The initiative connected the legacy of Kolar’s gold mining history with the rise of women’s golf, while reflecting the brand’s foundation in craftsmanship and heritage
Kolar: The C. Krishniah Chetty Group recently launched the Krishniah Chetty Gold Legacy Pro-Am 2026, a women’s golf tournament developed in partnership with Zion Hills Golf County and the Women’s Golf Association of India (WGAI). It enabled direct engagement between the brand and prospective clients, including high-net-worth individuals who frequent the golf circuit.
The event featured over 120 golfers, including 30 women professionals, 30 invited women amateurs from South India and 60 other amateur players. The tournament’s impact was most visible in how it translated brand values into lived experiences. Chaitanya V. Cotha, Executive Director, C. Krishniah Chetty Group, said, “We were the conceptual partners behind the Krishniah Chetty Gold Legacy Pro-Am 2026. The initiative was meant to connect the legacy of Kolar’s gold mining history with the rise of women’s golf, while reflecting the CKC Group’s foundation in craftsmanship and heritage.”
Jewellery played a defined yet contextual role across the event, moving beyond display into story-telling. Rather than functioning as standalone prizes, jewellerypieces were positioned as symbols of achievement and craftsmanship. A key moment was the pre-tournament gala at the brand’s heritage space in Bengaluru, where six exclusive jewellery creations inspired by golf were auctioned. The auction directed 50% of proceeds towards supporting caddies and their families, linking the product directly with social impact.
Cotha said, “Our objective was to create a platform with purpose; one that brought together sport, heritage and meaningful social impact.” This approach was further reinforced through the winner’s trophy, inspired by the legacy of Champion Reef, aligning the symbolism of gold with sporting excellence.
On-course experiences also integrated the brand narrative. Competitions such as gold-themed challenges and historically inspired elements drew from the Kolar Gold Fields and the brand’s early association with mining communities. These elements translated heritage into interactive formats, allowing participants to engage with the brand’s legacy in a tangible way.
From a marketing perspective, the initiative extended beyond the event through digital communication, targeted outreach and social media amplification. Content focused on participant experiences, the Pro-Am format and the story-telling behind the tournament, ensuring continued visibility post-event.
Cotha added, “The Pro-Am format created exactly that. It allowed our premium clientele and HNIs to play alongside professional and emerging women golfers, creating genuine conversations and relationships on the course.” This approach reflects a trend in luxury marketing, where experience and authenticity drive brand recall.
Initiatives such as the Krishniah Chetty Gold Legacy Pro-Am 2026support both customer acquisition and long-term retention. By embedding the product within meaningful experiences, the brand moved beyond transactional engagement and built deeper connections.
A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand currently operates five showrooms in Bengaluru. Its silver and lab grown diamonds brand Crash.Club, launched in July 2023, retails through these stores and online.
Written by Achal Chaubey
Retail Jeweller India Exclusive
