Sri Vasavi Thanga Maaligai’s Women’s Refreshment Programme motivates 115 staff with counselling, leadership sessions 

This programme promoted well-being and appreciation for the hard work and dedication of the women in the organisation 

Dindigul: As a women-centric brand aiming to enhance its employee welfare initiatives, Sri Vasavi Thanga Maaligai and its silver brand, The Amethyst Store, recently organised a Women’s Refreshment Programme for its female staff members in Dindigul.  

This programme aimed to provide a rejuvenating experience, promote well-being, and show appreciation for the hard work and dedication of the women in the organization. Through this initiative, the company demonstrated its effort to create a supportive and empowering work environment for its women employees. 

The brand had planned this activity, riding on the success of a previous programme on sexual abuse prevention, conducted in partnership with NGO Young Indians for its 200+ employees across the organisation. 

The jewellery retailer also observed how the earlier programme had served as an inspiration for other organisations, and wanted to spread the word about the current initiative with all its customers across their database. Meda. N. Ravi, Managing Partner, Sri Vasavi Thanga Maaligai, commented that it was promoted on their Instagram handle which has over 80,000 followers and is growing. 

“We have more than 100 women employees working in our organisation and each of them play multiple roles in their personal and professional spaces, throughout their lifetime. This can be hectic and so, this programme was meant to help them relax and de-stress,” said A. R. Shricharran, JMD, Sri Vasavi Thanga Maaligai.  

The brand organised the present initiative with the help of their own team members. Employees in leadership positions took an active role in conducting the sessions, which spanned over four days, carefully structured to accommodate 115 employees and engage them in a three-hour session. 

To ensure a more personalised and engaging experience, the attendees were divided into smaller batches. This approach not only encouraged effective interaction and participation but also allowed for more focused attention to every participant’s well-being.  

“The programme was motivational and included counselling. We wanted to lift the spirits of the employees. It was a kind of team building activity,” said Meda. N. Ravi. 

Additionally, the brand believes that in a Tier III city, the success and leadership of the brand are significantly driven by its employees. “These team members work directly with jewellery customers, giving them a profound understanding of client preferences and trends”, added Shricharran. The first-hand experience and insights of the staff are invaluable in shaping the brand’s offerings and strategies. This approach by the brand has also helped empower its employees, enabling them to take decisions that bode well for customers and in turn, for the brand. 

The videos of the programme were also shared with the customers on WhatsApp to encourage direct engagement with the brand, a practice that the jeweller has been following for a while now. “Our staff has a very good relationship with customers. In fact, all the customers have the employee’s personal phone number as well. That is the kind of relationship that our employees have built over the years,” explained Meda. N. Ravi. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive