The large-scale festive initiative created a compelling reason for customers to visit the jeweller’s store
Dehradun: Kamal Jewellers recently introduced a large-scale lucky draw initiative to create sales momentum at a time when gold prices were rising and the market was experiencing fluctuations. The activity aimed to encourage customer purchases, build recall and establish a reason for buyers to visit the store during a period when demand often slows due to uncertainty around pricing.
Explaining the purpose behind launching the initiative, Dhruv Rastogi, Owner , Kamal Jewellers, said, “The objective was to push sales and gain traction due to the rising gold prices and volatility in the market. We wanted customers to have an incentive to make purchases without hesitation, and the lucky draw created that opportunity, making it one of the largest activities of its kind in Uttarakhand.”
The initiative ran from September 22 to the end of October. Customers who made a purchase of Rs 45,000 or more became eligible for entry into the draw. Prizes worth Rs 1 crore were announced, and a total of 52 winners were selected.
The prizes included a Kia Sonet SUV as the top reward, followed by diamond sets, diamond rings, half-kilogram silver bars, gold coins, silver coins and hotel stay vouchers. The draw was positioned as part of a broader customer-connect exercise, encouraging both new and existing buyers to engage with the brand.
According to the jeweller, within the first week of launch, the activity had gained momentum and was widely discussed among customers due to consistent promotion and communication. The tagline used for the activity helped drive awareness and strengthened recall for Kamal Jewellers.
The initiative resulted in more enquiries, higher purchase intent and improved revenue. Rastogi added, “The response was better than expected. We saw revenue growth of over 30% year-on-year. The lucky draw initiative helped create impact during a time when market conditions were uncertain.”
The brand shared that although walk-ins increased, revenue served as a clearer measure of success because footfalls often include service visits and scheme enquiries. This was the first time Kamal Jewellers introduced an initiative of this scale, which it describes as the largest jewellery festival held by any brand in Uttarakhand. The company plans to assess customer behaviour from this period to determine future engagement activities.
Kamal Jewellers began operations in Dehradun between 1969 and 1971 under the leadership of Jai Prakash Rastogi. It now runs four showrooms in Dehradun.
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