Visibility, presence (in stores) across the country, offers, discounts, prizes and other such things seem to have become a "mantra" these days for retailers selling jewelry in India. Such giants as Tanishq, Joyalukkas, Malabar Gold & Diamonds and a variety of retail stores are considering building large chains to make their presence in the Indian domestic market palpable. Needless to say, the domestic market is on the rise and intends to grow in the coming years repeatedly - "a la China." While China's domestic market is focusing on the modern, pro-Western design of its jewelry, India is in demand for a whole range of design solutions, including modern Western design, Indian design (it varies depending on the region) and Indian voluminous wedding jewelry. This obviously causes demand for diamonds of different quality, size, shape, color, cut and weight, which bodes well for the diamond-cutting industry. Not surprisingly, the Indian diamond industry was able to survive, despite a decline in demand due to the global recession in the economy, as the domestic market provided it with a livelihood.
Like many other large retailers and chain stores in India, PC Chandra Jewellers (PCJ), part of the PC Chandra Group, also joined the movement to become a huge online retailer in India. With its current 23 stores, PCJ plans to open 17 new showrooms, as well as create 50 outlets across the country by the end of the current financial year. Within a few days, the company will open three sales outlets in Gujarat.