Case Study of Kalyan Jewellers - Brand Perception Mapping Towards Disruptive Innovation in Jewellery Segment

This case study examines Kalyan Jewellers' brand perception mapping in the context of its journey towards disruptive innovation within the jewelry segment. Tracing its roots back to T.S. Kalyanarama Iyer's pioneering endeavors in Kerala's textile industry in 1908, the company's evolution through subsequent generations is explored, notably T.K. Seetharama Iyer's contributions in modernizing textile showrooms. In 1993, Kalyan Jewellers emerged with the inauguration of its first store in Thrissur, Kerala, India under the visionary leadership of Mr. T. S. Kalyanaraman. Currently 154 showrooms across the Middle East and India, Kalyan Jewellers stands at a transformative crossroads, poised to redefine its brand perception through innovative approaches in the jewelry market. Through a comprehensive literature review, key findings and insights are synthesized to inform strategic recommendations for Kalyan Jewellers to enhance its relevance, engagement, and competitive edge.