The brand is building awareness around the project through a documentary and a planned content series that will highlight the history and architectural significance of individual structures
Bengaluru: Abaran Timeless Jewellery is supporting the Hastashilpa Heritage Village in Manipal – dedicated to conserving traditional architecture from across South India and the Deccan region – through its corporate social responsibility arm, the Abaran Foundation. This deepens the brand’s involvement in art and culture preservation.
Established over four decades ago, the heritage site brings together relocated structures ranging from traditional homes to palace-style residences, some dating back to the 12th century and the Vijayanagar era. These buildings, sourced from across Karnataka, Kerala, Andhra Pradesh and parts of Maharashtra, were often at risk of being dismantled or reduced to scrap due to migration and lack of upkeep, but are now being conserved.
Pratap Kamath, Managing Director, Abaran Timeless Jewellery, said, “Many of these homes would have otherwise been dismantled or sold as scrap, despite their historical and architectural value. Preserving them in one place ensures that their significance is not lost to future generations.”
Now, the Abaran Foundation has adopted five such structures within the heritage village, taking responsibility for their maintenance and upkeep. The Foundation has also supported accessibility at the site, including the introduction of an electric buggy to assist senior citizens and visitors across the expansive terrain.
Kamath said, “Art and culture form an integral part of our Foundation’s objectives. Our association with Hastashilpa comes from the need to preserve heritage in a meaningful and sustained manner.”
Though it is a CSR initiative, the brand is building awareness around the project through a documentary and a planned content series that will highlight the history and architectural significance of individual structures. The intent is to bring visibility to a site that remains relatively under-recognized, despite its cultural and academic relevance.
The initiative also coincides with Abaran’s plans to expand into coastal Karnataka, marking a return to its home region after establishing a strong presence in Bengaluru. The Abaran Foundation’s involvement in heritage preservation strengthens this regional connect, particularly as the brand prepares to deepen its presence in markets where cultural continuity holds significance.
Kamath said, “There is a growing need to create awareness around such spaces, especially among younger audiences. The idea is not just to preserve structures, but to ensure that the cultural context they represent continues to be understood and appreciated.”
From a retail standpoint, the initiative reflects a broader shift among legacy jewellers towards sustained, community-rooted engagement. While not structured as a commercial activity, such efforts contribute to long-term trust, recall and relevance—factors that continue to shape customer relationships in regional jewellery markets.
At present, AbaranTimeless Jewellery operates three flagship showrooms and two boutiques in Bengaluru. While its core base remains in the city, the brand is focused on strengthening its regional reach without losing connection to its legacy.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
