Scaling new heights

Through hard work and sheer dedication, Kisna has made a space for itself in the industry. The Retail Jeweller brings to you the transformation story of the company into a pan India brand with its products distributed across the country.

–Manoj Chakraborty

Starting in 1992 from a small diamond cutting and polishing unit in Surat with a few machines and employees and later expanding to Mumbai, Hari Krishna (HK) Jewels Pvt Ltd has come a long way. The company grew, strength to strength, over the next decade and in 2005 launched its jewellery brand, Kisna. Today, it is the largest distributed diamond jewellery brand in India, available in over 3420 jewellery outlets across the country. Kisna offers a wide range of rings, earrings, pendants, necklaces, bangles, bracelets and nose pins.

Speaking more about the brand, Parag Shah, CEO, HK Jewels Pvt Ltd said, “Our entire business is based on relationships. From mines to market as the saying goes, we are all part of a value chain and our individual success is all interlinked. Hence offering excellence in service is paramount. Being the face of the brand or business, retailers often require customization, repairs, exchange, returns, etc. Thus it is necessary to partner with a company that is not only able to meet such requirements, but also have quick turnaround times and stocks required for order fulfilment, but also a relationship wherein they can guide and make recommendations to boost retail sales.”

Quality service with affordable rates

Commenting on the 4 successful years, Dipanshu Bansal, Owner, Bansal Jewellers, Rudrapur spent with the brand he said, “Before I start working with Kisna, we used to work with several other brands but now we only work with them. The good thing which attracted me towards them was their costing and designs. You will get a diamond ring from Kisna in a very competitive rate which a middle-class person can easily afford. Many of my customers who previously used to buy gold jewellery from me have shifted to diamonds because of Kisna. Their daily wear and lightweight jewellery are very popular amongst my customers.”

Echoing the same views, Nisheeth Nayar, Director, Chandrani Pearls Pvt Ltd, Kolkata who is a year old client of Kisna feels that there is no one currently in the market like Kisna who can offer quality products at an affordable price.

Their collections of nose rings and ladies rings are quite popular with my customers. Although we get new catalogues from them every two months, we don’t change our collections much which are popular in the market. I had kept earrings and rings of their rose gold collection which were fast-moving, Nayar said.

Timely delivery of the orders

Dipanshu has been keeping Kisna’s rings, tops, mangalsutras from a long time and according to him, rings are the best selling. Apart from costing they have an edge over other companies because of their timely and efficient service. If they have committed delivering the order in a week then they will fulfil that commitment. After dealing with so many brands in over the years I have not seen a better finished and lightweight product other than Kisna, he adds.

Another young client, Aslam Khan, Managing Director, Royal Gems and Jewellers is impressed with the timely delivery service of Kisna.  “Kisna normally takes 10-12 days to deliver a product which is quite remarkable in this field. It’s been a year since I have been dealing with them but I have never received any late delivery of ordered items,” Aslam said.

Aslam also praised the buyback policy and return policy of Kisna. As per Aslam, Kisna offers the best buyback and return policy in comparison to other big retail brands.

Explaining further the return policy, Aslam said that tomorrow if a customer bought diamond jewellery of Kisna worth Rs 10000 from him and after some time he wants to resale it then only Rs 1000 as nominal charges will be deducted.  Big retail brands usually cut between Rs 4000-5000 for the same deal. Their services and products are consumer-centric so the customers feel safe. Aslam doesn’t think there is any other company in the market who can compete with Kisna in their product quality. Whatever Kisna is offering is beyond any company’s thinking.

Pankaj Bhimjibhai Paida, Proprietor, Pankaj Jewellers, Baroda has been working with Kisna brand from 8 years. Till date, he has not faced a single issue with the brand. Pankaj feels that there is no one in the market like Kisna in branded diamond jewellery.

“In the last 8 years many companies have come and gone but I don’t think that there is anyone like Kisna. The brand has grown from strength to strength and it’s a privilege to get associated with the brand. Items ranging between Rs 10000-Rs 20000 are the most selling items of Kisna in my shop,” Pankaj added.