Abaran celebrates 90 years, promotes legacy of temple jewellery as title sponsor of Drishti Dance Festival

The brand reiterated its commitment to supporting art, culture and community through impactful collaborations

Bengaluru: Gold and diamond jewellery brand Abaran Timeless Jewellery recently celebrated its 90th anniversary with an active involvement in the 20th edition of the Drishti Dance Festival, organized by the Drishti Art Foundation. The brand served as the title sponsor and event partner, underlining its commitment to supporting art, culture and community. 

The Drishti Dance Festival, an annual cultural extravaganza that takes place every January, showcases a variety of dance forms from across the country. This year’s festival showcased a mix of classical styles, including Bharatanatyam and Kathak, along with Yakshagana, a traditional dance form of coastal Karnataka. The inclusion of Yakshagana was particularly meaningful, as it highlighted the deep cultural roots of the brand, whose founder originally hailed from the coastal region. 

The brand has long been committed to promoting the arts through its CSR wing, the Abaran Foundation. Its philosophy centres around celebrating cultural diversity and preserving heritage through impactful collaborations. 

“Our founder, my grandfather, Sadananda Kamath established Abaran in 1935 in coastal Karnataka, and Yakshagana is an art form that belongs to this region. It’s integral to where we come from, and it feels special to showcase this dance form at the festival for the first time,” stated Pratap M. Kamath, Managing Director of Abaran Timeless Jewellery. 

One of the highlights of the event was the brand’s display of its signature temple jewellery collection. Temple jewellery, inspired by the intricate carvings found in South Indian temples, has become a cornerstone of Abaran’s design philosophy. The brand claims to have been one of the pioneers in launching a dedicated campaign for temple jewellery back in 2008. “The temple jewellery collection is a reflection of our commitment to preserving South Indian heritage. The intricate designs are inspired by the architectural beauty found in temples, and we are proud to showcase them as part of the Drishti Festival,” Kamath said.

The brand’s marketing strategy for the festival included social media and promotional videos that garnered significant views. “Social media is a powerful tool for us. We are able to reach a cross-section of society, from younger audiences to even older generations. It’s the most effective way to connect with people who are interested in art, culture, and jewellery,” explained Kamath, adding that over 70% of their audience engagement comes from social media. 

The brand has expansion plans in the pipeline. With three stores in Bengaluru, it has hinted at new ventures that will strengthen its presence in Karnataka. 

Written by Megha Misra

Retail Jeweller India Exclusive