Partnership with the Surya Half Marathon was strategically aimed at celebrating both local heritage and fitness
Jabalpur: Kothari Jewellers recently associated with Sadar Bazar Jabalpur’s Surya Half Marathon, aiming to build community engagement and strengthen the brand’s local presence through a high-visibility public initiative. This is the second time that the brand has been part of the event. The marathon, held in Jabalpur’s busiest commercial area, Sadar Bazar, offered a platform that connected fitness, community participation and regional identity, placing the brand at the centre of a 10,000-strong gathering.
Explaining the purpose behind the association, Chirag Kothari, Director, Kothari Jewellers, said, “The partnership with Surya Half Marathon was strategically intended to create a platform that celebrated both local heritage and fitness. Sadar Bazar, being the commercial heart of Jabalpur and a high-footfall location, provided ideal visibility and connectedness for community engagement.” The brand viewed this collaboration as an opportunity to participate in a community-led activity that aligned with its values of unity and active living.
The third edition of the marathon brought together more than 10,000 people of various age groups, including families, professionals, NCC cadets, school children and senior citizens. This broad demographic matched the retail audience that Kothari Jewellers caters to, making the event relevant for engagement and outreach within the city. The scale of participation also supported the brand’s aim of reaching individuals with aspirational goals and strong community ties.
During the event, Kothari Jewellers gained visibility through co-branded banners, digital mentions, on-ground stalls and social media features on official marathon platforms. Promotional reels and interviews linked the brand to themes of endurance and achievement, strengthening its identity among local residents. According to Kothari, “This association helped position Kothari Jewellers as a brand connected to community well-being and local pride.”
Feedback after the event indicated strong appreciation for the brand’s involvement. Many participants shared experiences that highlighted the association, contributing to higher brand recall and goodwill. The brand also opened up avenues for future collaboration with fitness-led or community-based initiatives with direct customer engagement.
Founded in 2001 with a single store in Jabalpur, Kothari Jewellers continues to build its presence through initiatives that support community participation.
Written by Achal Chaubey
Retail Jeweller India Exclusive
