The Kasaragod Jewellery Cricket Premier League (KJCPL) matches were live-streamed, giving the brand access to viewers in other parts of India and overseas markets such as the GCC, the UK, and Southeast Asia, where regional sporting leagues are followed
Kasaragod: City Gold & Diamonds associated with the second season of the Kasaragod Jewellery Cricket Premier League (KJCPL) as part of its customer engagement strategy during the December wedding season in South India. The collaboration was timed ahead of a key business period for jewellery retailers in Kerala, where December sees sustained customer activity linked to weddings and family purchases.
KJCPL brought together jewellers and business owners from across the Kasaragod region, creating opportunities for interaction beyond store-level engagement. City Gold stated that the league helped expand its business network within the town. According to the company, prior to the tournament, the brand was connected with around 20% of local business owners. Following the league, that reach increased to over 70% through direct interactions during matches and related activities.
Mohammed Dilshad, Director, City Gold & Diamonds, said, “The league allowed us to meet people we were not previously connected with. Over the match days, we received two business enquiries, with an estimated purchase value of around Rs 1.5 crore.”
The brand also fielded its own team for the league, selecting players from different store locations. Internal selections were conducted across branches, followed by matches scheduled after store hours, allowing teams to participate without affecting retail operations.
“December is a key period for our business in Kerala. Through KJCPL, we wanted to create a platform where our teams could step away from routine work while staying connected as one group,” said Dilshad.
City Gold’s association with KJCPL was supported through venue branding, including banners and on-ground visibility. Matches were also live-streamed, giving the brand access to viewers in other parts of India and overseas markets such as the GCC, the UK, and Southeast Asia, where regional sporting leagues are followed
City Gold and Diamonds is a leading jewellery retailer in Kerala, and was founded at Kasaragod, Kerala in 1999. In 2016, the brand re-entered the market with a new brand logo and corporate colour theme. Today, it has eight showrooms across Kasaragod, Uppala, Kanhangad, Puttur and Mangaluru. The brand made its international foray with a store at Gold Souq Extension in Deira, Dubai and another one at Sharjah.
Written by Achal Chaubey
Retail Jeweller India Exclusive
