Jewellery purchases of Rs 15 lakh or more – made between January 1, 2026 to December 31, 2026 – qualify customers for entry into a draw, at the end of which 12 couples will be selected for a trip to Paris
Bengaluru: Leading jewellery retailer C. Krishniah Chetty Group has been gaining traction with its ‘Travel the World – Paris’ campaign, designed to connect high-value purchases with curated travel experiences, positioning the brand within a wider lifestyle context. The brand has been running similar campaigns for the past two years, with a good measure of success.
Part of the brand’s ongoing customer engagement efforts, the campaign invites customers to participate by making jewellery purchases of Rs 15 lakh or more, which qualifies them for entry into a draw. At the end of the campaign period, 12 couples will be selected for a trip to Paris. The programme covers the January 1, 2026 to December 31, 2026 time period, giving customers a defined window to buy jewellery.
Chaitanya V. Cotha, Executive Director, C. Krishniah Chetty Group, said, “The core idea was to offer experiences, not just sales, and to connect with clients on a more personal level.” He added that the initiative builds on earlier editions of the programme, including a cruise and a Congo-based experience, where select clients got to travel as winners of the campaign.
The campaign has seen participation from existing clients, with interest driven by awareness of previous editions. Customers are entering not just for a reward linked to jewellery purchase, but for the actual opportunity to be part of a curated travel programme organized by the brand. This has contributed to repeat visits and extended interaction at the store level.
Promotion for the campaign is being carried out across online and offline channels. Digital platforms are being used to communicate the offer, while direct outreach to existing clients remains a key driver. In-store teams are playing an active role by informing customers about eligibility criteria and guiding them through the entry process. This integration of communication channels ensures that the campaign remains visible throughout the purchase journey.
Cotha, a believer in long-term relationships, said, “We believe it is important to know clients personally, and many of them have become friends of the leadership team.”
C. Krishniah Chetty Group, with a legacy in the jewellery sector, continues to use such initiatives to engage its client base. By linking high-value purchases with experiences, the brand is creating an incentive structure that supports both sales and customer retention.
Campaigns that combine purchase thresholds with experiential rewards support customer acquisition and repeat business. They create a framework where customers associate the brand with access and engagement, not just product. This strengthens recall and increases the likelihood of referrals, as participants share their experiences within their networks. For retailers, such initiatives act as a tool to build sustained interaction while maintaining transaction flow across the campaign period.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand currently operates five showrooms in Bengaluru. Its silver and lab-grown diamond brand Crash.Club, launched in July 2023, retails through these stores and online.
Written by Achal Chaubey
Retail Jeweller India Exclusive
