Apparel & Accessories

A Gitanjali Group Initiative

Brand History
Gitanjali Group a 12500 crores company, strategically positioning itself as the leading
diamond studded jewellery-manufacturing company, today has one of the largest fully
integrated diamond and jewellery manufacturing plants in the country.
We have launched an Apparel brand Diya with the same brand identity of the diamond
jewellery brand Diya, Born of dreams under Gitanjali Group.
Diya is a brand catering to the Indian Ethnic Wear category for todays women. This
include fashion wear as well as day wear or office wear for toadys working women.
The brand has launched in Mumbai, the commercial capital of India, in April, 2012. with
one Excusive Store and Seven Shop in Shop counters with Maya Lifestyle, a Gitanjali
Group Multi Category large format store.
The brand with its aggressive expansion plan has a target to reach 100 door by
FY 2013-14.

Profile
Stylish but Traditional
Traditional but Experimental
Experimental but Value for money
seekers
Value for money seekers but Aspire
to associate with Brands

Target Group
Age Group: 18-45 years
A Student
An Homemaker
An Homemaker working with a
corporate
A working Mother
A dedicated wife wants to be
updated with current fashion trends.

Mile Stones
First company owned Exclusive Store in Thane, Maharashtra. Opened on 29th April,2012
First SIS tie up with Ethnicity, a Future Group Venture; with 4 locations in April,2012.
First Franchisee owned Exclusive store in Dwarka, Sector 11 on 1at June, 2012.
Opened 6 more Franchisee owned stores in New Delhi with the same franchisee by
October, 2012.
First Distribution Booking for UP & Uttaranchal in December, 2012 for SS-13 collection.
First FSO launched on 20th December, 2012 in Thakur Mall, Dahisar, Maharshtra.

Product Category
Kurtas
Kurtis
Knitted Churidar
Patiyala/ Dupatta set
Printed Dupatta
Printed Patiyala

Pricing
Kurtas:
Kurtis:
Knitted Churidar:
Patiyala/ Dupatta set:
Printed Dupatta:
Printed Patiyala:

Rs.699- 1499/Rs.599-799/Rs.499/Rs.799/Rs.499/Rs.599/-

Business Format

Exclusive Store ( Only Through Franchisee)

Shop in Shop
Distribution
E- Retail

EBO Requirements

Area: 300-500 sqft (Carpet) & above

Minimum 10 ft Frontage.
Ground Floor for High Street Locations
In Malls as per the zoning.

Franchise Investment Requirement

Space Require

300 500 sft(minimum)

Franchisee Fees

Rs.200,000/-(Non-Ref)

Store Interior

Approx Rs.2000/- per sft ( Franchise)

Investment against Stock

Rs.4000/- per sqft

Taxes , Transportaion, Oct

Company

Marketing

National Company
Local Sharing

Margin
Format
Margin
OPEX
Stock Correction
Taxes

SOR
25% Net During Fresh
15% During Sale
On franchisee
100%
Company

Margin
Format

Margin
OPEX
Stock Correction
Taxes

OUTRIGHT
35% Net
On franchisee
15%
Company

Current Business Partners

28+ Exclusive Stores across India. 26+ of them are franchisee
owned store & couting
27 SIS counters spread among Ethnicity & Maya Lifestyle.
E- Retail Partners myntra.com, jabong.com, flipcart.com.