At Kensho Lit Fest 2025, KevaBox aims to strengthen connect with younger consumers

The brand’s participation in the festival aligned with its vision of targeting modern, independent college-going women who seek minimalistic precious jewellery

Mangaluru: KevaBox, a modernistic jewellery sub-brand of City Gold and Diamonds, recently partnered with the Kensho Literature Festival at St. Aloysius College, Mangaluru, to enhance its visibility and connect with a younger audience. The brand has been making strategic moves to establish itself in India’s competitive lightweight jewellery market.

Kensho Lit Fest is an annual intercollegiate literary festival organized by the Department of English at St. Aloysius College every year in March. The event features a variety of literary activities, including readings, competitions, poetry slams and interactive sessions aimed at promoting literature, art and creative writing. At the event, KevaBox set up promotional stalls, displayed brand visuals on LED screens, and engaged with students through interactive educative sessions on jewellery and jewellery-making. The brand also conducted a lucky draw contest, with one winner receiving a diamond ring.

“We noticed a gap in the market for lightweight, everyday-wear gold jewellery, which is not widely available,” Dilshad Mohammad, Founder & CEO of KevaBox stated, adding that this demand is what drives their participation in events organized by Aloysius College, as it attracts the right audience. “Through activities such as our lucky draw, we collected a database of potential customers and followed up with promotional offers.”

While the brand did not showcase its jewellery at the event, it focused on brand awareness. This strategy has been part of KevaBox’s broader marketing approach, which includes participation in community events which attracts a younger crowd in cities like Bengaluru, Kochi and Kozhikode. By positioning itself in spaces where working women and young professionals gather, the brand aims to convert engagement into sales.

KevaBox, which entered the market in 2022, has rapidly expanded, with six stores across Kerala and Karnataka, including the brand’s flagship outlet in Mangaluru’s Nexus Mall. “Competing with established brands like CaratLane, BlueStone and Tanishq, Kevabox aims to carve its niche by offering trendy yet investment-worthy jewellery,” stated Mohammad.

Meanwhile, Kevabox launched an International Women’s Day campaign titled ‘For the Women’ recently. The campaign recognized aspiring female entrepreneurs in Mangaluru, offering them certificates of appreciation and special incentives at the brand’s flagship showroom. Additionally, women born on March 8 were eligible for an exclusive 35% discount on diamond jewellery. “This initiative was well-received, generating around 20 walk-ins every day for the campaign,” Mohammad noted.

Looking ahead, the brand continues to explore innovative ways to engage with its audience. While digital marketing remains a core component of its outreach, the brand recognizes the importance of offline events to build trust and awareness. With a focus on lightweight, stylish and investment-worthy gold jewellery, the brand has an agenda to steadily build its presence in India’s evolving jewellery landscape.

Written by Megha Misra

Retail Jeweller India Exclusive