J. D. Solitaire’s book distribution drive aims to boost literacy, helps brand learn about ground reality in education scene 

According to the jeweller, partnerships with local schools or community organisations could be an effective way to promote the brand through word-of-mouth within those networks. By working together on initiatives or events, the brand can gain visibility among the members of these communities 

New Delhi: With their recent book distribution drive, J D Solitaire has been helping inculcate a reading habit in young school children while supporting literacy and educational development in the community. The activity, which the brand has been undertaking for the last two years, started with identifying key partners and stakeholders such as local schools, community centers, and education-oriented non-profit organizations to collaborate with. This has enabled the jewellery house to create a plan outlining the logistics, distribution method, timeline, required resources, and create an ecosystem via partnerships with publishers to support its goals.  

Speaking about how the book distribution event came to be, Sanjay Kalsi, Founder & Managing Director, JD Solitaire, said, “The distribution event was organised at designated locations. This involved setting up distribution points, organising volunteers, and ensuring that all safety and logistical considerations were met.” 

The brand floated the news on social media to keep its customers informed about the activity. Offline, in-store displays and announcements helped inform customers visiting physical locations about the initiative. 

The event was also covered by the local media and garnered attention, amplifying the brand’s reach and bringing it to the attention of a larger audience. This surge in visibility helped it raise awareness and establish itself more firmly in the minds of its customers. 

Also, the brand highlighted that their local recognition had grown substantially due to their participation in community events and targeted outreach efforts. Kalsi pointed out that the event was meant for school children and hence, it was important for the brand to ensure the distribution of age-appropriate and culturally relevant books that were selected and procured in association with publishers.  

“While direct sales increases might not always be immediate, the positive perception created by the initiative can contribute to long-term brand loyalty and customer retention. A boost in sales could occur indirectly because of enhanced brand reputation and customer goodwill,” he said. 

According to the jeweller, partnerships with local schools or community organisations could be an effective way to promote the brand through word-of-mouth publicity within those networks. By working together on initiatives or events, the brand can gain visibility among the members of these communities, which may help spread awareness of the jeweller’s offerings. This approach not only has the potential to reach existing customers through indirect channels but also opens the door to connecting with a new and broader customer base that may not have been previously engaged with the brand. 

In its last two years of organising the drive, the brand also made note of certain challenges and experiences. For one, the planning and execution of the drive brought to the fore various challenges that one faces while accessing educational resources. “The brand has understood the metrics for evaluating the success of a social responsibility initiative, including community feedback and engagement levels. Developing methods for measuring the impact is essential for assessing the effectiveness of social responsibility efforts and for planning future projects,” explained Kalsi. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive