Batukbhai Sons Jewellers overwhelmed with customers’ response after reopening shop

Nagpur-based Batukbhai Sons Jewellers was in for a surprise when he saw a huge rush of people thronging the store after reopening of the stores post the second wave of Covid-19. Although the shop was opened for only four hours from 9am-1pm due to Covid-19 restrictions, the response was phenomenal.

Bharat Seth, MD, Batukbhai Sons Jewellers, Nagpur, said, “The demand for mid-range jewellery in gold below 100 grams is high after the second lockdown. There is negligible demand for heavyweight jewellery. When it comes to jadau and diamond, customers are asking for jewellery between Rs 5-10 lakhs.”

Most of the sales or 70% of it are happening in the wedding category, as many weddings took place post-second lockdown. However, a section of the consumers is also doing revenge buying during this period.

Unlike last year, the number of cases and the death toll were quite high this year and thus, Batukbhai Jewellers was sceptical about the customer response before stores reopened.

According to Bharat, the customer’s response was above his expectation. “We have been quite active across social media, which benefitted us to attract the attention of a lot of young customers. We believe that at least 10% of the customers came to the shop after checking the products online,” he said.

Written by Manoj Chakraborty

RJ exclusive