The Gitanjali Group is the country's biggest integrated jewellery maker and pioneer in branded jewellery; headed by Mehul Choksi. It had launched the brand   around a year ago. In due course of time it picked up another new brand ambassador in Sameera Reddy. This new line of gold CZ jewellery marks the company's foray into the cubic zirconia market which seemed to have paid off. Sameera is part of a long line of brand ambassadors for Gitanjali and the company seems to be collecting an army of brand ambassadors.

Last year, R K Menon, head, jewellery and retail division Gitanjali Lifestyle said, "Rivaaz, is a collection of 18K gold CZ jewellery launched to give the consumers an exciting and affordable choice within gold fully backed with all the assurance and legacy (of his company) In fact, Gitanjali has been responsible for launching the maximum number of brands for jewellery in the world such as Gili, Nakshatra, D'damas etc.

Sameera Reddy added that "As a woman I love wearing jewellery and am happy that Rivaaz is such gorgeous and affordable range available in a myriad of designs with both traditional and personal touch."

Currently, owing to the presence of all these brand ambassadors, Gitanjali has become associated with a lot of glamour and less with other parameters. This has helped the brands and the company as quality of gold ornaments is a given thing with Indian women that rely on purchasing of gold jewellery purely as a traditional habit and status symbol and less of an impulse purchase.

The company has positioned Rivaaz for its unique delicate and lightweight designs, stunning finish, high wearable quotient and very high value-for-money. According to the company Sameera Reddy was then chosen for mass appeal. She epitomizes a blend between modernity and tradition. Further, it launches brands just as NASA launches space shuttles. It is not content with creating great designs and to be known for its creativity. It wants to take the business to the next level of recognition by the customer.

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Posted by Amrith K.A on 11 May, 2009 5:55:05 PM IST #