Sharmila Thunuguntla, Co-owner, Annapurna Jewellers of Ongole, Andhra Pradesh, shares her experience of participating in IJEX, a platform that was instrumental in helping her establish valuable business contacts and generate promising leads. “One of the standout aspects of the initiative was the steady footfall of serious, trade-focused buyers—ranging from regional retailers and wholesalers to international distributors,” says Thunuguntla.
Tell us more about your company. When was it established and what was the vision behind the brand?
We established Annapurna Jewellers in 2007. The vision for our brand expansion was to showcase our native handmade antique jewellery globally.
Over the years, casting, paper casting, temple jewellery, handmade jewellery, kasa work jewellery, nakashi work, fusion and electroforming have become the core identity of our brand.
What motivated you to participate in the IJEX initiative by GJEPC? What were your expectations going in?
My motivation to participate in IJEX stemmed from a strong desire to explore international opportunities for growth and to showcase the quality, craftsmanship, and innovation of Indian jewellery on a global platform. As someone deeply invested in the jewellery industry, I saw IJEX as a strategic opportunity to connect directly with international buyers, understand global market trends, and build lasting business relationships.
My expectations were centred around three key goals: market expansion, networking, and increased brand visibility.
I expected IJEX to open doors to new export markets and enable us to reach a broader and more diverse customer base.
We also wanted to engage with leading players in the industry, gain insights from peers, and possibly form collaborations or partnerships.
It was also important for us to elevate the visibility of our brand by presenting our unique designs and quality assurance on an international stage, particularly in Dubai, which is a global jewellery hub.
So, did IJEX prove to be a helpful launchpad for your export plans? If yes, in what ways did it support your goals?
Yes, IJEX proved to be a highly effective launchpad for our export plans. It offered a structured and professionally managed platform that allowed us to test and establish our presence in the international market—especially in Dubai.
Overall, we believe that IJEX is not just an exhibition, but a platform to position Indian jewellery as world-class and to contribute to the broader vision of India becoming a global export leader in the gems and jewellery sector.
Going forward, we are looking to tap into Japan, Malaysia, Singapore and GCC countries.
Were you able to establish meaningful business contacts or leads during your time at IJEX? Could you share a bit about that experience?
Yes, of course. Through the IJEX platform, we were able to showcase our products to a targeted and high-quality audience, including wholesalers, retailers, and international buyers. This helped generate leads and build awareness for our brand beyond the Indian market.
Being associated with GJEPC and the IJEX initiative gave our business added credibility. It reassured international buyers of our commitment to quality, compliance, and ethical practices—important factors in establishing trust for long-term partnerships.
The operational and logistical support offered by GJEPC at IJEX, from space to local business facilitation, allowed us to focus on what mattered most—building relationships and presenting our collection effectively.
More importantly, IJEX also gave us firsthand exposure to buyer preferences, regional design trends, and price sensitivities. This feedback helped us fine-tune our product offerings to better suit export markets.
Overall, IJEX was not just a display opportunity—it served as a stepping stone towards scaling our export ambitions with confidence and clarity.