficiency. By laying a strong financial foundation, the brand is poised to scale new heights and reach new milestones.

"Our growth is driven by our commitment to excellence and the trust of our customers. With strategic investments and partnerships, we aim to further strengthen our position in the market and continue providing exceptional jewelry and service," Dishi added.

Operational Excellence
Innovation lies at the core of DishiS Designer Jewellery's retail and marketing strategies. The brand conducts diverse campaigns, leverages social media platforms, implements SEO promotions, and collaborates with influencers to connect with its target audience while attracting new customers. Additionally, the brand's focus on offering periodic sales and discounts has further strengthened its bond with customers and fostered brand loyalty.

"To stay ahead in a competitive market, we constantly innovate and find new ways to engage with our customers. By leveraging digital platforms and collaborating with influencers, we strive to create a community of jewelry enthusiasts who appreciate our craftsmanship," she asserted.

For ensuring high-quality production and an efficient supply chain, the brand employs robust strategies and carefully plans and forecasts sales to manage production capacity effectively, maintaining a delicate balance between demand and available resources. Through an integrated inventory management system, DishiS Designer Jewellery tracks raw materials and finished products, optimizing production cycles, and ensuring timely deliveries.

A Landmark Achievement in India's Growth Journey

India’s dynamic and evolving food industry has presented a lucrative opportunity for Subway to expand its footprint. With the opening of its 100th store in Lokhandwala, Mumbai, Subway now boasts a formidable presence of over 900 stores in more than 160 cities across India.

“Reaching this milestone of 100 new stores in a year is a testament to our customers’ trust in the Subway brand. This marks a significant chapter in Subway India’s growth journey, reflecting our unwavering commitment to delivering fresh, high-quality, and made-to-order sandwiches to our discerning customers,” said Tarun Bhasin, CEO of Culinary Brands, the exclusive master franchisee for Subway in India, Bangladesh, Sri Lanka, and other countries.

The brand’s aggressive expansion in 2024 is driven by the increasing consumer demand for freshly made, healthy, and convenient food options. As lifestyles change and urbanization accelerates, Subway is strategically positioning itself as a preferred choice among India’s young and working population.

Strategies Driving Rapid Expansion

The remarkable success of Subway’s expansion in India can be attributed to multiple key strategies:

Leveraging Market Trends: Consumers today are more health-conscious and seek fresh, nutritious, and made-to-order food. Subway’s offering of fresh ingredients and customization aligns perfectly with this trend.
Penetrating Tier II and III Cities: Recognizing the potential of India’s smaller cities, Subway has expanded beyond metropolitan areas. “Our innovation team closely follows local and international trends to offer an exciting menu to consumers. Our current menu already features multiple localized options, such as Paneer Tikka and Tandoori Chicken, which are very popular as they offer familiar tastes while maintaining Subway’s global sandwich-making approach,” Bhasin stated.
Modernized Store Design: To enhance customer experience, Subway has introduced a refreshed store design that is more inviting, convenient, and modern. The response from customers has been overwhelmingly positive. “The new look aligns with what today’s new-age consumers seek – a smart and inviting ambiance that reinforces the freshness associated with Subway,” added Bhasin.

Subway’s Focus on Tier II and III Markets

While Tier I cities remain key markets, Subway is aggressively expanding into smaller cities to tap into their growing disposable income and rising demand for global QSR brands. Establishing outlets in high-footfall locations such as malls, airports, and highways ensures greater brand visibility and accessibility.

“At Subway, we recognize that every market has unique preferences and challenges. That’s why our menu innovation team continuously researches and adapts offerings to suit regional tastes while maintaining our global standards,” Bhasin explained.

Menu Innovations Catering to Evolving Preferences

The brand has also introduced new product lines to cater to India’s evolving taste preferences. Recent additions include the Hot & Cheesy Signature Subs and Breakfast Specials.

“Consumers love our Hot and Cheesy Signature Subs. They are the perfect indulgence during winters, offering 1.5x filling, extra cheese, and served piping hot. Options include Cheesy Paneer Tikka, Mexican, American Barbecue, Chicken Tikka, and Lamb Pepperoni,” said Bhasin.

Subway’s Breakfast Specials are another hit, offering fresh, made-to-order sandwiches that cater to professionals and early risers. “It’s a perfect fit for morning meals, and customers can walk in or order online in metros and mini-metros to relish these sandwiches, best paired with hot coffee,” he added.

Technology-Driven Growth and Customer Engagement

Subway is harnessing technology to enhance customer experience, streamline operations, and support its rapid expansion. Key tech initiatives include:

Customer Engagement: Tools like Net Promoter Score (NPS), Online Reputation Management (ORM), and Customer Relationship Management (CRM) are used to interact with customers and gather insights.
Retail Expansion Support: Specialized technology tools aid in identifying potential store locations, ensuring efficient supply chain management, and optimizing operations.
Digital Transformation: Enhanced online ordering, loyalty programs, and AI-driven recommendations are being integrated to provide seamless customer experiences.

“Technology has been an anchor for multiple departments at Subway. Various specialized tech tools are leveraged to support retail expansion and drive decision-making in the supply chain, quality, and operations,” Bhasin noted.

The Road Ahead: Making Subway India’s Largest QSR Chain

Looking forward, Subway has set an ambitious goal of becoming India’s largest QSR chain over the next decade. This vision is built on key pillars:

Fresh, Customizable Offerings: Subway remains committed to delivering high-quality, made-to-order food that aligns with consumer health trends.
Localized Menu Innovation: Expanding its menu to include more regional flavors and healthier options will be central to sustaining growth.
Wider Retail Presence: Strengthening its footprint in metros and Tier II and III cities will ensure greater accessibility.
Digital and Technological Integration: Embracing digital platforms for seamless ordering, loyalty programs, and data-driven decision-making will be critical to scaling operations.
Overcoming Challenges: While competition, supply chain complexities, and shifting consumer preferences pose challenges, Subway’s strategic focus and adaptability will be key to its continued success.

“We recognize that achieving our goal requires strategic planning and agility. However, our unwavering commitment to fresh, high-quality food and a robust expansion plan will drive Subway’s growth and success in India,” Bhasin concluded.