SIS format suits Kama Schachter

Kama Schachter, one of India’s leading diamond jewellery manufacturers and exporters, has forayed into Indian retail segment last year. Colin Shah, Managing Director, Kama Schachter, talks about the company’s marketing strategy for India and retail expansion plans.

Saniya Seth (SS): Tell us more about Kama Schachter.

Colin Shah (CS): We are one of Asia’s leading manufacturers and exporters of diamond jewellery. We ventured into retail business in India last year. Currently, we have a retail presence in the country, with our private label brands like ‘Kama Love’ and ‘Kama Platinum’. We are also selling online.

SS: Why do you choose to be a part of India International Jewellery Show (IIJS)?

CS: We have been exhibiting at IIJS since 1996. Retailers across India come to this exhibition. In terms of audience – exposure to brand, getting new customers and working with existing customers – it is the best platform available.

SS: What are your plans to expand through exclusive outlets?

CS: We are quite happy with shop-in-shop format – where we are distributing through 100 retailers pan India – since it gives us the leverage to expand quickly than opening our own outlets. We have our own brick-and-motor stores in Mumbai at Bandra and Andheri.

SS: Tell us about your marketing strategies.

CS: We are growing through online channels and corporate tie-ups. In addition, we are advertising  through hoardings, newspaper inserts and exhibitions with retailers.

SS: Give us your views on jewellery buying scheme? How well it works in India?

CS: People like to buy things on installments – 20 per cent of our clientele use these schemes.

SS: Please throw some light on your expansion plans.

CS: For Kama Love and Kama Platinum, which are currently available with about 100 and 130 stores respectively, we plan to expand our retailer distribution network to 200 stores each by December 2013, across India. We would like to be strong in the Western region before becoming a national player.