Kothari Jewellers ignites festive joy with an immersive community event  

Kothari Jewellers’ innovative partnership with Red FM brought the brand directly to local communities in Jabalpur, blending engaging experiences with strategic marketing.

Jabalpur: To connect more intimately with its local customer base, Kothari Jewellers partnered with Red FM to organise an immersive community event across multiple neighbourhoods in Jabalpur. Eschewing traditional advertising channels, the jewellery brand sought to foster direct engagement and create memorable brand experiences for consumers. 

“We have always relied on conventional mediums like print and billboards, but this collaboration with Red FM gave us a unique opportunity to interact with customers right in their own communities,” explained Vardhaman Kothari, Director of Kothari Jewellers. He added, “The women, who make up our core audience, got to experience our brand in a fun, relaxed environment as part of the local festivities.” 

Rather than aggressively promoting sales, Kothari Jewellers focused on fostering curiosity and building brand awareness through thoughtfully designed promotional materials. By distributing informative brochures that highlighted the company’s offerings, including its popular Golden Harvest Scheme, the brand aimed to spark interest without resorting to overt sales tactics. 

Kothari elaborated, “People do not want to feel like they are being sold to, especially at a community event. Our goal was for them to see Kothari Jewellers as an integral part of their lives, so that they will naturally think of us when they are ready to make a purchase.” 

The collaborative event proved to be a resounding success. Kothari Jewellers witnessed a tangible increase in both footfall and brand visibility, particularly during the peak festive season. Sales figures grew by nearly 20 per cent compared to the previous year, with a notable uptick in silver jewellery purchases from middle-class and lower-middle-class consumers. 

Kothari shared, “It has been incredibly heartening to see more customers walking through our doors after attending these events. This is not just about the numbers—it is about the meaningful connections we are building with the local community.” 

Energised by the positive results, Kothari Jewellers is now poised to further expand its community-centric initiatives. With a significant Jain population in Jabalpur, the brand is exploring opportunities to engage this key demographic through culturally relevant festivities and events. Additionally, the company is considering partnerships with other local community-driven programmes, such as marathons, to solidify its presence and reputation within the region. 

Kothari Jewellers’ innovative approach to experiential marketing has demonstrated the power of forging genuine connections with consumers. In an increasingly competitive retail landscape, the company has proven that building lasting relationships can be just as vital as driving immediate sales. This community-focused campaign serves as a testament to the lasting impact of thoughtful, non-intrusive brand engagement. 

Written by Achal Chaubey 

Retail Jeweller India Exclusive