The brand aligned with SWPL’s mission of gender equality, youth empowerment and local impact. The partnership not only gave the brand visibility but also became a way to connect with an audience representing a potential future customer base
Surat: Bishandayal Jewellers (DilipBhai) recently associated with the Surat Women’s Premier League (SWPL 3.0), a women’s cricket tournament that celebrates local talent and promotes women’s participation in sports.
Held on July 26 and 27, 2025 at MSD Turf in Surat, the third edition of the SWPL tournament featured multiple women’s cricket teams with players from diverse professional and sporting backgrounds. The event was positioned as a competitive yet community-driven platform. Its objectives included empowering women through sport, offering visibility to grass roots-level female cricketers, and fostering a strong sports culture in Tier II cities like Surat.
As title sponsor, Bishandayal Jewellers aligned its brand with SWPL’s mission of gender equality, youth empowerment and local impact. The partnership not only gave the brand visibility but also served as a way to connect with an audience comprising families—a natural fit for a brand rooted in tradition yet engaging with modern customers.
During the event, medals were awarded to all participating players, each inscribed with a message affirming that women’s cricket holds equal importance as men’s. The gesture underscored the brand’s commitment to inclusivity and social relevance. With more than 110 women players and nearly 150 families in attendance, the event created meaningful engagement, many of which were first-time interactions for the brand. “This initiative enabled us to connect with over 150 previously untapped families in the city, significantly strengthening our brand visibility and future customer base,” said Nishant Tibarewal, CEO, Bishandayal Jewellers (DilipBhai).
The partnership further offered valuable opportunities for brand awareness, customer acquisition and community positioning for Bishandayal Jewellers (DilipBhai). The brand noted that participating in such platforms contributes not just to festive-period visibility, but also strengthens long-term brand recall.
As jewellers increasingly adopt purpose-led marketing and community alignment, platforms like SWPL present an opportunity to move beyond traditional promotions. By supporting grass roots initiatives, Bishandayal Jewellers (DilipBhai) reinforced its brand ethos and positioned itself as a forward-looking, community-conscious business in Surat.
Through SWPL 3.0, the brand demonstrated how non-jewellery spheres like sports can be effectively leveraged for meaningful engagement and brand-building.
Bishandayal Jewellers (DilipBhai) has established a strong retail presence in Surat, and has its flagship store at the high-footfall location Ghod Dod Road.
Written by Mohini Pradhan
Retail Jeweller India Exclusive
