Turnaround of Vaibhav Global Limited: The Television Retail Way

Ritika Gugnani and Abhijit Nair

South Asian Journal of Business and Management Cases, 2017, vol. 6, issue 2, 127-134

Abstract: Vaibhav Global Limited (VGL) earlier known as Vaibhav Gems Limited is a global electronic retailer of fashion jewellery and lifestyle accessories operating in USA and UK. This case is about current business model which many financial professionals call ‘an impenetrable moat’ created in a turnaround of the organization after 2008 global recession. The case is on the company’s nimbleness to mould its outlook and bring in discount jewellery model so as to have a broader reach in the market. The capability to scale this model into a seamless and integrative approach augured well for its business. The company owns two TV shopping channels abroad. After 2011, VGL became a fully vertically integrated retailer. It got transformed into a B2C player from being a B2B player. It is one of few e-tailers from India which is making profits. It markets and sells products to its consumer through a televised shopping programme. It broadcasts various programmes through hosts and hostesses for describing and demonstrating its products. It is a vertically integrated company from being a gemstone sight holder to manufacturing, wholesaling to retailer. It is the only Indian company which demonstrates fully integrated E-tailing model and is profitable also. It is mainly operating into gemstone-studded jewellery of gold, silver or brass with gold plating. Lately it has also started selling lifestyle products like bags, scarves, i-phone/pad covers, etc.

Keywords: Strategy; turnaround; business model; e-commerce; e-tailers; global recession; brick and mortar business model; discount retail model (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sajbmc:v:6:y:2017:i:2:p:127-134

DOI: 10.1177/2277977917726397

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