India’s small, independent jewellers, which are generally family-run operations, are starting to organise themselves into groups of four to five players to share a common brand identity and marketing strategy. %%India’s 300,000 traditional jewellers – commonly referred to as the unorganised sector – dominate the country’s jewellery retail landscape with a 96 per cent market-share, while large brands or organised retail form only 4 per cent of the overall market.%%But in recent times smaller jewellers have been losing business to larger brands, mainly due to factors such as increasing consumer sophistication, diminishing investment-driven purchases, alternative retail channels and competition from other luxury products. %%“The emergence of organised retail will make the jewellery industry more professional and prepared to face challenges,” Ashok Minawala, the president of the Gems and Jewellery Federation, told Business Standard. %%“With the entry of new players and competition from other sectors, there is a need to retain existing customers and attract new ones,” added World Gold Council director, Dharmesh Sodah.