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Gemporia TV owners bet big on TV, plan more channels in jewellery space

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 Diwali.

Manuj Goyal“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 TV.

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.

GemporiaGemporia 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 thematic programmes.

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 intermediary.

“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 stated.

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 noted.

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.

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