The sessions focused on characters from the Ramayana, including Ram, Lakshman and other figures, and explored how their actions can relate to present-day decision-making
Kanpur: Sona Chandis recently organized a three-day cultural and spiritual programme named ‘Ram Katha’ by poet, author, spiritual leader and motivational speaker Kumar Vishwas in Kanpur, bringing together audiences across all age groups. The jeweller partnered with the Sanatan Samiti to host the event.
The idea for the programme stemmed from the reach of Kumar Vishwas – one of the founding members of the Aam Aadmi Party –across audiences belonging to all generations. The Ram Katha format allowed the audience to connect religious teachings with daily life, business conduct and social responsibility. The sessions focused on characters from the Ramayana, including Ram, Lakshman and other figures, and explored how their actions can relate to present-day decision-making.
Speaking on the intent behind the initiative, Rajendra Agarwal, Owner, Sona Chandis said, “The thought was to create a programme that benefits people in their personal lives and also adds value to society. Ram Katha, as presented by Kumar Vishwas, speaks about how lessons from the Ramayana can be applied in life, business and social conduct.”
The event witnessed daily attendance, with estimated total footfalls of 20,000 people over three days. Despite the cold climate during the activity period, participation remained consistent. The audience included representatives from the Uttar Pradesh administration and Government, including the Assembly Speaker, the Deputy Chief Minister, ministers, MLAs, police officials, district administration members, industrialists and other stakeholders.
The event venue and arrangements were managed by Sona Chandis. Promotion included outdoor visibility through hoardings, print advertisements and social media outreach across Kanpur.The programme received wide media coverage through print publications and digital platforms, with videos and press coverage shared widely after it was over.
From a brand perspective, the initiative aimed to increase visibility and buildbrand connect within the local community. The brand engaged with people through a cultural lens rather than product-led communication.
Commenting on the impact, Agarwal said, “Such programmes help build visibility and recognition for the brand across age groups. When a brand associates itself with cultural and religious platforms, it creates recall and trust, which supports long-term positioning.”
The event also provided an opportunity for relationship-building with local industry members and community leaders. According to Agarwal, personal connections developed further during the programme, supporting engagement beyond the retail environment.
Through the Ram Katha initiative, Sona Chandisensured brand outreach through cultural activity, while reinforcing its presence within the community.
Sona Chandis, founded in 1994 by Roop Chandra Agarwal, began as a 1,200 sq. ft showroom in Kanpur. Today, it has expanded into a 15,000 sq. ft jewellery haven, making it one of Uttar Pradesh’s largest and most prestigious jewellery brands.
Written by Achal Chaubey
Retail Jeweller India Exclusive
