P.N. Gadgil Jewellers: Managing a Family Brand

P. N. Gadgil Jewellers Private Limited, based in India, was formed from the most recent separation of the original Gadgil family business, whose origins dated back to the 18th century. The company's gold, silver, and diamond jewellery were all sold under the P. N. Gadgil (PNG) brand. The company expanded from six stores and revenue of ₹13 billion in 2012 to 26 stores and revenue of ₹21 billion in 2016. Although the company focused on professionalizing the business operations by recruiting professionals and adopting new systems and processes, more work was needed to fully achieve a separate identity. Repeated instances of unsatisfactory customer experiences, which had occurred at the other Gadgil family businesses, were having a negative impact on the company's brand image. What strategy could the company follow to differentiate its own PNG brand from the other Gadgil businesses? Should it pursue an expensive brand valuation and hold the other family business to a contractual agreement that disallowed the use of the PNG brand name? Would the other businesses consent to such an agreement?

This case is designed for graduate-, postgraduate-, and executive-level courses related to ownership, management, and operation of a family business. After working through the case and assignment questions, students will be able to,<ul><li>discuss the growth of a family business from humble beginnings to a successful global business;</li><li>discuss the challenges involved in professionalizing a family business operation;</li><li> understand the importance of branding and its benefits to the internal and external operations of a family business; and</li><li>analyze the strategic advantages of leveraging the family business brand.</li></ul>

• family business
• family business brand
• professionalization
• business strategy