#MagnificentWeddings: C Krishniah Chetty Group offers all-inclusive Rs 15 lakh wedding package for couples

The initiative, designed to simplify the wedding planning process, is gaining traction, for its innovative approach of offering both jewellery and a premium wedding experience at a modest price point

Bengaluru: Legacy brand C Krishniah Chetty Group of Jewellers, in collaboration with its silver and lab-grown jewellery brand Crash.Club, has launched an exclusive wedding package initiative called ‘Magnificent Weddings’, tailored for couples seeking a hassle-free yet luxurious celebration. This initiative, designed to simplify the wedding planning process, is gaining traction for its innovative approach to offering both jewellery and a premium wedding experience at an extremely modest price point.

The concept for this campaign stemmed from the brand’s deep understanding of its clientele’s evolving needs. “We observed an increasing number of customers visiting us during engagement and wedding seasons, and realized that there was an opportunity to provide them with more than just jewellery,” explained Chaitanya V Cotha, Executive Director, C. Krishniah Chetty Group. “We wanted to extend our expertise beyond jewellery and offer a comprehensive wedding experience.”

The result? A meticulously curated package that includes venue rental, stage and décor arrangements, lighting, basic entertainment, and a mocktail bar for up to 250 guests, along with a vegetarian menu. 

Cotha features in one of the campaign videos, set against the backdrop of an interrogation room, where he is intensely interrogated about the seemingly far-fetched idea of offering a luxury wedding package under Rs 15 lakh. The cinematic set-up adds a dramatic flair, highlighting the disbelief surrounding such an unprecedented offer while building intrigue around the brand’s bold initiative. 

“Being customer-oriented, I’m constantly on the showroom floor, listening to people’s concerns. We found that couples struggle with managing wedding expenses, especially those wanting to finance their own wedding,” Cotha explained. “This package is our way of easing that burden while ensuring they don’t compromise on quality.” 

Priced at Rs 15 lakh, the package requires a minimum spend of Rs 7 lakh on jewellery from the brand’s extensive gold, diamond, silver and lab-grown collections, while the remaining Rs 8 lakh covers the wedding arrangements. While the brand will not be directly involved in the event management process, they have partnered with select vendors to ensure proper execution. Customers also have the flexibility to spend beyond the base amount according to their preference.

“Given that an average Indian wedding costs anywhere between Rs 25-30 lakh, we saw an opportunity to offer a premium wedding experience at a much more accessible price,” Cotha said. “By leveraging our brand’s credibility and our strong relationship with local vendors, we’ve been able to offer a package that provides exceptional value.” 

Despite minimal marketing efforts, the response to this campaign has been remarkable, Cotha stated. Within just one week of its soft launch on social media, the brand has already secured multiple enquiries and confirmed bookings. “The buzz is organic. People are intrigued by the value this package brings,” he added.

Beyond affordability, this initiative also reflects the evolving nature of Indian weddings in recent years. “We’re noticing that today’s couples prefer to manage wedding expenses themselves rather than relying on their families. They want an equal say in decisions, which is a refreshing shift,” Cotha noted. “Through this initiative, we aim to empower couples to plan their wedding on their own terms.”

A heritage jeweller with roots dating back to 1869, the C. Krishniah Chetty Group is a family-run company known for its fine jewellery. The brand currently operates five showrooms in Bengaluru. Crash.Club, launched in July 2023, retails through these stores and online.

Written by Megha Misra   

Retail Jeweller India Exclusive