Shrenuj Group has five factories: three in Mumbai, one in Tel Aviv, specialised in fancy cuts, and the facility in Botswana. Shrenuj employs over 1,500 workers in its diamond manufacturing operations.
Stable, diversified rough diamond input requirements
Shrenuj manufactures across a full range of qualities. It receives supply from all the leading diamond producers and has been a DTC Sightholder since 1987. It receives a direct supply from DTC Botswana and has trading / sourcing operations in Antwerp and South Africa. A stable, diversified supply is crucial to Shrenuj’s business model, to meet downstream commitments, provide stability for manufacturing and justify long-term marketing investment.
Commitment to continuous improvement
Shrenuj identifies areas for improvement and learns from best practice by benchmarking across its factories and against competitors. By adopting an efficient and flexible production strategy, Shrenuj maximises utilisation and can adapt efficiently to shifts in supply or demand.
Supporting customers with targeted services
Shrenuj’s distribution focuses on building long-term supply relationships with retailers and jewellery manufacturers. Local market knowledge, marketing expertise and first-hand understanding of retail make Shrenuj an ideal partner for these customers.
Growing, integrated infrastructure
Shrenuj has large-scale jewellery manufacturing operations, equipped to worldclass standards, with the group’s total jewellery manufacturing workforce over 1,700. Together, the group’s in-house and contractor operations provide the capacity to produce over one million pieces per year.
Technical proficiency drives quality production
The principles of continuous improvement and flexible production techniques allow Shrenuj to bring new designs to market rapidly, minimise stock and achieve superior quality more efficiently than its competitors.
Award-winning design capability
Shrenuj has product development teams in India, the US, Hong Kong and Germany, supported by front-end local design teams in each of its consumer markets. This enables it to create exciting and innovative designs with local market appeal. Shrenuj’s design capabilities have won numerous international industry awards. The new jewellery factory in Botswana enjoys the benefits of rich experience that the group has gained in its global operations over the past many decades.
Locally appealing branding programmes Shrenuj distributes its jewellery products to independent retailers and chains around the world. An increasing proportion of its production is distributed through branding programmes that are specific to local markets. These brands enable retailers to move away from price promotion by offering engaging and emotionally appealing marketing. Shrenuj operates 14 programmes in 10 countries, including Caro74 and Valina in US, Fiana in France, Arisia, Sveni and Bhavya in India, Amante88 in Hong Kong, MasterCut and Syntilla in Australia. Shrenuj has created a unique collection, “Zanzoth”, using Botswana diamonds that are set in jewellery within Botswana.
Strategic downstream business evolution
In 2003, Shrenuj entered diamond jewellery retailing. This was a natural progression from its branding programmes, and provided complete control over every step of the pipeline through to the consumer. Shrenuj has focussed its retail expansion plans on regions with the greatest strategic potential. India, the Middle East and China offer the opportunities greatest growth potential, maximising return on investment. They enable Shrenuj to build on existing operational presence and market knowledge.
Joliesse is strategically positioned for Chinese growth
Shrenuj acquired Hong Kong retailer Daily Jewellery (now ‘Joliesse’) in 2003. Shrenuj transformed the Joliesse operations into a highquality fashion brand through a complete rebranding and store refurbishment programme. It shifted its clientele to a less price-conscious and more fashion-conscious consumer. Joliesse currently has ten stores in Hong Kong, with plans for a further two in the next year. Shrenuj is also planning to open its first Joliesse store in mainland China. The brand has achieved wide recognition and credibility in Hong Kong, the regional trend-setting market, which will enable it to effectively catalyse growth in China.
Diti is fast-gaining wide retail coverage across India
Shrenuj’s second retail operation, ‘Diti’, is a chain of shop-in-shop retail outlets in India. It was launched in 2007. The first phase of Diti outlets are shop-inshops, located in luxury lifestyle stores. Shrenuj plans to increase the penetration of Diti to top 29 cities across India with 170 points of sales by March 2013. The products of Diti are positioned as affordable luxury products. The product range comprises mid-priced exclusive studded gold and platinum jewellery. This approach appeals to upwardly mobile middleclass Indian consumer purchasing habits and enables it to rapidly build scale.
Shrenuj has decided to make Botswana, its second corporate home. It is committed to be a profitable, innovative and responsible corporate citizen of Botswana, becoming a role model for others in the industry.
Expansion plans to fully integrate operations in Botswana have already been approved and it is expected that local participation in ownership will become a reality in the longer term. Supporting these projects Shrenuj Botswana incorporate a set of values aligned to Vision 2016. These will form the framework around which the business will be managed and at the heart will be its Corporate Social Responsibility programme which serves as a reminder that all Botswana citizens have a role to play in society and all are capable of undertaking new skills some of which will add value to the countries highly valued raw product.