B.K. Saraf Jewellers promotes brand visibility and women’s empowerment with Devi Awards 3.0

For the brand, the awards property was born out of a desire to create a platform that resonates with its values and effectively engages women, its primary audience

Lucknow: To celebrate and acknowledge the achievements of remarkable women, B.K. Saraf Jewellers from Lucknow embarked on a unique journey, instituting the ‘Devi Awards’ during Navratri each year. This year, the brand went ahead with Devi Awards 3.0, the third edition of this endeavour, which underscored its commitment to honouring the exceptional contributions of women to society. The initiative, launched in 2021, has grown in scope and reach, while enhancing the brand value of B.K. Saraf Jewellers.

EVOLUTION OF A VISION

For the brand, the Devi Awards was born out of a desire to create a platform that resonates with its values and engages women, its primary audience, effectively. Hence the aim is to recognize the role of women in the jewellery industry’s ecosystem and beyond it. Amol Bansal, Managing Director of B.K. Saraf Jewellers, explains, “We wanted to make women feel a sense of belongingness with us and acknowledge their significance for our community. The Devi Awards also positions our brand higher in the market.”

Over the years, the initiative has expanded its horizons. The first edition saw renowned folk singer Malini Awasthi portraying the nine avatars of Devi over the nine days of Navratri. Building on this foundation, the second edition honoured nine eminent personalities from diverse fields, selected by the brand, during Navratri.

CHOSEN WITH CARE

In its third year, Devi Awards 3.0 invited nominations for the first time and saw a surge in participation, with more than 200 nominations in the first three weeks. The selection process for Devi Awards 3.0 involved meticulous scrutiny by a panel of esteemed jurors, all of whom are previous year’s recipients of the award. “Our primary criterion for winning is that nominees’ work should be validated by authentic sources,” explains Bansal.

The nine chosen Devis this year are – Vishakha Shukla (Social Work and Animal Welfare), Anubhuti Jain (entrepreneur), Anju Goel (Healthcare and Medicine), Saba Jafri (Content Creation), Suhani Gurnani (Fashion & Design), Poonam and Ishitta Ranjan Chowdhary (Makeup and Artistry), Padma Shree Awardee Veena Tandon (Academics & Education), Tulika Banerjee (Entertainment) and Anita Singh (Art & Creativity).

The brand also honoured ‘Nanhi Devis’ (young Devis) this year, recognising Baani Chaawla, a 15-year-old visually challenged singer, anchor, and RJ, and Ginni Sehgal, also 15, who is an accomplished Bharatnatyam dancer.

The Devi Awards initiative is a champion of the brand’s ethos and its enduring respect for women’s accomplishments. “Devi Awards is BK Saraf’s way of giving back to society. It is aimed at recognizing the great work done by women, highlighting their stories in society and inspiring women to believe in their inner Goddess and confidently go after their dreams,” Bansal sums up.

Written by Maithili Patange

Retail Jeweller India Exclusive