Talking about the latest collection, Shailesh Sangani, managing director ofGitanjali Jewels, says, "Agni derives its inspiration from the very spiritof the fire that is within a woman. It is an expression of the passion,desire and unequalled strength that she stands for. Fire finds variousconnotations in the rich culture and heritage of India. It is an icon oftogetherness that bonds two souls in the sacred institution of marriage."It is these bonds of togetherness that have evolved the basic idea behindthe Agni collection. Scintillating diamonds are held together in unusualdesigns in pendants, earrings and rings. Contemporary, creative andextremely Indian, the designs are in keeping with the Gili line ofjewellery.

Introduced in 1995, the Gili range was launched as more `wearable'jewellery, as opposed to the kind you stored in your `locker'. "We wantedthe college going generation and office-goers to be able to wear ourjewellery without constantly worrying about its safety," says Sangani.Gili's research, aimed at finding out the level of acceptance for 18 caratdiamond and coloured stone studded jewellery, revealed there was aremarkable gap in the Rs 2,000-10,000 bracket. Gitanjali Jewels was targetedat capturing this market. Today, Gili offers 18-karat plain and diamond studjewellery, which is suitable for daily wear.

"Gili's principal target audience is the upwardly mobile younger generationwoman, with an independent mind, who needs variety in her jewellerycollection to suit different occasions. This was an entirely new conceptbecause jewellery has traditionally been an investment rather than a fashionstatement," Sangani says.

The latest collection, Agni, comprises of diamond clusters set in yellowgold, to ignite the fire, and in white gold, for a subdued effect. Thisrange is targetted at the young working woman.In keeping with the changingtrends in the market and in order to increase its own brand equity, Giliplans to launch new new ranges of jewellery every two months, all aimed atthe high-end market. The new ranges will be a combination of ad hoc piecesas well as sets and will comprise variations in diamonds and colouredstones. Earlier this year, Gili launched Gili Plus, a premium range ofdiamond studded jewellery priced upwards of Rs 20,000. Apart from the newranges, Gili will also launch new products that will be customised aroundfestivals such as Rakhi, Diwali and Valentine's Day. This massive expansionexercise is being done on an investment of almost Rs 10 million.

This year, the company expects its turnover to touch Rs 100 crore. "Today,we can think about selling to markets of one-i.e. each person's individualneeds can be captured. Mass customisation has become possible. The trick isto define expectations and then to exceed them," adds Sangani.