Merchant will raise funds for the CKC Foundation’s initiative supporting education of underprivileged students by running the TCS World 10K Bengaluru 2025 on April 27. His inspiring story and mission to make a difference aligns with the brand’s vision
Bengaluru: Through its philanthropic arm CKC Foundation, legacy brand C Krishniah Chetty Group of Jewellers has partnered with celebrated ultra-marathoner Taher Merchant to raise funds for its expansive scholarship programme supporting the education of underprivileged students across Bengaluru.
As Taher Merchant, known for being the first Indian male finisher of the Mount Everest Ultra 60 km Marathon, prepares for TCS World 10K Bengaluru 2025 on April 27, he has committed to raising funds for the CKC Foundation’s scholarship programme. Reflecting the cause’s commitment to social change, the Foundation will match every donation made towards this initiative, doubling the impact.
“Every rupee he raises will go directly towards student scholarships, and we as a brand are proud to match that contribution,” said Chaitanya V Cotha, Executive Director, C. Krishniah Chetty Group. “It’s about channelling the power of one individual’s journey to ignite a better future for many.”
The CKC Foundation has supported over 3,000 students across 120 educational institutions since 2022. Its scholarship programme targets children from financially weak families, offering them the support they need to pursue their academic journey.
The foundation has a thorough vetting process in shortlisting the candidates: CKC’s R&D team visits schools, verifies academic records, conducts home visits, and ensures that the children receiving scholarships are genuinely in need. The initiative focuses primarily on government schools in Bengaluru, and shortlisted institutions submit applications annually for CKC’s review.
The partnership with Merchant stems from Cotha’s long-standing friendship with him, bonded by a mutual commitment to giving back. “Taher’s story—his personal health transformation, his passion for running, and now his drive to make a difference—is exactly the kind of inspiration that aligns with our vision as a brand,” Cotha said.
“The collaboration has already drawn attention for its potential to scale further, with Rs 1,50,000 already raised to support the education of 50 children. It’s the first time we’re doing this with Taher, but certainly not the last if we can help it,” Cotha explained. “With a growing number of students hoping for a chance at education, this initiative serves as a powerful reminder that every small step—on the track or in life—can lead to big change.”
By supporting education, the C. Krishniah Chetty Group stands out as an entity that cares about social good and the future. This builds brand goodwill and strengthens customer loyalty, especially among socially conscious consumers. The brand also becomes more embedded in the community.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand currently operates five showrooms in Bengaluru. Its silver jewellery brand Crash.Club, launched in July 2023, retails through these stores and online.
Written by Megha Misra
Retail Jeweller India Exclusive
