Ekta Jewellers thrives on emotional connect with customers during Makar Sankranti

Haldi kumkum ceremony binds Maharashtra during Makar sankranti. A traditional Hindu celebration, it demands an emotional recon. And Ekta Jewellers had all the right ingredients to bring smiles on the faces of its customers.

The brand had organised the Subasini Festival, in association with RCC News, wherein married women were greeted in with the pristine customs. There was also a cosy activity planned, in which the guests recited poems.

Mohit Atlani, CEO, Ekta Abhushan Pvt Ltd., maintains that the emotional atmosphere of Makar Sankranti creates the right opportunity to connect with women customers. “We have a very limited number of guests, our loyal customers, who contact us during the waiting period for the event. Their love for this celebration inspires us to keep it a cosy high tea instead of an elaborate, corporate event,” he maintains.

After the customary greeting with haldi kukum by the brand staff, the guests socialise with each other, some after a year. They are treated with snacks and given a token of participation. In this environment of nostalgia, the brand also gets to exhibit its latest collections. The Subasini Festival isn’t aimed at immediate customer conversion, but serves to inform customers of the different products for a stronger brand recall during the next purchase opportunity. “Our strength is our on-ground connections with customers, whom we treat as our extended family,” maintained Atlani.

RJ Exclusive