Getting women out on stage: DP Jewellers shatters the glass ceiling with its Karwa Chauth event

Karwa Chauth was celebrated in its silent splendor across the country bringing much cheer to jewellers who now see this as an opportunity to engage with women far more deeply.

Case in point: DP Jewellers, a company in Ratlam, which teamed up with a recreation group to conduct a pre-Karwa Chauth event. Called ‘Chaand Sa Roshan Chehra’, the event was spearheaded by M, a local women’s group, primarily working for the welfare of the women. Headed by Supriya Madan, the group comprises close to 350 members.

The two-part event (online and offline) had a contest created by DP Jewellers, where four age-groups were created — 22-25 years, 25-30 years, 30-40 years and above 40 years. In the first part, women were invited to send in their Karwa Chauth pictures, and the best entries from the 28,000 ones received, won DP loyalty coupons, to be encashed for jewellery. In the second part, which was offline, women walked the ramp in all their finery. Three winners were selected from each age-group as winners. Various other ladies clubs were roped in to make the event a grand success.

Amit Bandi, CEO of DP Jewellers, said, “This one-of-a-kind event was a first by any jeweller in the country. Women in our country need to come out more and participate in social events. This was our motive. Karwa Chauth has become a very important event for jewellers and drives sales. With Covid in tow, we wanted to do something to brighten things up, and decided to organise an in-store pre-Karwa Chauth celebration.”

The online part of the competition saw entries not only from India, but Indians living in US, UAE, European and African countries. The offline part was held two days before the festival and saw about 120 participations.

“Since travel restrictions are on, we really enjoyed the idea of taking the contest beyond borders through the online forum. Almost 90% of the participants were not our customers, so we could reach out to them as potential ones. We may have broken a few records, so we have approached the Limca Book of Records too,” Amit added.

Courtesy: Retail Jeweller India News Service