The brand structured the campaign to give younger shoppers a reason to buy jewellery, drawing them in with the promise of rewards linked to purchase
Nashik: New Shriniwas Jewellers closed its ‘NSJ 90 Days celebration’ promotional campaign recently with a grand finale event at which prizes, including a Maruti Suzuki Ertiga, a Royal Enfield Hunter and a scooter, were handed out to winners. The campaign, which ran from mid-April to mid-July 2026, offered customers a guaranteed lucky draw coupon on every purchase of gold, silver or diamond jewellery -one coupon for every Rs 21,000 spent on gold jewellery, or for every Rs 9,000 spent on diamond or silver jewellery, along with a daily give-away of one Paithani saree through the campaign period.
Mohit Chopda, Marketing Head, New Shriniwas Jewellers, Nashik said, “The campaign also included the exchange of old gold silver or diamond jewellery, with coupons given out on the value of the exchanged jewellery.”
The retailer said the promotion was built around a specific goal: bringing in new and younger customers who do not typically walk into a jewellery showroom unless there is a promotion or campaign compelling enough to draw them in. Younger shoppers, unlike older, wedding-driven buyers, often defer jewellery purchases altogether in the absence of an immediate occasion, and the brand structured the campaign to give this segment a reason to buy sooner.
“Jewellery is still an emotional purchase, but with younger buyers our challenge is different, they need a reason to walk in now rather than wait for a wedding that might be years away,” said Chopda. “The 90-day format, with a coupon on every purchase, gave that segment a reason to act.”
The April-to-July window was not incidental. The brand’s customer base is drawn largely from the farming community around Nashik, and the campaign was timed to the agricultural calendar. Once the rabi crop harvest is in, farming households typically see a rise in disposable income and begin planning purchases ahead of the wedding and festive season later in the year, making the months following harvest a natural window for jewellery buying.
“Our customers are largely farmers, and their buying cycle follows the harvest. Once the crop comes in, they start planning for weddings and the festive season ahead, so we made sure the campaign was live right through that window,” Chopda said.
Beyond the headline prizes, more than 300 rewards were distributed over the course of the campaign, spanning smartphones and televisions to smaller items, alongside the daily Paithani saree draw. The mechanics covered the retailer’s full product range of gold, silver and diamond jewellery, so customers across price points were eligible to enter the draw rather than the offer being limited to high-value purchases alone.
New Shriniwas Jewellers operates three showrooms in Maharashtra’s Nashik district, located in Nashik city, Pimpalgaon Baswant and Dindori. The campaign ran identically across all three locations through its 90-day run.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
