The brand made its presence felt as gifting partner for a cricket tournament involving Kolkata’s high-end fitness community. The association positions the brand as modern, appealing to a younger, health-conscious segment
Kolkata: Mahabir Danwar Jewellers recently partnered with the Performyx Premier League cricket tournament as a gifting partner, extending the brand’s presence into a premium, lifestyle-driven environment. The association was built around thoughtful yet accessible gifting, designed to reflect both the occasion and the brand’s identity.
The tennis ball cricket tournament was organized by fitness studio Performyx, mainly involving its customers. There were six men’s teams and one special women’s team, to make up the grand league. As part of the engagement, all participants in the league received gift vouchers from Mahabir Danwar Jewellers, while winners were presented with specially created framed silver showpieces.
Performyx, located within the same City Centre Mall as the Mahavir Danwar Jewellers store, caters to a premium clientele and is known for its distinct positioning, including facilities such as an infinity swimming pool. This similarity in customer profile allowed the jeweller to engage directly with a relevant consumer base.
Vijay Soni, Director, Mahabir Danwar Jewellers, said, “Our association with the Performyx Premier League allowed us to engage with a premium audience in a meaningful way. The gifting was designed to be simple yet elegant, but more importantly, this was about supporting an initiative linked to health. When a brand steps beyond pure retail and associates with such platforms, it naturally enhances its positioning and connects more strongly with its audience.”
Beyond visibility, the association reflects a deliberate shift in how the brand approaches outreach. Instead of limiting efforts to in-store promotions or customer-centric campaigns, Mahabir Danwar Jewellers chose to support an initiative linked to health and fitness, an area increasingly resonating with urban consumers.
The long-standing relationship with Performyx further strengthened the decision, with the gym’s established reputation and consistent positioning adding credibility to the collaboration. For Mahabir Danwar Jewellers, the initiative signals a growing focus on context-driven brand building within aligned lifestyle ecosystems.
Mahabir Danwar Jewellers has three retail outlets – one in Burrabazar, Kolkata, another at City Centre Mall, Salt Lake, Kolkata and the third at Pitampura, New Delhi.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
