The visit, which happened organically, boosted footfalls and increased visibility for the brand, highlighting the reach of jewellery retail on wheels and its ability to connect with a wide audience
Sangli: Cast members of Star Pravah’s Marathi serial ‘Vachan Dile Tu Mala’– Milind Gawali, Anushka Sarkate and Indraneil Kamat – noticed CS Jewels’ jewellery store on wheels, Suvarna Safar, during the recently concluded Sangli Festival, and visited it to experience mobile jewellery shopping. Their visit naturally drew attention to CS Jewels’ mobile retail initiative.
CS Jewels participated in the Sangli Festival – held from December 25 to December 29, 2025 –with Suvarna Safar, an initiative designed to take jewellery retail beyond physical stores by reaching customers in towns and neighbourhoods through a fully functional showroom set up inside a customized bus. Siddharth Shah, Director, CS Jewels, who has conceptualized the mobile jewellery showroom, said, “Suvarna Safar was created to reach customers who may not always have access to a jewellery showroom. The visit by the cast happened organically and helped bring more visibility to this initiative during the Sangli festival.”
The presence of the television actors led to increased footfalls at the mobile store, with visitors gathering to understand the concept and see it for themselves. This helped CS Jewels engage directly with festival attendees and introduce the brand to a wider audience. Many visitors interacted with the brand team, leading to enquiries about future visits of Suvarna Safar to their towns.
Shah added, “When people see jewellery retail in a mobile format, it creates interest and conversation. The response at Sangli showed that customers are open to shopping experiences that fit into their daily environment.”
Through Suvarna Safar, CS Jewels connects with both urban and rural customers, including first-time buyers who may not regularly visit jewellery stores. The initiative also supports brand recall by placing the store right at the centre of public spaces and community events. Participation in the Sangli Festival reinforced CS Jewels’ approach of combining accessibility with direct customer interaction, strengthening its presence across regional markets.
The story of CS Jewels began when Late Shri Chandulal Shah founded the brand in 1827 in the town of Baramati, Maharashtra. Over the years, the brand, known as ‘Chandukaka Saraf’ expanded, with its legacy continuing into the present day. InDecember 2023, the company adopted a new logo and rebranded as CS Jewels. Today, it operates 18 stores, with 14 located across western Maharashtra and four in Karnataka.
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