While the initiative focused primarily on community service, brand engagement efforts allowed the jeweller to connect with consumers on an emotional and cultural level in the backdrop of one of Odisha’s most popular and spiritually significant festivals
Bhubaneshwar: Khimji Jewellers’ CSR arm, the Khimji Foundation, took an active role in the recently concluded c in Odisha, reinforcing its commitment to the State’s people and traditions. By walking alongside lakhs of devotees and offering essential services, the brand extended practical support that went beyond ritual participation.
“Khimji Foundation’s involvement in this year’s Ratha Yatra epitomized its long-standing commitment to supporting the people and culture of Odisha,” said Sumeet Khimji, Director, Khimji Jewellers. “Our role was to ensure the safety, comfort and wellbeing of devotees by offering essentials, medical aid, hydration points and logistical assistance during the celebrations.”
While the initiative primarily focused on community service, it also aligned with Khimji Jewellers’ brand values and helped strengthen its cultural positioning. A key feature was the launch of the Vaikuntha Collection, a series of gold pendants inspired by Lord Jagannath. Timed with the festival, the collection was promoted through digital story-telling and social media engagement.
“The Ratha Yatra initiative reflects our deep roots in Odisha and our intent to serve society,” added Khimji. “At the same time, our brand engagement efforts during the festival allowed us to connect with consumers on an emotional and cultural level.”
Planning for the initiative included the deployment of water sprinkler vehicles to maintain cleanliness and comfort, as well as ambulance services for emergencies. These measures supported the crowd effectively and contributed to a positive public perception of the brand’s responsiveness and accountability.
Khimji Jewellers also had a symbolic role in the iconic Suna Besha ritual, which involves the adornment of Lord Jagannath and his siblings with gold ornaments. The brand’s artisans have been responsible for recreating and restoring the golden tilaks of the deities, a responsibility first undertaken during the last Nabakalebara and expected to continue into 2034.
“Participating in Odisha’s key festivals reinforces Khimji’s identity not just as a retailer, but as part of the state’s cultural fabric,” said Khimji. “This involvement helps us build brand trust and connect with younger consumers who value authenticity and tradition.”
By linking social responsibility with cultural relevance, Khimji Jewellers continues to strengthen its brand narrative in Odisha. Headquartered in Bhubaneswar, the brand currently operates nine stores across the State, including four in the capital city itself.
Retail Jeweller India News
