The first day of the event, themed ‘9 Days, 9 Powers, 1 Radiant You’, drew more than 250 visitors, giving the initiative strong early momentum
Jammu: Mulkh Raj Ashok Kumar Jewellers, a prominent jewellery retailer in Jammu & Kashmir, has kicked off Navratri celebrations with a multi-faceted event at its Channi Himmat showroom. Stretching across nine days of Navratri, the celebrations aim not just at boosting festive sales but at weaving the brand more deeply into the local social and cultural fabric.
One of the standout features on the first day of the event was the brand’s initiative to honour women achievers from the region under the theme, ‘9 Days, 9 Powers, 1 Radiant You’. The idea was to connect Shakti (divine feminine energy) with the growing role of women in education, entrepreneurship, politics and public life in India. The event was led by the brand’s owner-directors, Ankur Suri, Rahul Suri and Shivam Suri. It drew more than 250 visitors, giving the initiative strong early momentum.
Within the showroom, the brand has curated an experiential format: games, quizzes and interactive sessions are being run daily to create an engaging environment. Customers—alongside invited doctors, influencers and community guests—move beyond the passive shopper role into active participants in the celebrations. As Sikandar Hayat, Manager, Mulkh Raj Ashok Kumar Jewellers, said, “We wanted the showroom to become a hub of festive energy where customers not only shop but also participate in the spirit of Navratri.”
To ensure visibility beyond footfalls, the jeweller has tied up with Radio Mirchi as the radio partner and is leveraging digital channels such as Instagram and WhatsApp to update and invite its clientele.
The brand believes these layered communication channels help in sustaining engagement over the nine days, rather than concentrating activity in a single blitz. Hayat adds, “For us, Navratri is an opportunity to engage with our customers in a different way, beyond transactions. It builds a sense of belonging and adds to the festive excitement.”
The brand chose its Channi Himmat location to host this flagship Navratri initiative due to its capacity and centrality in the city. According to the brand, centralizing efforts in one location allows for curated programming and consistent management of events over the festival period.
What makes this initiative particularly interesting is its blend of cultural recognition and commercial strategy. Recognizing women achievers on Day 1 gave the brand a socially resonant anchor for the festive celebrations. At the same time, games, influencer tie-ups and radio outreach raise footfall potential. In Tier II and quasi-urban markets, jewellers are increasingly turning to such immersive and value-driven tactics to differentiate themselves and deepen customer loyalty.
As the days of Navratri progress, Mulkh Raj Ashok Kumar Jewellers expects sustained participation, foot traffic and media attention. The brand’s experiment with festive story-telling, recognition and engagement may well serve as a model for other regional jewellery retailers seeking to move beyond discounting and transactional promotions.
The jewellery brand, founded in 1965, operates three showrooms across Jammu – located at Channi Himmat, Gandhi Nagar and Lakhdatta Bazar.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
