It has become a go-to choice for families seeking a complete wedding look at a predictable weight and budget
Mumbai: Jagannath Gangaram Pednekar (JGP) Jewellers has been seeing steady traction across its stores as its annual bridal jewellery festival, Vivaah Utsav 2025, progresses, drawing a consistent stream of bridal shoppers. Running from November 9 to December 28, 2025, the festival’s standout introduction—the 50-gram bridal set— has contributed to 20-30% of the total demand for the brand’s jewellery this season.
The new format was introduced after JGP observed strong demand for its 2-gram jewellery at the start of the festival. Encouraged by this early response, the brand extended the lightweight approach to a full bridal ensemble designed to simplify decision-making for wedding jewellery buyers. “The intention behind introducing this set was to simplify the decision for bridal families,” said Anand Pednekar, Chairman, Jagannath Gangaram Pednekar Jewellers. “Many couples today want clarity on weight and budgeting, and we wanted to give them a format that delivers both without compromising on tradition.”
Traditionally, customers assume 50 grams can only cover a pair of bangles. Instead, JGP has reworked the distribution to include two bangles, earrings, a ring, a chain, a small necklace and a mangalsutra, an assortment that prepares the bride with one consolidated purchase. As a result, it has become a go-to choice for families seeking a complete wedding look at a predictable weight and budget.
According to store teams, demand for the set comes from almost every bridal party visiting the stores, making it one of the most popular products of this year’s festival. “The festival sees a 12-13% increase in terms of footfalls and a 10-15% increase in sales,” added Pednekar.
While value growth remains moderate due to the current gold rate, unit sales have risen compared to last year, signalling a clear shift towards curated, weight-planned bridal buys. The trend mirrors what retailers are seeing across the wedding jewellery category: families prefer predictable weight brackets that help streamline budgeting during the wedding season.
Alongside product-led initiatives, JGP continues to build on the experiential side of Vivaah Utsav. This year, the brand is hosting mehendi and chooda events on weekends—small but meaningful activities that reinforce the festive atmosphere for bridal jewellery visitors. The visibility created by last year’s Shrungarachi Paribhasha campaign and the Shringar collection has further strengthened recall, positioning gold jewellery as both ceremonial and style-driven. Festival updates, product videos and previews shared over WhatsApp have also helped customers know about the initiatives even before entering the store.
Even with these layered touchpoints, Pednekar noted that the objective of Vivaah Utsav goes well beyond immediate sales. “Festivals like these give families a reason to revisit us, sometimes even before they have finalized their wedding dates,” he says. “If people leave the store with a positive experience, they return without hesitation the following year.”
The festival’s reach has expanded alongside the brand’s footprint. JGP Jewellers now operates 24 stores across Maharashtra and Goa, strengthening its presence as a regional bridal jewellery destination.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
