Navratan Jewellers engages customers with innovative ‘Gold Bar Challenge’ at its showroom

The 10-day initiative created excitement, engaging both loyal and new customers in the spirit of competition

Varanasi: Navratan Jewellers recently hosted the ‘Gold Bar Challenge’, an innovative customer engagement exercise that attracted a large number of participants, at its flagship store. The event, which ran from January 31 to February 9, 2025, offered participants the chance to win a 2-gram gold coin by completing a unique challenge–they had to manoeuvre a gold bar weighing 5.5 kg kept in a transparent glass box, and take it out through a hole in the box’s wall in precisely one minute.

Explaining the motivation behind the idea, Navneet Taksali, Partner at Navratan Jewellers, said, “We wanted to create something different for our customers, and show them we can offer something that no one else has. The Gold Bar Challenge was our way of engaging visitors and offering a new experience.”

The challenge saw 40-50 participants over the course of the 10-day event, with individuals having fun while completing the challenge in under a minute. “Most participants didn’t manage to complete it within the time limit, but we allowed everyone who wanted to try,” Taksali said. “The winners, who completed the task in the allotted time, were rewarded with a 2-gram gold coin.”

The Gold Bar Challenge not only provided customers with a fun and engaging experience but also boosted the store’s visibility and sales, with footfalls increasing by 20-25%. It generated buzz around the store, with many customers discussing the challenge outside in the market. “We aimed to create hype, and I believe we achieved about 90% of that goal,” Taksali noted. “It was a great way to increase footfalls and engage with both loyal and new customers.”

With two stores in Varanasi, Navratan Jewellers is a third-generation family business that has been involved in the jewellery industry of Uttar Pradesh since the 1950s. Initially, the company operated as a wholesale manufacturer of silver jewellery under the name Chetmani Abhushan Bhandar. It entered the retail jewellery space in 1992, with the inauguration of its first store in Lahurabir, Varanasi.

Written by Achal Chaubey

Retail Jeweller India Exclusive