<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for PC Jeweller: Can the Brand Lead the Business Revival?

PC Jeweller: Can the Brand Lead the Business Revival?

Sapna Popli, Meena Bhatia, Pradyumn Agrawal

Product #:W49478
Supplier:Ivey
Discipline:Accounting, Marketing
Setting:India, 2026
Details:Case (PDF) • 19 pages • 2026-07-03

Subjects:

Sales and marketingFinance and investingMarketingAccountingStrategyStrategy management

Industries:

Goods, trade, and consumer services

Geography:

IndiaAsia
Your Price:$10.54

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

PC Jeweller Ltd. (PCJ), founded in 2005, experienced explosive growth from 2012 to 2018 with stock rising from ₹50 to a peak of ₹600.65. The independent shop founded by two brothers became one of the top 10 organized jewellers in India with a significant portion of the country’s organized jewellery sector. In 2018, the company was subject to accusations of insider trading and other financial irregularities, which sent PCJ into a spiral. Over the succeeding five years, PCJ’s annual turnover plummeted. With early signs of recovery in April 2024, the company put a strategy in place to repay debts and restore consumer confidence. PCJ’s managing director declared the company on its way to reclaiming its former leading market position, but could PCJ sustain its recovery and continue to grow given the shifts over the previous years in the sector, competition, and consumer expectations?

Learning Objectives

The case can be used in a business or marketing strategy course for undergraduate, postgraduate, or executive students in a section on competitive strategy requiring the need to understand and apply the financial numbers. The case can also be used in an undergraduate course to profile a business revival strategy from multiple perspectives: finance, governance, and branding. This is also a suitable case to help marketing students use financial data for decision-making. However the case is used, students must already know the core concepts in financial statement analysis and marketing. After working through the case and assignment questions, students will be able to do the following:
  • Analyze key trends in India’s jewellery market and evaluate strategic imperatives for organized retailers.
  • Assess the financial turnaround at PCJ, contextualizing historical performance and benchmarking against competitors.
  • Evaluate the impact of governance quality on stakeholders, market perception, and brand resilience.
  • Propose and analyze actions required for sustainable business revival in a trust-deficient environment.
  • Synthesize lessons on building stakeholder confidence through operational, governance, and customer-centric strategies.
Loading
Case Study: PC Jeweller: Can the Brand Lead the Business Revival? (English version) | Ivey Publishing