Artificial Jewellery: A Small Scale Enterprise and Consumer Choice in India
Rupanagudi Unesha Fareq*
Dept. of Family Resource Management, College of Home Science, GB Pant University of Agriculture and Technology, Pantnagar, Uttarakhand (263 145), India
Seema Kwatra
Dept. of Family Resource Management, College of Home Science, GB Pant University of Agriculture and Technology, Pantnagar, Uttarakhand (263 145), India
DOI: NIL
Keywords: Artificial jewellery, Business models, Enterprise, Women
Abstract
Artificial jewellery as an enterprise in India is highly unorganized but still it has a huge potential simply because of the customers it caters to i.e., women. Rising prices of gold are forcing women to hold their desires back. Hence, there is an increasing trend towards artificial jewellery. There has been a growth in demand for artificial or imitation jewellery by 85% in India. India’s artificial or imitation jewellery business is seen to be one among the largest in the world which causes GDP at 5.9% in the Indian economy. It is projected to grow by rises and boundaries in the future. The jewellery market is now turning towards online selling gradually, expecting the customer’s inclination towards online shopping. Although the online jewellery market is not yet well-known, the advantages it offers will undoubtedly encourage jewellers to open an online store sooner or later.
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Reference
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