Association with the Retro Rhythms Concert, that brought together families from across Bengaluru, was rooted in the brand’s long-standing relationship with the Bishop Cotton Girls’ School, driven by both legacy ties and a broader strategy to engage with new audiences
Bengaluru: C. Krishniah Chetty Group (CKC) recently partnered with The Old Cottonians’ Association of Bishop Cotton Girls’ School for the Retro Rhythms Concert, a community-led cultural evening that brought together alumni families from across Bengaluru. The collaboration reflected CKC’s ongoing work with local institutions and its approach to engaging new audiences through non-transactional brand presence.
The connection between CKC and the Cottonians runs deep. “My father was a student of the institution,” said Chaitanya V. Cotha, Executive Director, C. Krishniah Chetty Group. “Over the years, we have continued our relationship with the association, and this concert was another step in that ongoing journey.”
Though CKC was not involved in the programming or artiste curation, the brand used the platform to present its lifestyle product line, including Rare Scents, CKC’s fragrance collection. The decision to feature fragrances instead of jewellery was a deliberate move to reposition the brand beyond conventional categories.
“We didn’t participate as a sponsor in the traditional sense,” said Chaitanya. “It was about alignment. The event matched our direction to present CKC as part of everyday choices not just in jewellery, but in personal expression.”
The concert drew a diverse audience that mirrored CKC’s target demographic. Alumni from various professional sectors attended, creating a space for brand interaction beyond retail settings. According to CKC, many attendees who discovered Rare Scents at the event later engaged with the brand through in-store visits and online purchases.
“This was not about sales alone,” added Chaitanya. “It was about being present in meaningful environments where long-term connections can form.”
CKC sees such collaborations as vital to maintaining relevance with emerging generations. The brand is currently associated with several institutions across Bengaluru and intends to deepen this form of outreach.
As CKC continues to diversify its lifestyle offerings, events like Retro Rhythms offer more than visibility – they open a space for dialogue between legacy, community and the evolving consumer landscape.
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 brand Crash.Club, launched in July 2023, retails through these stores and online.
Written by Achal Chaubey
Retail Jeweller India Exclusive
