Running through the peak wedding months, the 2025 edition of the festival builds on its long-standing format while adapting to flexible product planning necessitated by rising gold prices
Agartala: Shyam Sundar Co. Jewellers is back with its annual ‘Shubho Vivaha Utsav’, running from November 18 to December 31, 2025, positioning the festival as a key engagement parameter for the wedding season. Now in its 19th year, the festival continues to anchor the brand’s wedding-season strategy by combining bridal-focused jewellery planning with high-value experiential rewards aimed at sustaining customer interest through the peak November-December buying period.
The 2025 edition of the festival is led by an extensive lucky draw programme. “This year’s edition of ‘Shubho Vivaha Utsav’ is extra special and, therefore, the bouquet of special discounts and other attractions include three fortnightly lucky draws for all-expenses paid honeymoon packages to Shimla, Jaipur and Goa and a mega draw for a honeymoon package to Phuket in Thailand,” said Rupak Saha, Director, Shyam Sundar Co. Jewellers.
The structure of staggered draws across the festival window is designed to encourage repeat visits and sustained engagement rather than one-time transactions.
Introduced in 2009 at the company’s Agartala showroom, ‘Shubho Vivaha Utsav’ began as a wedding-themed presentation that transformed the retail space into a ceremonial setting. Over the years, the concept expanded to social clubs and housing societies in Kolkata and has since evolved into a multi-store festival across Tripura and Kolkata. The festival now runs annually across all of the brand’s showrooms, making it a co-ordinated, large-scale retail initiative rather than a standalone promotion.
According to Saha, from a business perspective, the festival plays a stabilizing role during a period of elevated gold prices. Customer sentiment towards gold jewellery has been cautious this year, making the festival’s value-led positioning particularly relevant. The brand estimates that ‘Shubho Vivaha Utsav’ has already contributed to a 20-25% lift in sales this year.
The 2025 edition of the festival places emphasis on maintaining depth across key bridal categories while introducing budget-driven and convertible jewellery. Customers have shown strong interest in jewellery pieces that offer multiple wearing options—such as necklaces that can be reconfigured into chokers or chains—allowing families to manage wedding budgets.
“Marriages are at the core of all that we are about and that is why we have always romanticized the great Indian wedding,” said Arpita Saha, Director, Shyam Sundar Co. Jewellers, adding, “It gives us great pleasure to say that, thanks to customer support, ‘Shubho Vivaha Utsav’, our signature presentation for the wedding season, is now in its 19th year.”
The festival preview featured actor Prantika Das, who appeared in designer gold and diamond jewellery as part of the first look of the 2025 wedding collection. The festival is under way at all of Shyam Sundar Co. Jewellers’ showrooms in Agartala, Dharmanagar and Udaipur in Tripura, and Gariahat, Behala and Barasat in Kolkata.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
