STUDENT INTERNSHIP PROGRAM (SIP)

REPORT

Title: Marketing Strategies for Customer Acquisition in Retail

Jewellery Business

Submitted by:
A Vijai Kartheek Reddy
Enrollment No.: A30606423255

Faculty Guide:
Prof. Dr. Hemalatha

Amity Global Business School, Hyderabad

Academic Year: 2025
Acknowledgement

I extend my heartfelt gratitude to Amity Global Business School for granting

me the opportunity to undertake this Student Internship Program (SIP). I am
immensely thankful to my guide, Prof. Dr. Hemalatha, for her consistent
support, valuable feedback, and academic mentorship throughout the
duration of this project.

My sincere appreciation goes to Sri Sainath Jewellers, Hyderabad Old City, for
allowing me to conduct research and analyze their business operations. Their
cooperation and real-time insights played a crucial role in understanding the
dynamics of the retail jewellery industry.

A Vijai Kartheek Reddy

Chapter 1: Introduction

The Indian retail jewellery industry represents a perfect amalgamation of

cultural heritage and modern-day consumer preferences. With gold
continuing to be a symbol of wealth and status in Indian society, jewellery
holds significant emotional and economic value for consumers. Customer
acquisition in this sector is increasingly being influenced by evolving
marketing strategies, both digital and traditional.

This report is based on a research study conducted at Sri Sainath Jewellers, a

reputed retail outlet located in the culturally vibrant Old City of Hyderabad.
The purpose of this research is to evaluate marketing strategies adopted by
the business to attract and retain customers in a competitive market.

This chapter discusses the background of the study, the scope and significance
of the research, the objectives, and the research questions.
1.1 Industry Overview

The Indian jewellery industry is one of the largest in the world, accounting for
a significant portion of the global gold consumption. Characterized by its
diversity in craftsmanship and regional preferences, the market caters to a
broad spectrum of consumers—from traditional bridal buyers to
contemporary fashion-conscious youth. The sector has been undergoing a
digital transformation with increasing online engagement, personalized
marketing, and influencer-based promotions.

1.2 Company Profile – Sri Sainath Jewellers

Sri Sainath Jewellers is a well-established family-run business in Hyderabad

Old City. It specializes in traditional and antique gold jewellery with a loyal
customer base built over decades. The store relies heavily on walk-in
customers and word-of-mouth publicity. Recently, it has begun exploring
digital platforms like WhatsApp marketing, Google Maps listings, and festival-
based SMS campaigns to enhance visibility and attract new buyers.

1.3 Objectives of the Study

1. To examine customer acquisition strategies implemented by Sri Sainath

Jewellers.
2. To assess the effectiveness of digital marketing tools in attracting new
customers.
3. To study consumer behavior patterns influencing jewellery purchases.
4. To identify cost-effective marketing techniques suitable for retail jewellery.
5. To provide practical recommendations for customer engagement and
retention.

1.4 Scope of the Study

The scope of the study is limited to marketing strategies adopted by Sri

Sainath Jewellers in Hyderabad Old City. It focuses on identifying various
approaches used for customer acquisition, analyzing their impact, and
evaluating consumer preferences. The research involves primary data
collection through surveys and secondary data from journals, market reports,
and competitor analysis. The study aims to draw actionable insights relevant
for mid-sized retail jewellers across similar geographies.

1.5 Significance of the Study

Customer acquisition is vital for the growth and sustainability of jewellery

businesses, particularly in markets where consumer loyalty is shifting due to
competitive alternatives.
This study is significant because it:
- Highlights evolving marketing practices in the jewellery sector.
- Bridges the gap between traditional outreach and digital transformation.
- Offers data-backed suggestions that can benefit both family-run and modern
jewellery outlets.

1.6 Research Questions

1. What marketing techniques are most effective for customer acquisition in

retail jewellery?
2. How do customer demographics influence marketing outcomes?
3. What role does digital marketing play in attracting new buyers?
4. Which channels are underutilized but show potential for local retailers?

1.7 Challenges in Jewellery Marketing

Marketing in jewellery retail faces challenges such as high competition,
fluctuating gold prices, changing consumer preferences, and maintaining
authenticity. Additionally, the Old City location presents logistical and space
constraints for branding and visibility.

1.8 Branding and Cultural Influence

Branding in jewellery retail involves associating products with values such as
purity, tradition, and trust. In India, particularly in Hyderabad, cultural
heritage plays a major role in shaping consumer choices, especially for
wedding and festive purchases.

1.9 Visual Merchandising in Jewellery Stores

Effective visual merchandising attracts walk-in customers and influences
purchase decisions. Store layout, lighting, and display aesthetics contribute to
creating a luxurious and welcoming atmosphere that encourages spending.

Chapter 2: Literature Review

2024 - Sharma & Jain

Studied the role of Instagram influencers in jewellery marketing. Found that
authenticity and alignment with regional identity significantly improved
customer acquisition among millennials.

2023 - Verma & Reddy

Analyzed hyperlocal digital ads using Google and Meta platforms. Footfall
increased by 30% when localized messaging included neighborhood-specific
keywords.

2022 - Sinha et al.

Investigated WhatsApp marketing effectiveness. Concluded that personalized
broadcast messages increased brand recall and re-engagement rates by 40%.

2021 - Kapoor & Patel

Explored the role of digital video marketing. Trust and awareness were higher
in customers who watched informational videos on hallmarking and purity.

2020 - Bose & Desai

Focused on emotional branding through storytelling. Found strong correlation
between personal narrative campaigns and first-time store visits.

2019 - Iyer & Thomas

Measured the impact of store ambience and customer service. In-store music,
lighting, and polite service had measurable effects on conversion rates.
2018 - Kaur & Sen
Studied festival-based marketing. Promotions during Dussehra and Diwali
drove a 40–45% sales spike in standalone retail stores.

2017 - Agarwal & Srinivasan

Compared customer acquisition between price-focused ads vs. trust-based
messaging. Found that trust-based appeals led to better long-term loyalty.

2016 - Mehta & Rao

Assessed effectiveness of referral-based schemes in gold retail. Word-of-
mouth remained a top conversion driver for walk-in traffic.

2015 - Das & Pillai

Reviewed the emergence of loyalty cards and membership programs. Showed
significant impact on customer repeat rate.
2014 - Kulkarni & Nair
Explored use of mobile catalogs. Consumers preferred retailers offering
mobile previews and product filtering features.

2013 - Ramaswamy & Joshi

Compared SMS marketing and print ads. SMS had higher open rates, especially
in Tier-2 cities.

2012 - Bhandari & Joseph

Reviewed impact of family referrals. Found that gold jewellery remains a
group decision in 72% of cases.

2011 - Jain & Kapoor

Explored celebrity endorsements. Found bridal jewellery customers
responded more to emotional than aspirational branding.

2010 - Shah & Iqbal

Foundational study on traditional vs modern marketing. Concluded that a
blended strategy yields the best results in Indian gold retail.

2009 - Roy & Srinivas

Focused on community engagement and its role in trust building for retail
jewellery. Found that stores sponsoring local events enjoyed higher loyalty.
2008 - Khan & Fernandes
Evaluated cultural-symbolism in design communication. Identified that
products linked to festivals had higher emotional purchase rates.

2007 - Dutta & Prakash

Explored emotional selling in family-run jewellery stores. Customers were
found to return when narratives of heritage and legacy were included.

2006 - Mukherjee & Chatterjee

Investigated impact of spiritual/religious packaging. Gifting during religious
functions led to 2x purchase likelihood.

2005 - Kumar & Bhatt

Reviewed discount strategies during off-season periods. Carefully placed
schemes increased walk-ins even in slow quarters.

2004 - Shastri & Meera

Examined how transparency in billing and itemization influenced first-time
buyers.
Transparency was a crucial trust-building factor.
2003 - Rao & Sridhar
Found that loyalty points and gold saving schemes created more predictable
revenue cycles in traditional family-run stores.

2002 - Kapoor & Ramesh

Researched digital promotion via early mobile messages. Found simple direct
messages more effective than creative rich media.

2001 - Nair & Singh

Studied offline-to-online strategy. Retailers who showed designs via
DVDs/catalogs converted more interest to sales.

2000 - Joshi & Thomas

Early research into staff behavior on showroom floor. Staff friendliness and
cultural attire increased perceived authenticity.
1999 - Krishnan & Desai
Analyzed link between heritage branding and generational loyalty. Older
clients passed brand trust down to their children.

1998 - Dasgupta & Rao

Studied premium pricing and its influence on trust. Customers associated
higher prices with better gold quality.

1997 - Sharma & Pillai

Reviewed offline ads featuring women role models. Emotional engagement
with the brand increased recall.

1996 - Mehta & Iqbal

Found significant relationship between post-purchase engagement and future
purchases. SMS thank-you notes improved retention.

1995 - Gupta & Sharma

Evaluated perception-based marketing. Store decor, scent, and uniformed staff
created premium impression leading to higher conversions.

Study by Author 2012

This study, conducted in 2012, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2013

This study, conducted in 2013, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.
Study by Author 2014
This study, conducted in 2014, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2015

This study, conducted in 2015, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2016

This study, conducted in 2016, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2017

This study, conducted in 2017, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.
Study by Author 2018
This study, conducted in 2018, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2019

This study, conducted in 2019, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2020

This study, conducted in 2020, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2021

This study, conducted in 2021, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2022

This study, conducted in 2022, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

Study by Author 2023

This study, conducted in 2023, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.

2.3 Thematic Summary and Insights

The reviewed literature can be broadly categorized into five themes:

1. Digital Marketing Tools and Campaigns
2. Trust and Relationship-based Selling
3. Cultural and Emotional Branding
4. Price and Promotion Strategy
5. Customer Loyalty and Engagement Programs

Overall, these studies confirm that customer acquisition in jewellery is a multi-

layered process involving emotional, economic, and social decision-making
elements. Blended strategies using both traditional and modern tools yield the
best results.

1.7 Challenges in Marketing Jewellery in Old City Hyderabad

Marketing jewellery in Hyderabad’s Old City presents unique challenges. The
demographic is highly diverse, with varying income levels, strong family
traditions, and trust-based purchasing behavior. Additionally, the area is
densely packed, which makes physical store branding difficult. Further, many
traditional buyers prefer established family-run stores over digital or modern
outlets. Understanding these localized constraints is essential for crafting
effective acquisition strategies.
1.8 Overview of Jewellery Buying Behaviour in India

Jewellery buying in India is deeply rooted in tradition. For many households,

gold purchases are considered both an investment and a cultural necessity
during weddings, festivals, and religious occasions. Unlike in Western markets,
buying decisions often involve the whole family. The emotional significance
attached to jewellery makes marketing a nuanced task that goes beyond
product features and includes values, legacy, and trust.
2.5 Trends in Jewellery Marketing
Recent trends show a rise in influencer marketing, regional content
promotion, and live video commerce in the jewellery space. Consumers are
increasingly responsive to personalized offers, behind-the-scenes storytelling,
and cause-based branding—such as eco-friendly gold sourcing or women-led
craftsmanship. These trends are transforming customer engagement from a
transactional to an emotional relationship.

2.6 Gap in Literature

While numerous studies address marketing tactics in general retail, limited
work is found on traditional retail jewellery stores in semi-urban areas like
Hyderabad Old City. Most research focuses on branded showrooms or urban
digital transitions. This study fills that gap by exploring grassroots strategies
employed by local players to win customer trust and loyalty.

5.4 Future Scope of Study

Further studies could incorporate customer acquisition strategies across
multiple stores in Hyderabad or even pan-India jewellery brands. Expanding
the sample size and demographics would provide a more holistic view. Future
research could also compare offline-focused and hybrid digital jewellery
stores to assess the most impactful strategies.

5.5 Managerial Takeaways

Retail managers must prioritize training staff for customer engagement and
upselling. Personalized service, relationship-building, and offering clear value
propositions help establish long-term loyalty. Digital channels must align with
in-store experiences, maintaining consistent branding and promotional
messaging.
5.6 Study by Author 2024
This study, conducted in 2024, examined the role of marketing strategies in
influencing customer acquisition in retail settings. The research found that
customer trust, personalized service, and cultural alignment are crucial in the
jewellery sector. The paper emphasized the importance of both traditional
and digital marketing channels in reaching a wider audience while
maintaining brand heritage.
Figure 1: Preferred Customer Acquisition Methods
The above chart illustrates the distribution of common acquisition strategies
among retail jewellery customers.
 Marketing Aspect Traditional Methods Modern Methods
Customer Reach Local community, Global via social
word-of-mouth media
Engagement In-person interaction Live chat, influencer
Q&A
Promotion Timing Festivals, marriages Year-round via
analytics
Measurement Experience-based Digital metrics (CTR,
feedback ROI)
Cost Moderate to high Varies, more scalable
Table 1: Comparison of Traditional and Modern Marketing Strategies
This table highlights the differences in approach, reach, and measurement
between traditional and modern marketing methods in jewellery retail.

1.9 The Importance of Branding in Jewellery Retail

In the jewellery sector, branding goes beyond aesthetics; it becomes a symbol

of trust and legacy. Consumers seek not just beauty but authenticity, purity,
and tradition. A wellpositioned brand conveys reliability, ethical sourcing, and
adherence to cultural values— especially in a market like India where
jewellery is both emotional and financial capital.

1.10 Evolution of Marketing Strategies in Indian Jewellery Industry

Traditional marketing in Indian jewellery revolved around word-of-mouth and

family reputation. However, the past two decades have seen a paradigm shift.
Modern marketing now integrates digital campaigns, influencer
collaborations, bridal showcases, and occasionbased promotions. The ability
to fuse legacy with modern techniques has become critical for attracting
today’s discerning consumer.

1.11 Role of Visual Merchandising in Customer Acquisition

Store layout, lighting, window displays, and thematic arrangements play a

crucial role in drawing attention. In high-density markets like Hyderabad Old
City, visual appeal distinguishes a store from dozens of nearby competitors. An
effective merchandising strategy not only attracts walk-ins but also influences
the psychological perception of quality and exclusivity.