Mahendra Jewellers’ Puru Mahotsav piques customers’ interest in personalised men’s jewellery 

The brand is focusing on traditional jewellery such as Wakh Nakh pendants while also catering to trendy designs for millennial customers 

Kolhapur: After a month of detailed planning, Mahendra Jewellers recently introduced Puru Mahotsav, a jewellery festival specifically focused on men, at their Rajarampuri store. This was done to give the much-needed boost to a category that receives significantly less attention and promotion compared to women’s jewellery, especially when it comes to buying for festive occasions and gifting. 

As the festive season approaches, the jeweller found the right opportunity to host the festival, which is scheduled to run for approximately three more weeks. 

“To inaugurate the festival, we invited some popular personalities from Kolhapur district. The customer feedback has been good, which is an encouraging response. In bracelets alone, we introduced over 500 designs,” said Mehul Oswal, Managing Director, Mahendra Jewellers. 

The brand chose to name the festival after the Sanskrit word ‘Puru’, which means man. During this festival, the brand is offering a 20% discount on the jewellery making charges for all product categories. The festival features a range of products, including watches, cufflinks, chains, and various styles of bracelets. These items are designed to appeal to millennials, professionals, and those looking for festive wear. 

“The tiger-nail pendant or ‘Wagh Nakh’ pendant is very popular in this part of Maharashtra. Earlier, the royals and renowned families of Kolhapur would prefer real Wagh Nakh in their jewellery. But even now, the traditional design is beloved, and people love their own customised Wagh Nakh pendants with diamonds, which we create for them,” explained Oswal. Since the campaign started, the brand has also noted a 7-10% increase in the number of footfalls at the store and the number of enquiries about men’s jewellery. 

He emphasised that the brand’s offerings for the men’s jewellery festival also include a selection of antique chains, which are particularly popular among traditional individuals in the region. These chains are designed to cater to the traditional preferences of the local jewellery customers of the brand. “We have also introduced the Bhau Collection, under which the chains weigh 300-400 grams each. This design is also very specific to Kolhapur and Maharashtra,” Oswal commented.

Mahendra Jewellers is not only leveraging influencer marketing on its digital platforms but also actively promoting the festival through various offline channels. These include eye-catching billboard campaigns across Kolhapur, targeted print advertisements in popular newspapers and magazines, and engaging radio spots designed to reach a broad audience. Despite the festival being relatively new, the positive response so far has been encouraging. As a result, the brand is optimistic about achieving a significant increase in sales, projecting a 20-25% boost during the festival period. 

“We also have customers from areas around Kolhapur such as Ichalkaranji, Belgaum, Sangli, Satara, and nearly up to Pune. This covers a lot of towns and cities in the western belt of the state. In a few days, we will launch the billboard ad campaigns in some of these neighbouring towns outside Kolhapur as well,” commented Oswal. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive