The innovative 15-day campaign centred around the brand’s store launch not only drew attention with its diverse agenda, but also strengthened the company’s connect with the people of Ratlam. The new store sawan increase in sales and footfalls
Ratlam: D.P. Jewellers, a prominent jewellery retailer in Ratlam, recently organized a 15-day campaign – aptly named Namami Janmabhoomi – to mark the launch of its new store in the city. The campaign included a blend of fashion, community engagement and devotional gathering, starting with a high-profile fashion show and culminating in a grand event led by spiritual leader Bhageshwar Maharaj. The campaign’s diverse agenda not only drew attention but also strengthened the connect between D.P. Jewellers and the people of Ratlam.
The campaign began on April 4, 2025, with a parade involving the entire staff, followed by a pre-launch fashion show. “The idea behind the fashion show was to bring something unique to Ratlam, an event that the city had never seen before,” saidSantosh Kataria, Chairman & Managing Director, D.P. Jewellers. The event featured actor Chitrangada Singh as the show-stopper, with prominent models and film industry personalities like Madhur Bhandarkar attendingit. This high-end fashion spectacle marked the first time that such an event was ever held in Ratlam, setting the stage for the grand store opening.
“Our goal was to dedicate this new store to Ratlam and its people,” stated Kataria.The grand opening ceremony on April 6 was followed by a special appearance from Bhageshwar Maharaj on April 16, when he visited the new store and spent an hour blessing the family and customers. He then led a devotional gathering in which around 60,000 to 80,000 people came together to seek his blessings. This gathering not only strengthened the store’s bond with the local community but also provided an avenue for D.P. Jewellers to showcase its commitment to the town.The event concluded with distribution of prasadam to thousands of attendees, cementing the store’s role as an integral part of the community.
Namami Janmabhoomi symbolized D.P. Jewellers’ dedication to the birthplace of the brand. “The campaign was our way of showing respect to Ratlam, the city that has supported us for so long,” Katariaexplained.
Beyond just a store opening, this 15-day event helped boost both sales and footfalls. According to Kataria, the store experienced a 40% increase in sales post-event. “We have always been the leader in Ratlam, but this event has taken our connect with the community to new heights,” he said.
Along with the store inauguration, D.P. Jewellers launched a new lightweight jewellery brand called Amora. This addition further enhanced the store’s appeal, catering to a broader audience while strengthening the brand’s position in the market.
The Namami Janmabhoomi campaign proved how an innovative approachcan help elevate a brand’s standing in the minds of its customers. D.P. Jewellersnot only launched a new store, but also re-affirmed its deep-rooted connect with the people of Ratlam.
D.P. Jewellers, a venture of D.P. Abhushan Ltd., began its journey in 1940 in Ratlam, Madhya Pradesh, when Shri Dhulchand Ji Kataria established it in pre-Independence India. Originally a partnership firm, it was converted into a limited company in 2017 under the Companies Act, 2013. Over the past 85 years, the brand has expanded into a prominent retail chain with more than 10 stores across cities including Ratlam, Indore, Udaipur, Bhopal, Kota and Ajmer.
Written by Achal Chaubey
Retail Jeweller India Exclusive
