![]() There was no looking back from that point as Choksi instantly tasted success - profit margins in the branded jewellery retail segment were much higher than exports. In 1994, Mehul Choksi’s Gitanjali Gems launched Gili, the first of the many luxury jewellery brands under the group. This period marked the formative years of Mehul Choksi’s dazzling dream. Over the next decade-and-a-half, Choksi focused on creating a global jewellery brand, expanding retail presence in India and abroad, and increasing his group’s manufacturing capability. The company’s focus soon shifted from manufacturing and exports to retail jewellery. ![]() He saw a vast retail opportunity abroad as demand for luxury jewellery rapidly rose across developed economies like the United States. It was only after India’s liberalisation in early 1990s that Mehul Choksi saw an opportunity to expand Gitanjali’s retail footprint across the country and abroad. Choksi started retail jewellery operations but the company largely remained focused on exporting diamonds to countries like Belgium, the United States, West Asia, Japan, China, Hong Kong, and Thailand. The company was already considered a giant in the raw and polished diamond exports business.Ī year after taking over, Choksi rebranded his father’s company as Gitanjali Gems and fortified the company’s position as a top exporter of diamonds. By the time Choksi took over in 1985, the company’s turnover was roughly Rs 50 crore. Mehul Choksi's advantage was that his father had already laid a strong foundation for Gitanjali’s future expansion. But, growing up in a family of Gujarati traders, Choksi was determined to take the business established by his father in the mid-1960s to new heights. ![]() He joined his father Chinubhai Choksi’s diamond trading company in 1975 after graduating with a commerce degree from GD Modi College in Palanpur, Gujarat.Īt the time, it was already a successful company, primarily trading in rough and polished diamonds. Like most successful billionaires India produced post liberalisation, Mehul Choksi dreamt big right from his teenage years.
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