According to the management, the initiative has supported improvement in sales focus, scheme enrolment and overall store coordination
Ratlam: DC Jewellers has been conducting a structured monthly employee recognition programme at its Indore and Ratlam stores for the past 10 months. The initiative was introduced at the time of the Indore store launch and has since been integrated into regular operations, with the retailer seeing an actual uptick in store performance.
Mohit Soni, Business Head, DC Jewellers, said, “We wanted to make employees energetic and productive and for this, we needed to break their monotonous attitude and make them feel appreciated.Over the last 10 months, we have seen stronger participation from the team, better focus on individual targets and greater involvement in scheme enrolment, which is contributing to overall store performance.”
According to the management, the initiative has led to visible engagement among staff members. Employees actively track their performance metrics and aim to qualify across categories, creating healthy internal competition. This has supported improvement in sales focus, scheme enrolment and overall store coordination.
The programme has created a defined framework for performance measurement and internal motivation. Each month, employees are evaluated across three sales categories first, second and third positions along with a separate certificate for the highest scheme enrolment. In addition, an exceptional performance certificate is awarded to one overall performer in the store. This category is not limited to sales staff and may include a customer relationship officer (CRO), customer relationship executive (CRE) or cashier, thereby ensuring that all functional roles are considered.
The felicitation ceremony is conducted between the 5th and 10th of every month at both stores. Recognized employees receive certificates and gifts such as silver coins or gift hampers from the management. The structured and recurring format has helped regularize performance reward rather than treating recognition as a one-time activity.
By formalizing recognition, DC Jewellers has aligned employee motivation with measurable business parameters. The initiative has encouraged internal accountability, improved coordination among departments and supported sustained performance tracking. The company has confirmed that the programme will continue as part of its operating culture at both locations.
Founded in 1920 in Ratlam, where its flagship store operates, DC Jewellers is also present in Indore where its second store is located.
Written by Achal Chaubey
Retail Jeweller India Exclusive
