Batukbhai Jewellers’ association with local women’s cricket league creates opportunity for fresh footfalls

The brand gave the winning teams of the MBYC Cup Batukbhai Jewellers Queens Cricket Challenge coupons to be redeemed at its new Shankar Nagar showroom, ensuring they have a reason to visit it and explore its range of jewellery

Nagpur: Batukbhai Jewellers recently enhanced its regional visibility by serving as the title sponsor for the MBYC Cup Batukbhai Jewellers Queens Cricket Challenge. The event, organized by Mehendi Bagh, a residential society in Nagpur, centered around women’s cricket matches and aimed to celebrate women’s empowerment. The residential society took the onus of creating the cricket teams and organizing the matches.

By associating with this initiative, the jeweller not only promoted its brand but also showed its support for inclusivity and for creating opportunities for women in sports.

According to Naina Sheth, Creative Director, Batukbhai Jewellers, women in the age group of 20-40 years from the locality were invited to take part in the matches that took place over three days in early November. “The women’s cricket league saw healthy participation and we wanted to be associated with such an initiative. Being there as a title sponsor gave us a chance to speak about our brand,” she added.

The winning teams of the cricket matches were felicitated by Mohit Sheth, Director of Batukbhai Jewellers, and gifted coupons to be redeemed at the brand’s new showroom at Shankar Nagar in Nagpur. This gave the women cricketers an incentive to explore the brand’s range of jewellery offerings at its newer second showroom, not just the flagship Dharampet store.

Additionally, the store’s convenient proximity to the event venue created a strategic opportunity for attendees and participants to engage with the brand, potentially translating the goodwill generated during the tournament into future footfalls and customer relationships.

“The focus here was at a microlevel because the attendees and the players were from the same locality. We had invited some of our customers to attend the matches, while most other attendees came from the organizers’ end,” explained Sheth.

As the event took place only recently, the brand is still in the process of assessing the broader impact of this association on its jewellery business, said Sheth. While it is too early to measure tangible outcomes, the gesture of gifting coupons to the winning team members laid the foundation for creating connections with a new audience.

This initiative, said Sheth, not only rewarded the participants but would also create an opportunity for them to engage with the brand on a more personal level when they visit their showroom. By introducing these potential customers to Batukbhai Jewellers’ offerings, the brand aims to build long-term relationships and expand its reach within the community.

“So far, through this association we have had people coming in for small-ticket purchases or to buy gold coins. But we see this as a new base of consumers familiarizing themselves with our store and the brand’s products. As time goes by, we will be able to see greater footfalls”, stated Sheth.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive