Each cement bowl distributed as part of the campaign is imprinted with the jeweller’s logo, reinforcing a message of collective goodwill from all the project’s partners, while acting as a subtle and effective brand visibility tool
Coimbatore: In a heartwarming display of care and compassion, Sumangali Jewellers has launched a large-scale water bowl project to support birds and stray animals suffering in Coimbatore’s scorching summer heat. The project aims to place 1,000 durable water bowls across 15 key areas of the city, to help prevent dehydration among stray animals.
Spearheaded by Sumangali Jewellers in partnership with FICCI-FLO and the Society for the Prevention of Cruelty to Animals (SPCA), the initiative is a unique CSR effort that propagates both social responsibility and environmental consciousness. The brand has committed Rs 2.5 lakh to the project.
“During peak summer, it’s incredibly difficult for birds and stray animals to find clean drinking water. This initiative was born out of a sense of duty to our environment and the voiceless beings who share it with us,” said V. Senthil Kumar, Managing Director, Sumangali Jewellers. “These bowls are made of cement and are designed to withstand all weather conditions — be it heat, rain or cold.”
Each cement bowl distributed as part of the campaign is imprinted with the jeweller’s logo, reinforcing a message of collective goodwill from all the project’s partners, while acting as a subtle and effective brand visibility tool.
The bowls have been strategically placed in high-visibility locations across Coimbatore, including public spaces, residential neighbourhoods and institutional premises. This widespread placement ensures consistent exposure to Sumangali’s name, strengthening brand recall among residents and associating the jeweller with community care and responsibility.
While the initiative was inspired by previous efforts like Rotary International’s ‘400-bowl campaign’, Sumangali Jewellers has expanded it significantly with a target of providing 1,000 bowls, setting a new benchmark for corporate-led animal welfare projects in the region.
As part of this initiative, residents are encouraged to collect the bowls and place them in their gardens, terraces or local community spaces, provided they commit to maintaining and refilling them regularly. The bowls are available to NGOs, individuals and public institutions.
“We’re not asking for much — just that people clean the bowls every few days and refill them with fresh water. Anyone interested can directly message us for bowls, and we’re happy to distribute more,” Kumar said. “It’s an easy act of kindness that can go a long way in saving lives.”
“This isn’t just about CSR — it’s about doing what’s right,” Kumar added. “In a world where human-centric initiatives are plenty, this was our chance to give back to the animals who suffer silently in the heat. We’re happy to be part of a project that offers relief and also invites the community to take part.”
Meanwhile, the jeweller also launched a dedicated silver jewellery showroom in Coimbatore’s Gandhipuram around Akshaya Tritiya.
Sumangali Jewellers has a flagship store on Town Hall, Raja Street, a second store in Gandhipuram, a third store in Coimbatore’s industrial hub, and a newly opened store in Avinashi area.
Written by Megha Misra
Retail Jeweller India Exclusive
