Many women out of the 5,000 participants were loyal customers of the jewellery brand and engaged actively in the various activities organized as part of the sponsorship
Jabalpur: In early February, Jabalpur witnessed the second edition of the Saree Walkathon, an event dedicated to celebrating India’s saree heritage while bringing the community together. This year’s walkathon was sponsored by Kothari Jewellers and its traditional wear line MR Kothari, both respected names in the city.
With a legacy spanning over decades, both brands have played a crucial role in shaping Jabalpur’s saree-shopping experience. The brands’ decision to sponsor the walkathon was their way to show support towards preserving and promoting traditional attire, especially among the younger lot.
The sponsorship was a natural extension of the brand ethos of Kothari Jewellers, which values cultural heritage and community involvement. Although the jewellery company does not frequently engage in sponsorships of this nature, this event aligned perfectly with its vision. “Supporting an event that encourages women to embrace sarees with pride was an easy decision for us,” said Ashish Kothari, Chairman of the Kothari Group.
With more than 5,000 women participating, the event was a resounding success, transforming the streets of Jabalpur into a vibrant showcase of sarees in different colours, fabrics and designs. Women from different backgrounds came together, creating a lively atmosphere where the saree was not just an attire but a symbol of unity and shared heritage. The enthusiasm was palpable, with participants eagerly engaging in the various activities organized as part of the sponsorship. The walkathon took place across various parts of Jabalpur, drawing a diverse crowd that included many loyal customers from both brands.
Kothari Jewellers and MR Kothari contributed significantly to the event by arranging interactive games and offering prizes. A highlight of the event was a knowledge-based game in which participants answered questions about the origins of different kinds of sarees. Winners were rewarded with curated hampers that included matching ethnic accessories. Additionally, special awards were distributed in categories such as best saree, best-dressed participant, and best-styled jewellery.
Promotion played a crucial role in the event’s success, with both digital and offline strategies ensuring a strong turnout. “Jabalpur Social, a widely followed Instagram platform catering to the local community, was instrumental in spreading awareness through engaging videos and promotional content,” said Kothari. Meanwhile, strategically placed print advertisements, including hoardings and standees, helped attract more participants and maximize visibility.
The response from the community was overwhelmingly positive, with many attendees as well as the brands’ customers, expressing their appreciation for an event that celebrated culture. Jabalpur, known for its vibrant and interactive social scene, proved to be the perfect setting for such an initiative. “It’s heartening to see so many women come together to celebrate something so deeply rooted in our tradition,” Kothari remarked. “Events like these strengthen our social fabric and remind us of the timeless elegance of sarees.”
This edition of the Saree Walkathon took a significant step forward from its inaugural year. While the jewellery brand and the clothing brand were not involved in the first edition, they took notice of its success and decided to lend their support this year. The result was an event that was better organized, more engaging, and more impactful, setting the stage for future editions to be even grander.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
