Gili, a diamond jewellery brand of Gitanjali Group, popularly known for its shop-in-shop (SIS) format, is all geared up to open 50 exclusive brand outlets (EBOs) by the end of this fiscal. The EBOs, known as Gili World, have two formats – COCO stores (company owned and company operated) and FOFO stores (franchisee owned and franchisee operated) – and will be launched in tier II cities across India.
Since Gili is a well-known brand among the customers and has a major chunk of market share—about 46 per cent in SIS, the company is planning to expand its brand in the interior cities. The aim is to capitalise the EBO format in these tier II cities.
Confirming that there is a lot of potential in tier II cities, Rahul Vira, CEO Gili India Ltd says, “Through Gili World, we are aspiring to create a great shopping experience for customers. While we increase the number of touch points, we also give a wider range of jewellery to choose from and go an extra mile to create customer delight.”
Gili currently possesses 16 operational EBOs and 145 SIS counters pan-India with major retailers like Shopper Stop, Lifestyle, Westside, Just In Vogue and Landmark. The company has existing COCO stores at Select Citywalk, Delhi; The Great India Place, Noida; Mantri Square and Garuda Mall, Bangalore, and R-City and Inorbit, Mumbai. Its FOFO stores are located at Hisar, Jaipur, Coimbatore, Nagpur and Satna.