There used to be a family running a small clothing shop in the Thrissur area of Kerala The eldest son in that family used to help his father in a clothes shop since childhood and after working there for a few days the boy believed strongly in a small idea and risked his whole life and took a loan from the bank beyond his means and started a small business which today is one of the largest in India TS Kalyan Raman is the founder of Kalyan Jewellers which turned into a jewelery company and grew to the level of doing business of several thousand crore rupees every year so the point here is that how did a person running a small clothes shop in Kerala get the idea of doing gold business Kalyan Raman explained to 190 showrooms that Kalyan Jewelers which started as a single store by solving some of the small problems in the gold business has not only turned it into a company worth 40 thousand crore rupees today but also top celebrities like Amita Bachchan, Shah Rukh Khan, Nagarjuna and Aishwarya Rai.
Today I am going to tell you how TS Kalyana Raman followed the business models behind this but how did they become brand ambassadors for his company In 1993 a man named TRS was running a clothes shop in an area called Thrissur in Kerala. He had five children TS Kalyana Raman who was the eldest started working in the clothes shop from the age of 12 helping his father. It is very famous for gold business in simple terms they are called gold capital of India so why am I telling you this because when Kalyan Ram was in his clothes shop he noticed that many customers went to the gold shops in that market and bought gold there in fact Kalyan Ram family has been doing textile and crossing business since many years so he is the eldest in their family so the business came to him first. As he grew up watching this clothing business from childhood Kalyan Ram has learned how to handle customers by developing emotional bonding with the customers who come to the shop TS Kalyanram knows very well how to make them come to his shop again and again so he used all these business practices
And he used to run the clothing shop with good profits and even though it was his family business came to run so their father noticed this and divided his property equally among his five sons after the distribution of the property five sons got five clothing shops but all of them are Kalyana Raman who has more experience in this business so he used his skills and created new models and designs that were not available in the market till then in his showroom he is developing the business very fast many customers believed in him and suggested him to start a gold business. The logic behind this is that the purity certification like cadmium hall mark 906 which was present in the gold business in 1997 was not much at that time if you want customers to buy gold mostly with trust in shop owners ask your parents once even now no matter how many big showrooms there are some customers always buy gold with confidence but they still buy gold in small gold shops. Many people advised him to start in fact he also had an interest in this business since childhood so he thought that this was the right time to take a risk and enter into the gold business
So he collected all his saved money of 25 lakhs and the remaining 50 lakhs took a loan from the bank and finally in 1993 named Kalyan Jewellers. Started a jewelery shop They have started a business but there are many companies that are already doing gold business in the market so now if they want to compete with all of them and surpass them and become number one in the market then Kalyan Jewelers Company has to do something different compared to other companies and to know what that is Kalyan Ram garu has many companies in Kerala and Tamil Nadu back to the jewelery showrooms and finally identified some of the problems in the gold business that is the problem number one is that during 1990 time no company doing gold business in India was paying price tax on them that is a necklace with the same design and same weight would cost five lakhs in one shop in another shop 6 Lakhs so because of this no company to the customers problem number two at that time no company doing gold business sold ready made jewelery in large quantities customers selected a design
And paid an advance only after making and delivering the jewelery to them and finally problem number three design and models at that time no company focused much on the design and models of jewelry so all the shops in the market had almost the same designs so after seeing these problems in the market Kalyan Ram created a fixed price taxi system in his showroom and made readymade jewelery with new designs and models from time to time and attracted the poor another important time when he focused on getting the customers who came there to get hooked in his shop after providing solutions to almost all the problems that were happening in his showroom here I will tell you one important thing. It is well known that even if a customer spends more time in a show room and listens to the words of the salesman there then the chances of the customer buying that item are very high
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