Gili to sparkle with 50 new EBOs

Gili, the diamond jewellery brand from Gitanjali Group plans to open 50 exclusive brands outlet (EBOs) especially in Tier II cities, by the year end. These EBOs known by the name of Gili World, will work under two formats; COCO stores (company owned and company operated) and FOFO stores (franchisee owned and franchisee operated).

The company is all set for this change after embarking on its shop-in-shop (SIS) format for around 15 years. As informed to Abha Garyali by Rahul Vira, CEO, Gili India, “We are targeting 30 franchised locations out of the 50 EBOs.” Regarding opening these EBOs in Tier II cities Vira informs, “Our focus is Tier II towns as we are seeing huge demand from these markets. A lot of our customers in metros come from Tier II towns, so we want to go closer to them.”

The group is one of the pioneers in the branded jewellery segment and enjoys about 46 per cent in the SIS segment in the market. Gili currently has a pan-India presence through 16 operational EBOs and 145 SIS counters. Gili's existing COCO stores are located in Delhi and NCR, Bengaluru and Mumbai. On the other hand FOFO stores are present in Hisar, Jaipur, Coimbatore, Nagpur and Satna.