Gold Jewellery Kerla

Bhima Jewellers, Calicut, Gold Jewellery Kerla, Kerla Gold Jewellery Showroom

  Bhima Jewellers :: Kerla Gold Jewellery

Girirajan holds the privilege of working closely with his father and that is how he came on to develop his business skills. He is responsible for taking Bhima to a new high. From the made to order concept' to designer jewellery, Bhima has an astonishing variety to offer to its customers today. As the State President of All Kerala Gold and Silver Merchants Association and Managing Director of Bhima Jewellers, there is immense responsibility on his shoulders to carry forward the inheritance passed on by his father.

Bhima empire was born in the year 1925 at Alleppey when a visionary and dynamic Bhima Bhattar with his sheer grit and innovative ideas changed the face of jewellery selling in Kerala. Bhattar who started on a meager note, soon became a renowned name in the state for providing quality services and pure gold to his clients. The honest and novel businessman's popularity began to grow leaps and bounds and with it came the success that is only growing by the day.

After Bhattar's death in 1985, the five Bhima boys, Bhattar's sons, took over the reigns. Pioneered by the eldest B. Girirajan, Bhima Jewellery soon spread out to different parts of South India and made its presence felt not only in the cities of Kerala but also in Tamil Nadu and Karnataka. Today, Bhima Jewellery is best known for being the first jewellery showroom in Kerala. BHIMA STANDS FOR VALUES

Bhima today stands on the strong pillars of values set by Bhattar and these values define the backbone of the growing empire. Bhima is famous for maintaining relations with its customers and this quality is highly appreciated and acknowledged by one and all. "There was a time when women hardly stepped out of their houses, leave alone shop. They were however, informed about the quality we offered and banked on our image for their needs," informs Girirajan.

He termed purity and cash back on exchange as the ingredients to the trust and belief placed in them by their customers. "We used to follow old methods and practices while checking the purity of gold such as rubbing the metal on the stone. We still follow those traditional methods hence the trust has only increased manifold," he explains.


He doesn't have too many complaints about the year 2009 but suggests that sudden hike in the gold prices is not a good sign for the business. "High price will affect the business," he states.


He strongly believes that the Indian gem and jewellery industry has a tremendous scope to flourish in the near future. "Government is also supporting the industry and everyone is taking equal importance in it. It is also mechanized and as India is known for cutting and polishing, the future looks very bright," exclaims Girirajan. Crediting the Art of Jewelley for organizing exhibition like KGJS he says, "Such exhibitions are effective in boosting trade especially that of small trade manufacturers."


He has grand plans to expand the Bhima empire further. "In South the business is good but margin is low because of the unhealthy competition." He believes that unhealthy competition is a threat to the industry that affects small traders the most. COMPETITION

"Are gold buyers in the south Indian state of Kerala lucky ones," Girirajan questions and answering his query says, "It seems so, because owing to the competition among the gold retailers in the state, several jewellery shops are now quoting prices below the wholesale rates."

Concerned over this trend, All Kerala Gold and Silver Merchants Association has moved the World Gold Council (WGC) for initiating measures against the unhealthy competition prevalent in the state.

"The unhealthy competition had resulted in a section of traders making claims of levying only 4-7 per cent as value-addition charges," he adds.

In his opinion the association's decision to slash the price was with the aim of ending the unhealthy competition especially among seven or eight traders who were virtually wiping out small and medium gold traders. Such slashing of prices could be questioned in terms of the metal quality that was being sold.

"I don't like to play any leadership roles. I want to work on behalf of all and settle all issues. I took active interest in settling the issues of theft cases when jewellers were being unnecessarily harassed by the police," he states.

However, he is miffed by the problem that exists even today. "We still hold talks at various levels and try to settle the issues amicably." Citing an example he says that he once had to take the route to New Delhi to meet the then finance minister V.P.Singh to settle an excise case. His efforts paid off when one such case was resolved.


For Girirajan his father is his perfect role model. "When my father was the president of All Kerala Gold and Jewellery Manufacturers Association, I used to accompany him to discharge his duties. He along with senior leaders in the industry have fought against the Gold Control Act, the license raj and were active in demanded the government to revoke tax on gold."