Gili eyes tier-II cities

Gili is chugging towards the motto of opening around 50 EBOs by the end of this fiscal
in the tier-II cities pan India. The jewelry brand will mainly follow the retail formats
of COCO stores (company owned and company operated) and FOFO stores (franchise
owned and franchisee operated). The company is looking for novel locations to explore
the market worth, thereby, targeting cities such as Aurangabad, Pune, Nagpur and
Bangalore for its upcoming stores.

According to the company, Gili is confident to open EBOs since there is huge potential
in the market in these cities. At present, Gili holds strong position in the branded segment
and possesses an impressive share of around 46 per cent in shop-in shop. So now the
company's logical step towards expansion is the EBO model.

In the nascent stage of its establishment, Gili faced a lot of challenge in acceptance of
diamond jewelry by the Indian audience; they were also not aware of the concept of 18
carat gold jewelery. However, having embarked on its shop-in-shops format around 15
years ago, Gili currently has a pan-India presence through 16 operational EBOs and 145
shop-in-shops with major retail outlets such as Shoppers Stop, Lifestyle, Westside, Just
In Vogue and Landmark.

At present, Gili’s COCO stores are present 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 present at Hisar, Jaipur, Coimbatore, Nagpur and Satna.