US-based direct selling beauty company Avon has stepped up its jewellery offerings, including a large range of global collections, in India. The company aims to be among the top five fashion jewellery brands over next five years. Avon's jewellery business has seen growth of more than 100 per cent over the last two years.
Hemant Singh, managing director, Avon Beauty Products India, said, “There is a lack of good international designs in India. People don't have many options in the branded fashion jewellery market. They want good designs with standard quality plating. We are meeting these needs by offering jewellery with standard plating and designs that are international in nature.” The prices of Avon's jewellery range from Rs 399 to Rs 2,000.
Avon aims to sell about 1,000 odd product units by the end of this year. The company expects 100 per cent growth in 2012. Since 2010, the company has opened six Avon beauty zones across cities like Delhi, Mumbai, Kolkata, Bangalore, Chennai and Chandigarh. These are aimed at offering customers firsthand product experience. Singh says, “This is to create the desired pull for our products. We do not sell our products over the counter here.” By the end of 2011, the company plans to launch six more 'zones' in Hyderabad, Ludhiana, Ahmedabad, Pune, Amritsar and Lucknow.
Avon is also considering an advertisement campaign in television and print media next year to promote its jewellery. This year, the company would showcase its designs at select fashion shows Mumbai, Delhi, Kolkata Bangalore and Chandigarh. The company would also add more products in its jewellery business. Avon has a total of 200 designs this year, compared with 130 last year. It plans to increase the number of designs to 250 by 2012.
Last year, Avon had showcased international designs at various fashion shows in India. In August, it had launched its exclusive festive range, the 'Indian Diva Collection', designed by award-winning designer, Shaill Jhaveri.
Avon also plans to work with Indian designers. Singh added, “Today, the fashion jewellery market is worth Rs 15,000 crore, and it is growing more than 20 per cent every year. We want to be a key player in this growing market. Tying up with Indian designers would enable us to create jewellery that would appeal to Indian consumers.”
The jewellery business contributes about 18 per cent to the company's total turnover in India. “By 2015, we want this contribution to rise up to 25 per cent”, Singh said. Avon has operations in 100 countries. Its unit in India has seen the fastest growing globally. The company also plans to enter the nutrition segment in India next year.
