An Awe-Inspiring Journey Straddling 182 Years
In keeping with the rich culture and traditions of India, P.N. Gadgil Jewellers has spread their wings far and wide. Their successful reach doesn’t stop within India but has moved into overseas markets. Saurabh Gadgil, Managing Director, PN Gadgil Jewellers Pvt Ltd, talks about the brand’s journey and outlook. Read on.
You have a presence almost in all parts of Maharashtra now. Does your strategy and approach change according to locations?
The core essence of the brand is always maintained regardless of the location. There is not much difference in our approach and strategy for stores within Maharashtra. However, we are looking at tapping the South segment soon and hence we shall have a flexible approach as the location demands. We understand customers’ mindset and ensure that their tastes and cultural values are reflected in our product designs, store designs and our brand communications.
How has your journey been from the unorganised market of Pune to the organised, well established sector?
When the brand was established in Pune first, it was an unorganised business, yet well handled. We have seen the growth and development of the market here and have also contributed to it in many ways. Over the years many things have changed around Pune and pan India. Many new jewellers have come to the fore which has made it move to the organised sector. With a better understanding of moulding ourselves with time we went on undertaking small steps to make our business and approach organised. Developments happened with time and with the changing demands of our consumers. Hence, few things like store ambience, product display and designs, colours and the aura in-store started playing a very important role. Like I said earlier, it is very important to know your client’s tastes and preferences. Not only should it reflect in your product but also in the store. P. N. Gadgil is a traditional brand but with time we like to keep changing and it clearly reflects in our store design and ambience. One needs to make sure that your clients are at ease and comfortable, while their shopping experience should be remarkable. As your products play a vital role to impress your consumers, similarly how you present them plays its unique role too.
PNG is seen having a good window display every season and for your campaigns. Does it help to attract your passerby consumer?
Yes, of course. That is the main reason we make sure that all our displays are changed with every different festival or occasion. We want to celebrate all the festivals with our customers. We want to communicate with them in all the pleasing ways and we want to invite them, greet them on every occasion. That’s how we speak to them. I have experienced that it does play an important role even if you have a stand-alone store, a store on a busy road or in the walking street markets. It has proved its value every time.
Do you have an in-house team that works on different aspects of visual merchandising?