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D. Khushalbhai Jewellers pays tribute to successful lunar mission with Chandrayaan Rakhis 




In a successful exercise of moment marketing, the jeweller introduced a unique collection of Chandrayaan Rakhis, celebrating the soft landing of Chandrayaan 3 on the moon as well as Rakshabandhan

For Rakshabandhan, Surat-based retail jeweller D Khushalbhai Jewellers unveiled a Chandrayaan Rakhi collection, paying homage to India’s extraordinary achievement of the soft landing of Chandrayaan 3 on the moon as well as the spirit of the festival. Deep Choksi, Director of D. Khushalbhai Jewellers, says, “The collection is made with two emotions – it features exquisite Rakhis that honour India’s successful lunar mission while also celebrating the cherished sibling bond.”

Thought behind the collection

D. Khushalbhai Jewellers took inspiration from the Indian Space Research Organisation (ISRO)’s unique feat and decided to craft Rakhis that encapsulate the sense of national pride associated with the mission. By creating Rakhis adorned with the image of Chandrayaan 3, the jeweller sought to inspire siblings who are involved in scientific endeavours or aspire to excel in the aeronautical field. The Chandrayaan Rakhis were thoughtfully designed to resonate with all individuals interested in space exploration and aeronautics, serving as a symbol of motivation and aspiration.


Crafted from gold and silver coins, the Chandrayaan Rakhis bear an intricately imprinted image of Chandrayaan3 on one side, while the reverse side is blank, offering scope for customization with names or special wishes. The Rakhis – available in a range of weights and designs – are designed to transform into wearable pendants after the festival.

The jeweller saw great response to the Chandrayaan Rakhi collection. While gold Rakhisgarnered substantial interest, sales of silver Rakhis werehigh due to their affordability, aligning with a wider audience’s preference. The gold Rakhisranged in price from Rs 17,000 to Rs 1,30,000 while the silver Rakhis sold for Rs 1,500 to Rs 4,000. 

Promotion and outreach

To promote the Chandrayaan Rakhi collection, D. Khushalbhai Jewellers leveraged its social media platforms. The collection’s intriguing theme bringing together national pride and sibling bonding captured the attention of news channels, resulting in additional coverage. The jeweller also benefited from word-of-mouth recommendations, further amplifying the reach of the collection. In a successful exercise of moment marketing, this Rakshabandhan, D. Khushalbhai Jewellers’ Chandrayaan Rakhi collection stood out as a meaningful representation of the nation’s achievements, and the spirit of the festival celebrating sibling bonds.

Written by Maithili Patange

Retail Jeweller India Exclusive

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