The jeweller saw increased engagement across digital platforms and in-store interactions post the event, besides creating strong brand recall
Ratlam: Kataria Jewellers recently partnered with the #DriveHerFuture initiative, supporting the ‘Pink e-Rickshaw’ programme that focuses on women’s livelihood generation and cleaner mobility. The association places the brand within a platform that links community engagement with structured social impact, extending its presence beyond a retail environment.
The initiative was led by Asif Bhamla, a Mumbai-based social activist and environmentalist, and Amruta Fadnavis, a classical singer and social activist, with actor Bhumi Pednekar present at the event. It centred on distributing electric rickshaws to women, enabling income generation. Kataria Jewellers contributed to this process, taking part in the rollout and interacting with beneficiaries and stakeholders.
“We have always believed that progress begins with empowering communities. The #DriveHerFuture initiative brought together women’s empowerment and mobility in a way that aligns with our values,” said Harsh Kataria, Managing Director, Kataria Jewellers. “Our objective was to support women in accessing livelihood opportunities while contributing to a cleaner environment.”
The association reflects the brand’s focus on social responsibility and community involvement. Its participation went beyond collaboration to address economic access and environmental concerns.
“Trust, responsibility, and community development have been central to our approach. Through this initiative, we supported the distribution of electric rickshaws, enabling women to build independent income streams,” Kataria said. “Our commitment is to contribute to long-term social impact.”
Alongside its on-ground role, Kataria Jewellers used digital platforms to communicate the association. Pre-event announcements, coordinated posts, and post-event content across social media channels extended the reach of the initiative. The brand documented key moments, stakeholder interactions, and beneficiary stories, ensuring that engagement continued beyond the event.
Jewellery from the brand’s portfolio was present during the event, worn by models within the setting rather than showcased separately. The pieces aligned with both everyday use and occasion-based wear, allowing them to integrate into the environment and support visibility through presence.
“The association was communicated through a mix of digital outreach and on-ground engagement. It allowed us to connect with audiences who value brands that contribute to society,” Kataria added.
Associations of this nature enable brands to build visibility through trust and shared values. For Kataria Jewellers, the outcome included increased engagement across digital platforms and in-store interactions. The initiative contributed to stronger brand recall, supported customer acquisition and reinforced relationships with existing customers by positioning the brand within a framework of community contribution and long-term engagement.
The Kataria Jewellers brand traces its origins to 1909, when Shri Dhulchand Ji Sa Kataria established it as Daulatram Dhulchand. The name was changed to Dhulchand Pannalal in 1962 and later rebranded as Kataria Jewellers in 1999. The company operates two stores in Ratlam, Madhya Pradesh, in addition to its recently opened showroom in Indore.
Written by Achal Chaubey
Retail Jeweller India Exclusive
