The two-day workshop attracted 90+ participants each day, and nearly 80% of them ended up engaging with the brand for the first time
Vadodara: Sara Gandevikar Jewellers recently organized a Garba workshop in Vadodara through its cultural arm, Sara Art and Cultural Centre, to preserve and promote the traditional form of the dance that is popular during Navratri. Spread across two days, the workshop drew more than 90 participants each day, highlighting community interest in Garba.
Conducted under the guidance of four mentors, the sessions combined both theoretical and practical lessons. Participants learnt about the cultural importance of Garba, including elements such as ‘lachak’, hand movements like ‘chapti’and clapping styles, all rooted in traditional forms of the dance. Attendance was coordinated through Google forms promoted on the brand’s social media platforms and the cultural centre’s channels.
Amruta Gandevikar, Director of Sara Gandevikar Jewellers, said, “We wanted to take inspiration from Vadodara’s cultural heritage and preserve the traditional ways of playing Garba. This workshop was about connecting people to our roots and keeping that tradition alive.”
As the sessions were conducted at the cultural centre located above the brand’s jewellery showroom, the event indirectly benefited the brand by drawing new footfalls. Nearly 80% of the participants ended up engaging with Sara Gandevikar Jewellers for the first time. As the event also brought visitors to the premises, they had the chance to view the jewellery collections alongside the workshop.
The workshop also gained traction through the presence of chief guests Ritvik Mistry, Assistant Professor in Fine Arts, Maharaja Sayajirao University of Baroda, and fashion designer Mehul Sutar, further amplifying visibility for the initiative. Certificates were presented to participants, reinforcing the cultural learning experience.
Reflecting on the outcomes, Amruta Gandevikar noted, “We did not promote jewellery directly through this initiative, but it has led to increased footfalls and visibility. The workshop created an opportunity to engage with a new audience and introduce them to Brand Sara.”
As the first Navratri initiative by the cultural centre since its opening, the Garba workshop marks the beginning of Sara Gandevikar Jewellers’ efforts to blend cultural engagement and tradition with brand growth in Vadodara.
Retail Jeweller India News
