MUMBAI: Within a month of launching
India’s first jewellery shopping
channel, Gemporia TV, Jewel Alliance
Network Pvt Ltd, the equal joint
venture between Jaipur-based
jewellery manufacturer Pink City
Jewel House and UK-based Genuine
Gemstone Company, is now planning to
launch more “specialised channels” in
the jewellery space.
The JV had launched Gemporia TV on
23 September, which is currently
available on direct-to-home (DTH)
platforms Dish TV and Videocon d2h.
It expects to be on Tata Sky before
“We have formed a 50:50 JV with UK-
based Gemporia under the same brand.
In future, we want to have multiple
channels—a gold channel and a silver
channel,” Pink City Jewel House MD
Manuj Goyal told TelevisionPost.com.
The JV plans to invest Rs 60 crore (Rs
600 million) in its first year of
operation and is aiming to break-even
in one or two years.
Pink City Jewel House has been
manufacturing jewellery for Gemporia
for more than eight years. It is one
of the largest jewellery
manufacturers of Jaipur while
Genuine Gemstone Company is the
owner of Gemporia brand. It also owns
and operates jewellery channel Gems
The studio and warehouse of the
company are located in Jaipur.
Incidentally, the channel does not
have a licence of its own from the
Ministry of Information &
Broadcasting (MIB). It has an
agreement with Hyderabad-based
Travel Trendz channel, which went off
the air recently, to use its licence.
“In future, we will apply for our own
licence,” Goyal informed.
Gemporia TV will initially be available
on DTH platforms and select multi-
system operators (MSOs) in certain
cities. “We may go to cable on certain
selected metros. Our take is that if
you can’t afford DTH, then you are
possibly not able to afford our
jewellery,” Goyal added.
The channel will have content in
English and Hindi. It is largely
targeted at females but will also
offer products for males. It will have
Goyal believes that television as a
medium allows a very non-compelling,
low stress, no peer pressure
environment to buy jewellery. It also
allows the company to reach millions
of consumers directly without any
“If I had to reach 30 million homes
through retail, I would need at least
200 outlets across India. Our business
model is efficient and we will pass on
the benefits to customers,” he
Gemporia TV’s content is heavily
focused on education, something the
retail jewellers lack. “We are
disseminating a lot of knowledge
through our channel. Retail jewellers
are not able to manufacture jewellery
efficiently and are not able to
represent jewellery very well,” he
He also asserted that jewellery
products being showcased on the
channel are of international standard.
It is not offering imitation jewellery.
The gemstones are also being sourced
from the origin.
The channel is guaranteeing its
customers a 30-day unconditional
refund if they do not like the product.
The channel will have products ranging
from Rs 1,000 to Rs 20,000.
Gemporia TV also has a web presence
where consumers can buy products.
“We aim to be the largest retailer in
the Rs 1,000–20,000 range in the
next five years,” Goyal stated.http://www.televisionpost.com/television...ery-space/