Gitanjali seeks patents for 25 new diamond cuts  ( December '6,2003, HBL)

GITANJALI Group, a player in the diamond production and marketing business in India, has embarked upon a new strategy for product differentiation signifying a shift from the routine diamond polishing practice.

According to the company press release, the group has applied for patents for 25 new cuts that have been developed by its own R&D team.

The company's new thrust area for growth would be led by its focus on marketing these exquisite cuts, which are estimated to contribute significantly to its turnover.

The designers have taken over two years to produce these creations, and according to the company, it is impossible to duplicate them as the technology and tools are not available and even the concept behind them are unique to the skilled work of the company's designers.

Said Mr Adri Voorn, Director, Gitanjali Gems, "This patenting process has been path-breaking in the diamond industry. The production was possible with the combination of historical tools and technical knowledge, the essential parameters being maximum sparkle and look."

The cuts will be available from 0.05 carats to 2.00 carats in 25 differentiated designs, each crafted to perfection for optimal reflection and look.

The production capacity of these cuts is 500 stones per day. But, over time and with training, productivity can be increased to 2,000 stones per day.

An exclusive marketing program is also being developed wherein specially trained staff with brochures and programme back-up literature will pitch them as a customised value-added proposition for the buyer. This program has started and will cover the US, West Asia, Japan and Indian markets in 18 months.

The company proposes to have a uniform `one price' policy.

The cuts will also be branded and this procedure will start after the patenting process is over. Positioned as unique to a differentiated platform, they will cater to the value-added niche jewellery market worldwide.

Said Mr Mehul Choksi, Chairman, Gitanjali Group: "The products are distinct and have been created using generic roughs.However, the core lies in the technology, skill and the tools. The company is confident of the success of this new program and is targeting a growth of over 40 per cent in the next two years hoping that this will create a new paradigm for the diamond industry".