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Birth of Lamha – unforgettable moment

Lamha - unforgettable moment Life. A journey of events and occasions. Everyday moments, unique moments, once-in-a-lifetime moments. Significant to you and made special by their exclusiveness to you, and your loved ones. It could be the day you started your first job. Perhaps the day you were first promoted. It could be to show your parents how much you care. It could be to say ‘I love you’ to the special person in your life. It could be a celebration of your first-born. And it could be for no reason at all. Moments of love, moments of delight, moments of tenderness, moments of pride, moments of passion, moments of kindness. Each one of us has our share of such unforgettable moments. Moments captured forever in the minds and hearts of people who care and want to make every moment special. Moments captured forever in Lamha, the eternal symbol of love, passion, care and every other human emotion.

Lamha of Eternal and pure love

Lamha comes from the stable of JB Brothers. Since 1983, JB Brothers have been pioneering growth in the diamond manufacturing Industry. They have over 24 yrs of experience in cutting and polishing the best of diamonds and are known for their expertise, honesty and quality of their diamonds. The finest quality of rough diamonds obtained by us from various countries is transformed into vibrant and fire releasing finished products by our artisans. We manufacture 0.30 carats to10 carats, specializing 0.50 carats to 3 carats, D to N and some Fancy colors with IF to I2 Clarity in Round and all Fancy shapes. We deal in natural non-conflict diamonds. We cater to our domestic as well international clients from our offices in India, Belgium, USA, Canada & South Africa. Where does Lamha come from?

The group has manufacturing locations based in Surat ( Ahmedabad ( India) and South Africa comprising of a strong work force of 1560 employees . Equipped with state of art technology, these units are in position to continuously perk up quality and supply of polished diamonds and at the same time ensure evenness of its supplies. In addition we have several of our own grading parameters to help our customer almost exactly visualize the final diamond. More than 35% of our sales are online which shows confidence of our customers in our diamonds, consistent quality and in our online trading system. Where does Lamha come from?

Achievements – J B & Brothers “ J.B. & Brothers” received prestigious award for the export performance in Cut & Polished Diamonds - Non-DTC category from The Gem & Jewellery Export Promotion Council, India from last FIVE consecutive years. We are ISO 9002 certified company “ JGS” – Our proprietary grading system One of the limited companies to set up our own manufacturing factory. Recently we have again received award for FIRST RANK for the Highest Export Performance in 2006-07 in Non-DTC category. One of the fastest growing companies in our line of business and this sector.

What is B2C E-commerce retail website? B2C stand for Business To Consumer . This means doing business directly with the end user. This is a successful model which now operates in the United States and other parts of the world. This is a platform to sell jewelry online i.e. using the internet as a medium to sell diamond and diamond jewelry and other products. When we say online B2C retail website we intent to have customers and consumers to come online and buy loose diamond and diamond Jewelry on our website.

U.S. U.K. Turkey China Japan Italy Middle East India RoW CHANGES IN RETAIL JEWELRY SALES IN KEY MARKETS (USD billion) 2005 2010 2015

Global & Indian Breakup Of E-commerce Jewelry Industry Global India

Why E-Commerce website in India E-commerce has a firm hold in India and is set to skyrocket by the end of financial year. Last year, Indian shoppers spent an estimated $565million(Rs.2,300 crore) online according to the Internet and Mobile Association of India (IAMAI), a market research outfit The Associate Chamber of Commerce & Industry of India (ASSOCHAM), an influential industry group , says this figure is also expected to skyrocket 139 per cent to $1.35billion (Rs.5,500 crore) in 2007-08. In India, the retail sector will grow faster than the fastest growing sectors in the country. By the year 2010, there will be 600-odd malls, constituting nearly 10 per cent of total retail sales. Cumulative retail space will grow to 100 million square feet with sales of $34.2 billion. We are third Biggest card users online by percentage. In the survey, as many as 84 per cent of online shoppers from India said they have used credit cards for such transactions, next only to 91 per cent in Turkey and 86 per cent in Ireland.

The sale of diamond jewelry in India has been increasing at a rapid pace of 25% every year over the last two years. The branded jewelry segment has shown an astonishing trend, increasing by 50% each year. Banded jewelry is making the consumption of diamond jewelry grow. If the Indian diamond and jewelry industry is successful in branding even 30% of this sector, exports from India will increase further and India would become a major brand leader for diamond jewelry . India does not yet have even the remotest shadow of any operation like Tiffany or Cartier. These concepts make full use of the latest internet technologies. Our research indicates India is at the nexus to take full advantage of them as the number of individuals who appreciate and understand the value of buying online is increasing rapidly. Why E-Commerce website in India

Growth projections of E-commerce in India

INDIAN RETAIL LANDSCAPE Traditionally dominated by small scale local players is rapidly moving towards greater organization as retail channels mature and obtain greater penetration across the country. Retail organization will enhance the sales of jeweler in India. World jewelry sales will be positively impacted because of this change. The increasing levels of consumer sophistication, both in terms of design & product demand as well as a general orientation towards gemstone certification jewellery hallmarking Experimentation with new retail formats. Increased emphasis on branding and marketing Value addition in jewellery will increase due to penetration of brands

CHANGING TRENDS IN THE INDIAN RETAIL MARKET Jewelry is being sold at a fixed price basis (maximum retail price) by branded players. Jewelry largely sold on the basis of prevailing gold price per gram with additional mark-ups for making charges and profit margins. Introduction of objective means of quality measurements through certification and guarantees. Reliance on local jeweler’s reputation / trust in local jeweler’s stated karatage. Growing interest in white gold and newer precious metals such as platinum, diamond studded jewelry is also generating significant interest across the country. Predominantly ‘gold-based’ jewelry (particularly yellow gold) Demand for fashionable, lightweight and innovative designs. Traditional and ethnic designs. Growing interest in brands which personify quality and trust. Dependence on the family jeweler in the locality. Acceptance of jewelry of lower karatage, particularly in studded jewelry. 22 karat jewelry Wearability and gifting dimensions are distributing demand throughout the year. Marriage and festival season are peak seasons. Wearable’ jewelry as a fashion accessory and gifting. Jewelry considered an investment, particularly gold jewelry EMERGING TREND TRADITIONAL PRACTICE

√ Established Presence √ Emerging Centre / Markets GEMS & JEWELRY VALUE CHAIN - INDIA’S PRESENCE √ √ √ Others √ √ Platinum √ √ Gold √ √ √ Diamond Consumption Fabrication Processing Mining

Age – Usage 58% Audience is aged between 21 - 35 4% 5% 23% 35% 23% 6% 4% 0-10 '11-15 16-20 21-25 26-35 36-45 46+

Education – Usage 64% Audience is Graduate / Post Graduate 4% 32% 40% 24% Below SSC Undergrad Grad/PG (Gen) Grad/PG (Prof)

City wise Break-up 77% Audience is from Top 8 Cities

Buying Preferences Diamond emerges as the most wanted jewelry type. Gold follows as the second preference. This is significantly different from last quarter’s preferences where Gold had emerged as the top choice by a big margin. Mid range is the most preferred price range, followed by premium.

Top Preferences by Occupation (Product Type Likely to Buy )

Top Preferences by Occupation (Price Range Likely to Buy )

What does Lamha do? We give you a wide range of loose solitaire diamonds and diamond jewellery, with pieces so unique, that you can design them yourself Guarantee Customer will get guarantee exactly what they order. Certification We provide diamond certification for our diamonds from world reputed diamonds laboratories to customers. Timeliness Customer will save their time while visiting Lamha website instead of wasting time on traditional store which have less number of selection.

Broad Selection. Customers will get benefited from the wider range of product available on website which enable broad selection of diamond jewellery of their choice. Quality product Customer will get assurance that they are buying quality diamond jewellery from Lamha website. Detailed Information Lamha website provides in-depth information about each and every diamond and diamond jewellery listed on the website so that customer get informed exactly what they need and what they are purchasing. Education about diamonds Customer will get educated about the diamond so that they gain confidence about what they are buying… What does Lamha do?

Cost effective Customer will also have option to purchase diamond jewellery as according to their budget. Ability to easy customization Customer can customize their own diamond jewellery. They can select various design available on our website and also they can design by their own using design tools available in website to design a jewellery. Effective product presentation We provide 3D presentation of diamond jewellery which will help customer to visualize it exactly. Online tracking of order Customer can track their order online anytime 24x7 all round the clock. What does Lamha do?

Hassle free procedure-peace of mind Lamha website is user friendly website which has very simplified procedure staring from selection of diamond jewellery till receive the order Knowledgeable Customer Support We have very knowledgeable customer support team available 24x7 all round the clock which will help the customers and resolve their query. Free Shipping Shipping is free of cost to our Lamha customers. 30-day Return Guarantee. We provide return guarantee to our customers within 30 days return policy. What does Lamha do?

Brand About TG Perceived Status Positioning Gili Everyday jewellery Contemporary Indian woman Regular Branded trustworthy delicate jewellery D’damas Contemporary Young Indian woman Regular Designs for every occasion Nakshatra Traditional with contemporary Contemporary woman Mid-premium New with the traditional, celebrating the Indian woman Asmi Workwear collection Independent woman Premium For the woman who believes in herself Tanishq Daily diamonds Working women Regular Purity Orra Elaborate The stylish and international woman Premium Making a statement Kiah Sangini Solitaires Gifting to the woman The woman who has achieved The woman who is loved Premium Regular Celebrating the woman Making the wife feel loved

The existing gap Talking to men All That she wants - Men Lamha is for the man who doesn’t like to shop offline or who doesn’t have the time. The man who wants to surprise his loved one by gifting her that special jewelry she always wanted.

85% of online shoppers are male Men look for convenience and prefer a simpler way of doing something Expected market size of male online shopper in the age group of 36-45 by 2007-2008 is 15.3 million Men in the specified age group do not have enough time to go out and shop and therefore online would provide that benefit Gifting would involve some sense of secrecy thereby making them feel secured Let us look at some facts

What makes Lamha different? Unmatched range of diamonds. It allow you to express your love by customizing and finding that one diamond that says all that you want to.. and more It caters to the following needs of human behavior Functional – Basic Necessities Emotional – Lifestyle Products Sensory – Personal Care Expressive – Fashion Products A product for every occation. An option where you don’t have to compromise on your preferance

Our brand would help the man buy, exactly what she wants, with ease Range/customization Site: helping, educating

Target Groups Primary Secondary 30-45 yrs Income of 20-40L pa Wishes to gift a diamond to wife or daughter Mostly ritual or occasion based, or as a form of expression A man who subtly states his status and is not a show off 25-30 yrs Income of 8-20L Wishes to gift to his girlfriend/fiancée/spouse or mother even Mostly as a symbol of affection/romance The communication is to be aimed largely at men for women

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