The showsheld across multiple cities resulted in cultural outreach and disseminating information about the brandto attendees, who could be potential customers
Pune: P.N. Gadgil & Sons recently organized shows of the popular Marathi play ‘Groom Bride Groom’ in cities across Maharashtra as part of its ongoing cultural outreach. The initiative, now in its fourth year, has become a fixture during Pitrupaksha, a period considered relatively quiet for jewellery retail activity. It gave the brand an opportunity to connect with potential customers.
Commenting on the initiative, Aditya Modak, COO and CFO, PN Gadil & Sons Ltd, said, “We have been conducting such activities during Pitrupakshafor four years now. Marathi theatre has always been at the core of Maharashtra’s culture, and we wanted to support it while also reconnecting the youth with it. Since retail is relatively slow in this period, such events help us utilize the time for customer engagement.”
The shows were staged free of cost for audiences in cities where the brand has branches, allowing new generations to experience live theatre. According to Modak, the response has been strong, especially from younger audiences who are less exposed to theatre. “The new generation is more connected to Netflix or digital platforms. Experiencing a live performance is different for them, and since these shows are free, many come forward to attend. Over time, people have even begun to anticipate which play or performance will come next,” he noted.
The theatre performances also created avenues for the brand to engage directly with customers before or after the show,and during intervals. This included sharing information about newer launches and sister brands such as Gargi and Reva. By positioning the shows as both culturally significant and informative, P.N. Gadgil & Sons was able to directly converse with attendees, who could be potential customers.
“Such activities generate dialogue between our staff and customers. They help us educate people about our multiple brands and offerings, and this eventually results in incremental sales and extended networks through families and friends,” Modak explained.
Beyond theatre, the jeweller has also supported other performing arts, including story-telling sessions and musical programmes, aligning cultural initiatives with its brand identity.
With 33 stores across Maharashtra, P.N. Gadgil & Sons continues to view such collaborations as an extension of its longstanding association with Maharashtrian traditions, integrating jewellery with broader aspects of cultural life.
Written by Achal Chaubey
Retail Jeweller India Exclusive
