The campaign delivered particularly strong results in smaller markets such as Hingoli and Varud, where organized jewellery retail remains limited
Nagpur: Khandelwal Jewellers recently concluded the first edition of its Shubh Labh Lucky Draw campaign, a four-month customer engagement initiative across its stores in Nagpur, Yavatmal, Varud and Hingoli, that combined weekly prize draws, in-store events and ended with a grand finale.
Running from early February to May end, the campaign was a long-term customer engagement exercise. Customers received coupons based on purchases across jewellery, bullion, silver and other product categories, making them eligible for weekly draws as well as a mega lucky draw held on June 14.
According to the brand, more than 10,000 customers participated in the campaign, generating over 50,000 coupons that were entered into the final draw. Every week, customers were invited back to the stores for prize distributions and interactions with the management team, turning the campaign into a recurring touchpoint rather than a one-time promotional activity.
“Campaigns like these are often viewed only through the lens of sales, but for us the bigger outcome was the opportunity to strengthen our presence in markets where organized jewellery retail is still evolving. When customers repeatedly engage with the brand over several months, familiarity turns into trust, and trust eventually becomes loyalty,” said Aditya Khandelwal, Director, Khandelwal Jewellers.
For Khandelwal, the initiative was as much about strengthening market presence as it was about generating sales. The retailer has been conducting lucky draw campaigns for several years, but Shubh Labh Lucky Draw marked its biggest effort in terms of both duration and scale.
The campaign delivered particularly strong results in smaller markets such as Hingoli and Varud, where organized jewellery retail remains limited. According to the jeweller, consumer response in these markets differed significantly from that seen in larger cities. While promotional campaigns are common in urban centres, customers in Tier III locations were more enthusiastic about recurring events, weekly rewards and opportunities to engage directly with the brand.
The retailer estimates that the campaign contributed to a 30-35% increase in sales during the active period. “Smaller cities value participation and community experiences in a very different way. We saw customers returning regularly for the weekly draws, bringing friends and family members along and becoming more closely connected with the brand. That kind of engagement creates a lasting impression that goes well beyond a transaction,” Khandelwal said.
The campaign culminated in a four-hour event in Nagpur that brought together customers from all four locations. Along with the mega lucky draw, the programme featured bhajan performances, dance presentations and a fashion showcase highlighting the retailer’s wedding jewellery collection.
The response exceeded expectations, with about 1,000 people attending the event. Several customers travelled hundreds of kilometres from other cities to participate in the celebrations, underscoring the level of engagement the campaign had generated over four months.
Khandelwal Jewellers also maintained a strong management presence throughout the initiative, with members of all three generations associated with the family business attending events and interacting directly with customers.
Khandelwal Jewellers has four retail stores, located in Nagpur, Yavatmal, Warud and Hingoli, in the Vidarbha and Marathwada regions of Maharashtra.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
