The association helped the brand gain trust of residents within its immediate catchment area, and positioned it directly before its target audience
Surat: D. Khushalbhai Jewellers recently associated with a cricket league organized within Sangini Vedanta, a residential enclave located near its new showroom in Vesu, Surat. The initiative formed part of the brand’s efforts to build visibility and familiarity in its immediate vicinity by engaging directly with communities living in the area.
The league brought together residents across age groups, with around 100 to 120 families participating in the matches and nearly 350 families attending the event to watch and support participants. As the title partner, the jeweller received prominent branding across team T-shirts, hoardings and other promotional material throughout the league.
“The entire society was participating in the league, and since it was right next to our new showroom, we saw it as an opportunity to connect with the community,” said Deep Chokshi, Director, D. Khushalbhai Jewellers. “Being the title partner meant our name was visible across T-shirts, hoardings and all event communication. It helped position our brand directly before the people we wanted to reach.”
Unlike broader advertising channels, the residential setting allowed the brand to interact with potential customers in a more direct and personal environment. The event, held over a full day with matches, meals and community participation, created an opportunity for residents to engage with the brand in person too.
“In such community events, everyone gathers in one place, which makes it easier to meet people and introduce ourselves,” Chokshi said. “It was not just about visibility, but about building familiarity with families living around our showroom.”
To reinforce this engagement, D. Khushalbhai Jewellers extended its association to present a small souvenir — religious idols in silver foil, selected according to the recipient’s faith — to each house-owner within the enclave. “We gave a souvenir to every house-owner so that residents would remember us beyond the event,” Chokshi explained. “When someone receives something personally, it creates a stronger connection. Partnership visibility lasts for the duration of the event, but such gestures help create longer recall.”
The initiative also translated into measurable business outcomes. According to Chokshi, the association helped drive walk-ins and establish trust among residents who were newly introduced to the brand’s showroom in the area. “People from the area visited our showroom and supported us in return,” he said. “We already have brand recognition in Surat, but reaching customers in a new area requires direct engagement. This event helped us bridge that gap.”
The cricket league was part of a broader outreach strategy centred on residential communities near the showroom. The brand has also supported similar initiatives in neighbouring areas and extended special privileges for residents. “We focus on connecting with specific communities around us rather than doing generic promotions,” Chokshi said. “This approach helps create a personal relationship and makes the association more meaningful.”
Such initiatives have also helped the brand remain visible during periods of slower market activity, allowing it to strengthen relationships ahead of future purchase cycles. “During slower business periods, activities like these help us stay connected with customers,” Chokshi added. “It allows people to know us personally, which can translate into stronger trust and business over time.”
The brand runs a single retail store based in Vesu, Surat, offering a range of gold, silver, diamond, platinum and CVD jewellery.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
