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Kalyan Jewellers setting new parameters in transparency



Under 4-level Assurance program the customers are charged gold rate only on the total value of the gold used apart from guarantying free lifetime maintenance and great value on the purchase, exchange and resale.

–Manoj Chakraborty

As part of its special initiative to enhance the brand’s commitment towards increasing transparency by offering the very best to its patrons and customers, Kalyan Jewellers recently unveiled the 4-Level assurance initiative.

The 4-Level Assurance Plan is a one-of-its-kind consumer assurance program that gives end-to-end fortification to the customers on purchase of jewellery. It will also make it sure that all the billing is detailed with specific product information on net weight , gross weight, stone weight and more, so that the customers know the true worth of the ornaments while buying or for later use if required for buyback or exchange.

Salient features of the initiative

The assurance certificate promises customers payment on the value of purity mentioned in the invoice during exchange or resale. The customer is also entitled for free lifetime maintenance of ornaments at any Kalyan Jewellers’ showroom in the country. As part of the plan, Kalyan Jewellers will also be offering patrons the 4-Level Assurance Certificate.

Speaking about the program, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “The idea behind this unique initiative is to reaffirm the brand’s promise of providing best quality jewellery, clarity on product pricing and free lifetime maintenance of the product at any Kalyan Jewellers showroom across the country and great value on exchange (tell us more about it) and buyback (earlier what was it and now what is the offer). We believe that this will take the brand one step closer to the customers and strengthen the brand’s relationship with its patrons.”

Most retailers are encouraging consumers to bring their old gold and running exchange programs on old gold jewellery. How your exchange program works and how it is different from rest of the schemes.

Highlighting the consumer insights which led him to launch the initiative, Rajesh added, “At Kalyan Jewellers, we are constantly working towards enhancing customer experience and engagement through various customer-friendly initiatives. This was one such initiative that was under the wraps since a very long time. However, I am glad that our customers can finally enjoy the benefits of this initiative.”

Reaching the masses

Kalyan Jewellers have kick-started ad campaigns featuring all the brand ambassadors to drive their message across different states in the country. The North India ad campaign features Amitabh Bachchan alongside his daughter Shweta Bachchan Nanda. In South India, Nagarjuna (Andhra Pradesh & Telangana), Prabhu (Tamil Nadu), Shivraj Kumar (Karnataka) and Manju Warrier (Kerala) drive the message in their respective states.


Image Courtesy: KalyanJewellers

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