The value chain activities are too broad and some are confused to choose right value chain activities to use for their businesses. Even studies are extended to add or remove the actives from primary and secondary now a days. The study investigates the impact of secondary activities of value chain said to be Procurement, Technology development, Human resource management and firm’s infrastructure in providing customer value and achieving a competitive advantage through cost & differentiation. The primary data was collected through questionnaire aims to secure the data which is of high significance for comprehensive analysis of customer perceptions on likert scale and analysis & interpretation of data was through applying chi square. It was found that the value chain support activities doesn’t influence the customer conception and concluded that branded jewellery manufacturers must enhance their efforts for lofty accomplishment of Procurement, Technology Development, and Human Resource Development & Firm Infrastructure.