THE INPLANT TRAINING REPORT ON

JOYALUKKAS INDIA PRIVATE LIMITED

Submitted by

ASHA J

Reg. no: 1825F0380

Under the guidance of

DR. PREETHA F. JAMES M.Sc., M.B.A., PGDAC., PhD.,

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE

AWARD OF DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

OF THE BHARATHIAR UNIVERSITY

2018 - 2021

DEPARTMENT OF BUSINESS MANAGEMENT

BISHOP APPASAMY COLLEGE OF ARTS AND SCIENCE

COIMBATORE- 641018.

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 Certificate

This is to certify that the Inplant training at “JOYLUKKAS INDIA PRIVATE LIMITED”
submitted to the Bharathiar University, for the fulfillment of the requirements for the award of
the DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION is done by ASHA J
during the period 2018 to 2021 of his/her study in the Department of Business Administration at
Bishop Appasamy College of Arts and Science, Coimbatore.

Dr. Preetha F. James Dr. V.Savitha

M.Sc., M.B.A., PGDAC., PhD., M.B.A., M.Phil., Ph.D., B.Th

GUIDE HEAD OF THE DEPARTMENT

PRINCIPAL

INTERNAL EXAMINER EXTERNAL EXAMINER

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 ACKNOWLEDGEMENT

I take immense pleasure in thanking our secretary MRS. MRINALINI R.DAVID,MA,

M.Phil., for providing the facility to carry out this inplant training.

My heart filled thanks to the principal DR.JEMIMAH WINSTON, M.Com, M.Phil, and Ph.D.
for supporting us to carry out this inplant training during this academic year..
.
I am deeply thankful to Dr. Savitha M.B.A., M.Ph.D., Ph.D., B.Th., Head of the
Department of Business Administration, for her constant encouragement and precious
guidance without which the training could not have been completed..

I extend my sincere thanks to Dr.Preetha F.James M.Sc., M.B.A., PGDAC., PhD., for
creating an opportunity and guiding throughout the training period with various inputs
and resources.

I also thank all the staff members of the department for their motivational and
suggestion

Finally I wish to express my thanks to my parents and friends for their strong and
insightful suggestion throughout the development of this project.

Declaration
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I hereby declare that the Inplant training at “JOYALUKKAS INDIA PRIVATE LIMITED”
submitted to the Bharathiar University, for the fulfillment of the requirements for the award of
the DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION is a record of original
work done by me during the period 2018 – 2021 under the Supervision and Guidance of Dr.
Preetha F. James M.Sc., M.B.A., PGDAC., PhD, of the Business Administration at Bishop
Appasamy College of Arts and Science, Coimbatore and the project has not formed the basis for
the award of any Degree / Diploma / Associate ship / Fellowship or other similar title to any
candidate of any University.

Place : Coimbatore

Date :

NAME OF THE STUDENT

ASHA. J

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 TABLE OF CONTENTS

CHAPTER TITLE PAGE.NO

S.NO
1 INTRODUCTION 06

2 INDUSTRY PROFILE 7-8

3 COMPANY PROFILE 9-11

4 PRODUCT PROFILE 12-17

5 ORGANIZATIONAL CHART ` 18

6 DEPARTMENTAL DETAILS 19-40

7 CONCLUSION 41

BIBLIOGRAPHY 42

Introduction

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Joyalukkas is an ISO certified Indian jewellery group based in Thrissur, Kerala and
Dubai, UEA. The company is named after Joyalukkas, the company’s chairman and
founder. Joyalukkas group has 160 showrooms across the globe.

Joyalukkas is one of the largest jewellery retail chains in the world which offers a
scintillating choice of over one million exquisitely designed jewellery in gold, diamond,
precious stone, platinum, polka and pearl. Designed by master craftsmen under the best
quality standards, every piece of jewellery is created to cater to the dreams and desires
of all jewellery lovers around the world. The Joyalukkas brand today has earned the tag
of the world’s favorite jeweler by ensuring the widest, best price, excellent service and
assurance.

The Joyalukkas group has rapidly expanded its foothold all over the globe since its
inception in 1987. The group has grown tremendously, with over 10 million customers,
employing a highly committed team of over 8000 employees across the countries.

The Joyalukkas group operations include jewellery, money exchange, fashion and skills
and mails. Joyalukkas India pvt.ltd has always believed that the people and the
community within which it operates are the cornerstone for its success and as such is
actively for its success and as such is actively involved in charity activities aimed at
social welfare.

Joyalukkas is today a trusted brand in India, UK, USA, Singapore, Malaysia, UEA,
Qatar, Kuwait, KSA, Bahrain and Oman. The brand is continuing to rapidly expand its
presence in more countries across the world to fulfill its vision of ornamenting the
world. The only jeweler to have awarded the super brand status in the UEA for eight
consecutive years from 2010. Joyalukkas group is a multibillion dollar conglomerate that
has various business interests, including jewellery, money exchange, fashion and skills
and malls. In a span of 30 years, the Joyalukkas group has become a global enterprise.

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Industry profile

Global scenario

The global market for gems and jewellery today is pegged at USA 85 billion with key
markets having registered an average compounded annual growth rate of 5 to 10 percent
in the last decade.

The global market for gold is estimated at 3300 tones. South Africa is the world’s largest
producer of gold, followed by U.S.A and Australia. Together, these countries account for
45 percent of the world’s total gold production. India is the largest consumer, followed by
the U.S.A. in the production of silver, the America have near monopoly Mexico, Peru
and the united states are the top three silver producing countries. Platinum is an extremely
rare precious metal. More than 90 percent of all platinum supplies come from south
Africa and Russia. With increased economic development, the demand for the metal has
grown at a faster pace than it is being mined. The united states is the world’s leading
consumer of platinum overall, while china has emerged as the leading consumer of
platinum jewellery.

Over the years global markets have been impacted by several developments like falling
trade barriers, increasing competition changing customer preferences and development in
technology in several areas. the global jewellery industry is being transformed by a few
key trends such as

 Increasing competition among top producing countries.

 emergence of different materials different alloys within gold, as well Anson gold
jewellery.
 emergence of new manufacturing techniques
 Requirement of stricter quality norms and hallmarking. in this context, India is fast
emerging as a leading destination for jewellery manufacturing in the world.

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Indian scenario

Precious metals and gemstones have been an integral part of the Indian civilization
throughout its recorded history. Gems and jewellery has been consumed by Indians foe
centuries for both their aesthetic as well as investment value. India has the distinction of
being the first country to introduce diamonds to the world. The country was also the first
to mine, cut, polish and trade in diamonds.

The Indian gems and jewellery industry can be classified into various sub segments for
diamonds, colored stones, gold and silver jewellery, pearls and others. However, the two
major industry segments in India are gold jewellery and diamonds. The Indian gems and
jewellery industry is one of the world’s most competitive markets due to the low cost of
production and highly skilled labor.

The industry is characterized by a significantly large organized sector, labor intensive

operations, high working capital and raw materials intensiveness, gold price volatility and
export orientation. The demand for gold and diamonds jewellery is driven by festivals,
weddings and gifts, the increasing affluence of the middle class population and the
increase in per capita on luxury items.

Though India plays a dominant role in the gems and jewellery industry in the terms of
processing and consumption, India role in mining gold and diamonds is amongst the
lowest in the world. Gold is imported from countries like Switzerland, south Africa,
Australia and the united Arab emirates, and rough diamonds are imported from Belgium,
the united kingdom, Israel and the united Arab emirates. There has been an impact on
the demand for gold due to the record high price of gold in the last couple of years,
but consumers have continued to demand the precious metal and there is an increased
investment related demand for gold. The key drivers for growth in the industry are
increasing disposable income, conscious marketing efforts, rising population with the urge
to spend on jewellery as a fashion accessory.

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Company profile

Joyallukas is a popular jewellery retail chain expanded its presence across India in the
past few years. today the jewellery retail chain has strongly marked its presence in the
states of Tamilnadu, Kerala, Karnataka and Andhra Pradesh is also present in the cities
of Mumbai, Pondicherry, gorgon. Joyallukas employs a highly committed and trained
team of over 2300 employees across its various locations in India. the success and
growth of Joyallukas has been driven by its growing customer base.

Joyallukas jewellery has won many awards and recognition for its excellent business
practices and skilled jewellery retailing. the most recent being the retail chain of the
year and best single store at the national jeweler award 2011 organized by all India
gems and jeweler trade federation, it has also been recognized for being the highest vat
paying jewellery group at the Kerala gem and jewellery show organized by the
department of industries and commerce, government of Kerala.

Joyallukas is renowned within the jewellery lovers for its choice, quality and service, and
value offering. it is one of the consistently growing jewellery retail chains in India with
plans to expand its presence all across India.

Joyallukas is currently operating 24 jeweler showrooms across India. plans to open an

additional 13 new showrooms are already in place, and Joyallukas to completed the
expansion plans by September 2013. Joyallukas showrooms offer a wide variety of jeweler
in gold, diamonds, pearl, platinum and precious stores. some of the Joyallukas
showrooms also features silver jeweler and silver items.

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The Joyallukas chain also includes wedding centers which offer a wide variety of
clothing and fashion accessories for weddings and regular use of ladies and gents and
kids. the wedding centers aim to offer an integrated shopping experience to shoppers,
where they can purchase jeweler, clothing and accessories for wedding and other
occasions from one single store. the Joyallukas wedding centers are located in Kerala and
is most popular in its respective locations.

Joyallukas group has always believed the people and the community within which operates
are the cornerstone for its success and as such is actively involved in activities across
various states in India. Joyallukas consistently undertakes various programmers to help
the needy and encourage cases that benefit the society. from building homes to helping
flood victims when they require financial assistance, the group has always believed in
being there when needed the most.

Background and history

Joyallukas followed in his visionary father’s footsteps and expanded the Joyallukas name
to a global level. his father Varghese alukkas has made Joyallukas and household name
in jewellery showroom way back in 1956 and since then Joyallukas has made Joyallukas
an household name in jeweler showroom in UEA in the year 1987.

Joyallukas success is the result of his forethought. in 1987 he flew to UEA to explore the
untapped market and little did he realize that he was going to change the way the world
looked at jewellery. he set up his first shop in Abu Dhabi followed by Dubai, Sarah, al
aim, and raps al-Kamiah. the expansion since then has continued to Europe in countries
like Us, Qatar, Oman, Bahrain and Kuwait.

Despite running a million dollar retail gold and diamond jewellery business halfway
across the world, Joyallukas wears his success lightly. he has his ear to the ground, his
finger on the pulse and his feet on the ground. the fact is Joyallukas got to where he is

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because he never compromised with its corporate values and strongly believed that
satisfied customers are the backbone of a company.

Joyallukas became the first jeweler in the middle east to be awarded both the ISO 9001
and ISO 14001 certification and to be recognized by the Dubai government with the
Dubai quality award under trade category in 2008.

Joyallukas revolutionized retail jewellery trade in India by introducing training programs

for its employees and also brought the concept of wedding centre within the jewellery
store. many a feathers are attached to the success hat of Joyallukas, including the
opening of the world’s largest showroom and the first diamond cave in Chennai, India,
considered the jewellery hub of India. the phenomenal success of this showroom and this
unique concept has proved his foresight and business acumen.

Vision

To become a global brand by ornamenting the world.

Mission

To improve and enrich lives everywhere by offering extraordinary lifestyle solutions

backed by incomparable value additions, adhering to globally approved processes and
norms and creating a successful value chain for our associates.

Objectives

 Plans to open more showrooms making it Asia’s largest chain of jewellery

showroom
 By the end of the decade, Joyalukkas is poised to be the world’s no.1 jewellery
chain

Goals

The primary goal of Joyalukkas is to ensure that every customer is 100% satisfied with
their Joyalukkas purchases.

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Product profile

Joyalukkas jewellery products consist of four product segments:

 Gold jewellery
 Diamond jewellery
 Platinum jewellery and jewellery made from other precious stones
 Silver jewellery

Gold jewellery

Gold is more than a precious metal in India culture and is truly entrenched in India’s
culture. For hundreds of years, gold has been an important part of the Indian society
and fused well into the psyche of an Indian. India is the largest consumer of world in the
world. The major countries which supply gold to India are Switzerland, south Africa,
Australia and the united Arab emirates. A majority of gold in India is sold in retail sales
and a small portions is held as reserves with the central government treasury.

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Joyallukas source Joyalukkas inventory of gold jewellery through the following routes

 Purchase of standard gold from bullion suppliers and converting

them into finished
 Jewellery through job work arrangements
 Purchase of finished gold jewellery from independent jewelers or
suppliers
 Purchase of old gold jewellery from customers and converting them
into finished jewellery through job work arrangements

Diamond jewellery

India is one of the leading diamond processors in the world. With the rise in gold
prices, consumers are turning to diamond studded jewellery which gives them a higher
perception of luxury and value. The craftsmanship and low cost of Indian diamond
processors has given a India a competitive edge in diamond cutting and polishing.
Joyallukas source inventory of diamonds jewellery through the followings routes

 Purchase of finished diamonds jewellery from independence jewellery or suppliers

 Job work arrangements for manufacture of diamond jewellery

The procedure followed for the sourcing of diamond jewellery is similar to that of gold
jewellery. We currently have four regional purchase divisions for the purchase of
diamond jewellery situated at Thrissur, Chennai, Hyderabad and Bangalore. Joyalukkas
have entered into supply agreements with some of their major suppliers of finished
diamond jewellery.

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Platinum jewellery and jewellery made from other precious stone

Joyalukkas source their inventory of jewellery made of platinum and other precious stone
completely through purchases of finished jewellery from independent jewellery or
suppliers. The procedure followed for the sourcing of jewellery made of platinum and
other precious stones is similar to that of gold and other jewellery products. Joyalukkas
currently have three regional purchase divisions for the purchase of jewellery made of
platinum and other phase precious stone. Joyallukas have entered into supply agreements
with some of their major supplies of jewellery made of other precious stone.

Silver jewellery

Along with gold Silver jewellery Gold, silver enjoys a special place in the psyche of the
Indian consumers and is considered the second best investment option in precious metal

Joyalukkas source their inventory of silver jewellery through the following routes

 Purchase of finished silver jewellery from independent jewelers suppliers

 Purchase of old silver jewellery from customers and converting them into finished
jewellery through job work arrangement

The procedure followed for the sourcing of silver jewellery is similar to that of gold
jewellery. Joyalukkas purchase division for the purchase of silver jewellery is currently
situated in Chennai.

Upon receipt of finished jewellery from job workers or independent jewelers. Joyalukkas
undertake the following measures, prior to final sale of jewellery products to end
customers

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Quality control

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Quality control involves physical verification and inspection of the finished jewellery
products and mechanized purity check of the finished products on a random basis. The
physical and mechanized verifications is to ascertain the craftsmanship, finishing and
purity of the jewellery products., apart from the regular quality control measures, finished
diamond jewellery products are tested on a four point scale: carat, color, cut and charity.

BIS hallmarking/IGI and PGI certification

Hallmarking is a gold purity assurance certification from certain agencies certified by the
bureau of Indian standards a central government authority. BIS is a recognized
certification authority in the gold jewellery industry. The hallmarking agencies test the
purity of gold contained in the finished gold jewellery products and certifies such
priority for each product. Joyalukkas company typically sells hallmarked gold jewellery
through its retail stores.

Diamond jewellery is certified by international gemological institute. The IGI certification is

purity assurance certifications. All diamond jewellery sold at Joyalukkas retail stores is
certified by IGI .

Joyalukkas platinum jewellery is certified by platinum guild international PGI. The PGI
certification is a purity assurance certification. All platinum jewellery sold at Joyalukkas
retail store is certified by PGI.

Further Joyalukkas obtain purity assurance certifications for Joyalukkas silver jewellery
products from certain outside agencies. The purity assurance certifications will specify the
purity of silver contained in the finished silver jewellery products.

Bar-coding

The hallmarked jewellery products are bar- coded by Joyalukkas Company. Bar-coding is a
process of categorizing, branding and pricing of the jewellery products, prior to

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distributing the finished jewellery products for sale in Joyalukkas retail stores. Bar-coding
provides the maximum price at which a finished jewellery products can be sold. Further,
bar-coding also enables the tracking of the finished jewellery products from the time of
bar-coding until the sale of the jewellery product by invoicing the bar-coded details.
Details such as gold content, item code, description of the item, weight, the name of the
supplier, brand name, price and stone value are typically included in the bar-coding of
the finished jewellery products. Bar-coding is carried out prior to distribution to
Joyalukkas retail stores.

Packaging

Joyalukkas package their jewellery products prior to their sale to their end-customer.
Joyalukkas packaging carries the Joyalukkas brand name and is carried out at Joyalukkas
retail stores.

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Organizational chart

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Departmental details

Human resource department

HR policies in the organization

Joyalukkas group is very famous in their HR activities. Human resource is the most important
part of every industry. A gathering of efficient employees is the base of every
organization. Without that the organization will struggle to survive. And of maintaining
existing and attracting employees good HR polices should be maintained in the company.

Recruitment

The recruitment policies of a company constitute its need for employees. Recruitment
helps a company to meet their human resource needs. It is very important to recruit quality
employees. For that a well prepared recruitment policy should be there for the company.

The policy should mention the questions like:

 What is the purpose of recruiting people?

 To which recruitment is made?
 What are the skills needed?
 What is the qualification needed?

Recruitment in Joyalukkas group is conducted on quarterly basis. The company will give
advertisements in newspapers and famous T.V channels. Then through normal recruitment

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procedures recruitment will be made. The rules and regulations of the company will be
announced only after the selection process.

Training and development

The training and development practices in Joyalukkas is very famous as it focuses at the
overall development of the employees. Initially the candidates will be given 3 days
training based on the general topic like about the company the products they are going
to deal with, sales techniques etc…and this will be done by experts from famous training
house. After the 3 days training the candidates will be posted to different sections. In
Joyalukkas the candidates or employees are given chance to work in all the departments,
candidate will get experience in sales while doing counter sales, they will get experience
as a cashier, later they will get experience in human resource department, accounts,
marketing etc… this type of training is only to make sure that they are capable of
becoming good future managers and should be capable of understand these functions as
a manager.

Salary

For fixing the salary the Joyalukkas group are using grade system within which
percentage is applied to calculate. The major grades are assistant managers, managers,
mall managers, functional heads etc… A percentage is fixed on this entire grade and on
basis of these percentages salary is fixed. Apart from salary commission will also enter
the package on the basis of different percentage.

The most attractive thing about Joyalukkas group is that they always try to promote
employee savings. Joyalukkas group in associations with life insurance corporation of
India is an appreciatable attempt, through this they try to promote savings to the
employees.

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Marketing department

Objectives

 Create effective campaign to ensure greater band visibility

 Ensure all advertisements and promotional activities load to be build up of
greater market share of the brand.
 Constant market analysis to ascertain market perception, change and
competitiveness
 Engage in brand building exercise

Marketing

Joyalukkas marketing initiatives include advertising through various media such as

television, radio, newspapers and magazines, interactive website, hoardings and display,
CCTV visual advertisements at prominent locations, advertisements in cinema halls, bus
terminals, railway stations and similar display.

Further Joyalukkas shall continue to consult external agencies on the optimum allocations
of Joyalukkas marketing resources by determining the appropriate media vehicle for
reaching out to Joyalukkas retail customers. Joyalukkas also have a professionally
composed jingle used for electronic advertisements and as a caller-tones. Joyalukkas
believe that effective marketing is an important investment in future revenue growth to

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improve Joyalukkas brand visibility to establish relationships with target markets and to
sell Joyalukkas products in a competitive cost effective manner.

Competition

Joyalukkas operate in highly competitive and fragmented markets, and competition in

these markets is based primarily on market trends and customers preferences. The
jewellery industry is still an unorganized sector in India and therefore Joyalukkas face
competition not only from other jewellery companies, but also from local jewelers and
craftsmen, which affects Joyalukkas business prospects and margins. The Indian retail
jewellery industry is highly fragmented and dominated by the organized sector, from
which the organized retail jewellery sector faces intense competition. The players in the
unorganized sector offer their products at highly competitive prices and many of them
are well established in their local sectors. Joyalukkas also compete against certain
organized national, regional and local players.

Job profile of a marketing manager

Promotions

 Introducing various promotions for increasing sales in gold and purchase.

 Joining hand with companies/brands for joint promotion
 Coordinating the press for media support
 Organizing events and lucky draws in connection with promotions.

Advertisements

 Handling all showroom advertisements in India

 Media planning
 Negotiations with all channels and publications
 All outdoor campaigns and advertisement like hoardings, sign boards, neon boards,
theatre advertisement, road shows etc…

Market survey

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  Period wise market about product and services
 Introducing new product to the market
 Comparative study of both competitors and ours

Roles and responsibilities

The marketing manager has overall responsibility for effectiveness of the department.

Packaging materials and promotional gifts

All packaging materials and promotional gifts are custom specific and are purchased
using purchase order.

Marketing activities

The marketing manager makes an annual plan for marketing activities to be undertaken
during the year considering the budget given by the finance department

The annual plan will be approved by the chairman and a copy of the same will be
given to the G.M and accounted department.

Every marketing activity detailed in the annual plan will be undertaken after receiving
the proposal from different advertising agencies.

A release order is prepared in triplicate to the best advertisements agency, based on their
work, cost timelines and reliability.

The release order will be approved by the G.M and copy will be forwarded to accounts
department.

On execution of the work order the marketing manager and his assistants monitor the
work executed in terms of print ,T.V, radio and outdoor advertisements for the quality
and also for the outcome.

Promotion activities
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The marketing manager proposes various promotions plans for the year and discusses
with the chairman and G.M. all the promotions has to be approved by the chairman.

After approval the marketing manager lists out various activities requires for executing
the promotions like government approval and permissions, advertisement material and
promotion gifts

A release order is made for the advertisements material and promotional gifts and the
necessary approval is taken from G.M.

Company promotion activities are initiated with the banks and other prominent companies
and proposal is made and submitted to G.M with a cost benefit analysis. On approval
from the G.M the co-promotion will be executed

All agency items and media release are communicated and approved through release
order while promotion gift items, prices are purchased through purchase order .

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Finance department

The five basic corporate finance functions are described as those functions related to:

1. Raising capital to support company operations and investments.

2. Selecting those projects based on risk and expected return that are the best use of
the company’s resources.
3. Management of company cash flow and balancing the ratio of debt and equity
financing to maximize company value
4. Management of risk exposure to maintain optimum risk return trade off that
maximizes shareholder value.

Several other functions are as follows:

 Preparation of budget appropriation of accounts, re-appropriations , surrender and

savings.
 Control of expenditure and ways and means position
 Audit
 Treasury administration
 Administration of taxes , sales tax, entertainment tax, luxury tax and entry tax etc.
 Service condition including freedom fighters pensions.
 Resource mobilization through loans, institutional finance, small savings, credit and
investments and public debt.
 Financial concurrence and advice

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  Complication of codes, rules and procedures concerning financial transactions and
having bearing on state finance and their implementations.
 Safety and investment of funds from consolidated funds, contingency fund and
public account. Contract recovery and refund of revenue etc.

Manufacturing department

Jewellery manufacture, diamond polishing and setting is a process that requires significant
skill. Although machines can perform some part of the work, the process is very labor
intensive.

India has well established capabilities in manufacturing handmade jewellery in traditional

as well as modern designs. Indian handmade jewellery has ethnic demand in various
geographies with a high Indian population like middle east, the us and Canada. With
traditional handmade jewellery, India has also progressed in using the latest technologies
in diamond processing and jewellery making. Many of India’s jewellery manufacturing
companies are now equipped with latest computer aided design or computer aided
manufacture system and other advanced software programs. The diamond processing
companies have modern equipments such as laser machines and semi- automatic bruiting
machines and auto planners. India also has an ample professionally workforce which is
well-versed to operate the latest equipment.

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  Purchase of standard gold from bullion suppliers and converting
them into finished Jewellery through job work arrangements
 Purchase of finished gold jewellery from independent jewelers or
suppliers
 Purchase of old gold jewellery from customers and converting them
into finished jewellery through job work arrangements

Extraction and refining

Gold is usually found in a pure state; however , it can also be extracted from silver,
copper , lead and zinc. Seawater can also contain gold, but in insufficient quantities to
profitably extracted—up to one-fortieth (1/40) of a grain of gold per ton of water. Gold is
generally found in two types of deposits: lode (vein) or placer deposits; the mining technique
used to extract the gold depends upon the type of deposit. Once extracted, the gold is refined
with one of four main processes: floatation, amalgamation, cyanidation, or carbon-in-pulp. Each
process relies on the initial grinding of the gold ore, and more than one process may be used on
the same batch of gold ore.

27
Gold is generally found in two types of deposits: lode (vein) or placer deposits. It is usually
extracted from lode deposits by drilling or blosting, whereas placer deposits require hydraulic
mining, dredging, or power shoveling. Once extracted, the gold ore is pulverized to prepare it for
refining

MINING

 1 In lode or vein deposits, the gold is mixed with another mineral, often quartz, in a vein
that has filled a split in the surrounding rocks. Gold is obtained from lode deposits by
drilling, blasting, or shoveling the surrounding rock.

Lode deposits often run deep underground. To mine underground, miners dig shafts into
the ground along the vein. Using picks and small explosives, they then remove the gold
ore from the surrounding rock. The gold ore is then gathered up and taken to a mill for
refinement.

 2 Placer deposits contain large pieces of gold ore (nuggets) and grains of gold that have
been washed downstream from a lode deposit and that are usually mixed with sand or
gravel. The three main methods used to mine placer deposits are hydraulic mining,
dredging, and power shoveling. All methods of placer deposit mining use gravity as the
basic sorting force.

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 In the first method, a machine called a "hydraulic giant" uses a high pressure stream of
water to knock the gold ore off of banks containing the ore. The gold ore is then washed
down into sluices or troughs that have grooves to catch the gold.

Dredging and power shoveling involve the same techniques but work with different size
buckets or shovels. In dredging, buckets on a conveyor line scoop sand, gravel, and gold
ore from the bottom of streams. In power shoveling, huge machines act like shovels and
scoop up large quantities of gold-bearing sand and gravel from stream beds.

Hydraulic mining and dredging are outlawed in many countries because they are
environmentally destructive to both land and streams.

Grinding

 3 Once the gold ore has been mined, it usually is washed and filtered at the mine as a
preliminary refinement technique. It is then shipped to mills, where it is first combined
with water and ground into smaller chunks. The resulting mixture is then further ground
in a ball mill—a rotating cylindrical vessel that uses steel balls to pulverize the ore.

Separating the gold from the ore

 4 The gold is then separated from the ore using one of several
methods. Floatation involves the separation of gold from its ore by using certain
chemicals and air. The finely ground ore is dumped into a solution that contains a

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frothing agent (which causes the water to foam), a collecting agent (which bonds onto the
gold, forming an oily film that sticks to air bubbles), and a mixture of organic chemicals
(which keep the other contaminants from also bonding to the air bubbles). The solution is
then aerated—air bubbles are blown in—and the gold attaches to the air bubbles. The
bubbles float to the top, and the gold is skimmed off.

Cyanidation also involves using chemicals to separate the gold from its contaminants. In
this process, the ground ore is placed in a tank containing a weak solution of cyanide.
Next, zinc is added to the tank, causing a chemical reaction in which the end result is the
precipitation (separation) of the gold from its ore. The gold precipitate is then separated
from the cyanide solution in a filter press. A similar method is amalgamation,  which uses
the same process with different chemicals. First, a solution carries the ground ore over
plates covered with mercury. The mercury attracts the gold, forming an alloy called
an amalgam.  The amalgam is then heated, causing the mercury to boil off as a gas and
leaving behind the gold. The mercury is collected, recycled and used again in the same
process.

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 The carbon-in-pulp method also uses cyanide, but utilizes carbon instead of zinc to
precipitate the gold. The first step is to mix the ground ore with water to form a pulp.
Next, cyanide is added to dissolve the gold, and then carbon is added to bond with the
gold. After the carbon particles are removed from the pulp, they are placed in a hot
caustic (corrosive) carbon solution, which separates the gold from the carbon.

Two other methods of gold refining are amalgamation and smelting. In amalgamation, the gold
ore is dissolved in solution and passed over mercury-covered plates to form a gold/mercury
amalgam. When the amalgam is heated, the mercury boils off as a gas and leaves behind the
gold. In smelting, the gold is heated with a chemical substance called "flux. The flux bonds with
the contaminants and floats on top of the gold. The flux-contaminant mixture (slag) is hauled
away, leaving a gold precipitate.

If the gold is still not pure enough, it can be smelted. Smelting involves heating the gold with a
chemical substance called  flux.  The flux bonds with the contaminants and floats on top of the
melted gold. The gold is then cooled and allowed to harden in molds, and the flux-contaminant
mixture (slag) is hauled away as a solid waste.

Joyalukkas place orders for the purchase of standard gold from gold suppliers or finished
goods jewellery from a large number of local independent jewellery manufactures based
on Joyalukkas requirements received from each of Joyalukkas retail stores, through

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Joyalukkas centralized purchase division having regional offices. The standard old is
converted into finished gold jewellery through job work arrangements with Joyalukkas
dedicated group of goldsmiths or job workers. Joyalukkas select the jewellery designs,
brand on market trends and Joyalukkas requirements in each of Joyalukkas retail stores,
or joyallukas obtain designs through leading design houses. The raw materials required
for the manufacture of gold jewellery products, such as, standard gold, copper and
colored stones are provided by us to the job workers, based on Joyalukkas requirements.
Joyalukkas have entered into agreements with major suppliers of bullion, such as, with
the bank of nova Scotia for stop purchase of bullion and also entered into supply
agreements with some of Joyalukkas major suppliers of finished jewellery and job
workers. Additionally, Joyalukkas procure old jewellery from Joyalukkas customers who
intend to exchange their old jewellery for new designs or against payment of cash.

Business development department

This department plays important strategic role in the company, because it can
substantiate, initiate and support projects which may include all other departments and
can improve company’s performance. Business development department supports and
guides companies strategic planning, influences short term and long term goal setting and
provides information foe effective decisions making in company management.

Objectives

 To enhance institutional sales progressively.

 Initiate co-branding activities to enhance the brand position of Joyalukkas
 Enhance customer relation and brand loyalty
 Constant market analysis to ascertain market perception, change, and
competitiveness

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Job profile of a business development manager

 Scan environment formulate long term forecasts.

 Initiate measures to build up/improve relations new / existing customers.
 Organize and implement various promotional activities
 Feedback to divisions.
 Monitoring and compiling data on product performance
 Systematic timely communication/ feedback to division on:
 Opportunities and threats in the environment
 Competition
 Product

Roles and responsibilities

The business development manager has the overall responsibility for the effectiveness of
the development

Customer complaint management system

Customer complaints are received through various channels:

 Showrooms
 Customer feedback
 Verbal
 Fax, e-mails

At showroom level, the complaints are resolved by the showroom manager. All written
complaints are recorded in the complaints feedback register by the customer relation
executive. These complaints are attended immediately. The customer is given a call within

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24 hours and a solution is found within 48 hours. The customers relation executive with
the head of the concerned department finds solution to the complaint.

Serious issues are brought to the attention of the GM. The remedial actions are taken for
each complaint recorded in the feedback register at the showroom

All complaints, the corrective and preventive actions taken shall be discussed during
management review meeting

Customer feedback

A framed statement kept in each showroom encouraging customers to provide feedback

through the customer feedback forms. A customer feedback form is kept at every order. The
customer relationship executive is assigned the duty for colleting the customer
suggestions who in turn gives his feedback to the manager for necessary action. The
customer relation executive analyses the feedback each week at the showroom.
Complaints received by mail or fax or phone at the corporate office are directed to the
concerned department and befitting solution is taken for the same.

Loyalty department

In today’s world customer service is paramount to success. Servicing it’s most valued
customers with attention and respect that they deserve can distinguish your products and
services from the competition

The relationship marketing and effective CRM will bring customers back repeatedly,
positively impact your bottom line and establish a strong team approach than you have
ever known before.

The goal, ultimately is to promote a conversation so satisfying for customers that it

moves their attention off price and on to added value.

Loyalty and promotion programs

Golden reward program

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This is a loyalty program of Joyalukkas company where the customer is offered a smart
card which offers the customer a wide range of benefits and privileges. To earn reward
points, the customer presents the card at the time of purchase at any of Joyalukkas
stores and receives points, which can later can be redeemed by the customer, against
future purchases at any of Joyalukkas stores. For every 10000 points, the customer will
be eligible for a discount of 1000.

B2B Program

B2B solution is a division of Joyalukkas company dedicate towards customized corporate

sales. Joyalukkas maintain corporate tie-ups with certain key corporate customers as part
of their b2b solutions program, for providing loyalty and retention related services.
Joyalukkas offer the customers or clients of their b2b corporate partners, discounts
vouchers or options to earn loyalty points based on various loyalty program including
credit and debit card usage or purchasing merchandise at various identified outlets in
India. Joyalukkas offer reward points against such purchases/usage in order to enable the
customers to earn points from purchases at the program partners outlets or stores and to
redeem such points on purchase of jewellery or textile products at Joyalukkas retail
outlets. Joyalukkas also offer certain customized gifting options for their corporate-
partners, based on their requirements. B2B is aimed at corporate clientele and with a
view of creating strong brand equity customer foot falls and revenues.

Annual clearance sales

Joyalukkas periodically evaluate the stock position of the textile division of their
company. Non-moving items or old stocks are identified and ear marked for discount
sales. Joyalukkas typically hold discount sales once a year.

Easy gold plan

Joyalukkas easy gold plan enables the purchase of jewellery by a customer based on
fixed monthly installment payments, starting from 500, for a specified period of time, for

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the purchase of gold or other jewellery products worth the total amount including a
certain bonus from the company, upon maturity of the plan at the then prevailing market
price. Under the plan, purchase of 22 or 24 carat gold coins or bars is not permitted.
Further, pre-payment of installments at one time and redemption thereafter on or before
the indicated day of maturity is not allowed. Purchases can be made only after 30 days
from the last installment paid under the plan. In case of default in payment of
installments, the eligibility for purchase is proportionately reduced. Late payments are
treated as defaults for that month and are taken into account in reducing the calculation
of bonus under the plan.

Information technology department

The management information service department provides a variety of services relating to

computer and telecommunication services, application software development, design and
production services and software training to all internal town client departments. The
management information system serves as an internal reposting unit of the organization.
The department is responsible to report in quantitative as well as qualitative terms and
has as extensive database of the existing organization activities. The MIS department is
an innovator in the field of information technology management, using a management
solution that maximize effectiveness and minimize cost. The MIS department also
consults with other departments to select analyze and select proper IT solutions for
specific applications provide internet access, computer training and support and mobile
computing solutions for town departments.

Administration

Top management

The top management is composed of the chairman, general manager and department
heads.

Top management responsibilities include:

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  Setting quality policy
 Establishment deployment and monitoring measurable quality objectives at relevant
functions and levels within the organization.
 Ensuring availability of resources identified in the processes for effective
implementation of QMS.
 Reviewing effectiveness of implementation and identifying area for improvement of
the QMS once in every six months during the management review.

Top management’s measurement for organization performance includes financial

performance process performance and assessment of satisfaction level of customers and
other interested parties and benchmarking.

Customer focus

Top management of Joyalukkas realizes that customer satisfaction is the ultimate goal;
customer satisfaction is an investment and will lead to growth of the organization.

The showroom sales personnel are in the front-line with walk in customers. They are
given appropriate training to ensure that the customer’s are determined and fulfilled in
all respects.

The marketing department identifies the general market perception about the organization
and its products or services and plans promotion activities in order to promote
organization and its product while creating the need in the market.

Management representative

The chairman has appointed the general manager or HR or internal auditor as the
management representative besides other representatives:

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 1. Ensure that processes of the QMS are established and maintain them on continual
basis to meet the goals of the company’s policy requirements and third party
registration requirements.
2. Reports to top management on the performance of the QMS through periodic
internal audit of the system as per annual audit schedule.
3. Promote awareness of customer requirements and the market needs throughout the
organization based on feedback from the marketing manager.

The internal auditor or HR has been assigned as the QMS coordinate to assist the MR
in the implementation and maintenance of the QMS.

Internal and external communication

Top management realizes the usefulness of internal and external communication process
to help the organization to achieve the quality objectives and participation of employees
in best practices. A documented procedure is established for effective internal and
external communication.

Internal communication Includes:

 Communication of policy, objective and arrangements for implementation of QMS

to employees.
 Communication regarding the current bullion rates.
 Communication regarding service related legal and regulatory requirements.
 Communication of customer requirement by the purchase or marketing manager or
business development manager.
 Service and product related communication takes place via exchange of experience
and internal meetings and in work groups.
 Employee suggestion scheme to nurture ideas of the employees for benefit of the
organization.

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  Press publications dealing with the organization activities are circulated through
notice boards, intranet and company website
 Employee news letter.

External communication includes

 Company brochure and website providing information about the organizations

activities
 Communication with regulatory bodies with updating regulatory requirements.
 Communication with legal authorizes in case of incidents and accidents.

SWOT analysis

Strengths

 High quality and purity

The success and growth of Joyalukkas has been driven by its unstringing
commitment to quality, a fact that has been widely recognized by its growing
customer base.
 Distribution network and retailing stores
It has a wide network of more showrooms across India
 Competitive prices
Joyalukkas follows competitive pricing strategies and adheres to provide quality
products at minimum cost.
 Brand leverage

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 Joyalukkas is a well established top brand in jewellery retail sector in India. This
brand name itself provides an additional leverage in their growth.
 ISO 9001 AND 14001
Joyalukkas is awarded with ISO 9001 AND 14001 for its quality in business
processes and products and also for its strong environment concerns and programs.

Weaknesses

 There may be conflicts of interest between them and certain of their promoter
group companies.
 As the major raw material requirements need to be imported, companies normally
stock huge quantities of inventory resulting high inventory carrying costs.
 Technology is less improved compared to china and Thailand’s company.

Opportunities

 New markets in Europe and last America

 Growing demand in south Asian and far east countries
 Industry moving from a phase of consolidation
 Expansion possibilities in lifestyle and luxury products in India like watches,
leather goods, platinum jewellery because increasing disposable income of people.

Threats

 International competition china, silence and Thailand’s entry in small diamond

jewellery
 Increase in the price of gold and diamonds
 Other local competition. According to the data 97% jewellery sales are by family
jewelers
 Threat from producing nation like S.A and Russia

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Conclusion

Joyalukkas was the first jewellery retail to be awarded the prestigious ISO 9001 and
14001 certification. Joyalukkas is named retail chain and is the first jeweler to win at
the Kerala trade awards, a government of Kerala initiative. Joyalukkas was recently
awarded the distinction of being a super brand in the U.A.E. it is its unique business
styles that made Joyalukkas the world’s favorite jeweler.

This organizational study of Joyalukkas India Ltd, helped me to get an awareness of the
functioning of the HR department, in the office and gave me an outlook of the various
modes of work being performed. The study has also helped me a real time exposure to
corporate office functioning thus helping me to relate with theoretical knowledge which I
had learned.

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Bibliography

Websites
 www.joyalukkas.com
 www.joyalukkas.in
 www.joyalukkasindia.comS

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