#NRIFestival: Vaibhav Jewellers’ campaign aims to take rich traditions of Indian jewellery to global NRI community

The jeweller’s annual campaign, now in its fifth year, offers exclusive jewellery designs for NRIs, while providing custom duty-free jewellery exports to the US, and a seamless experience for global customers

Vishakhapatnam: Vaibhav Jewellers has launched its annual #NRIFestival campaign, to take the rich traditions of Indian jewellery to the global community of non-resident Indians (NRIs). This initiative, now in its fifth year, connects the Indian diaspora with unique jewellery collections that celebrate their heritage while giving them exclusive benefits.

The campaign is designed around the Christmas and New Year holidays when many NRIs return to India for family gatherings. It targets this segment, as well as those unable to travel, ensuring participation for all.

As part of the initiative, the jeweller offers significant discounts, tailored to the needs of NRI customers. This year, the brand is also extending an exclusive benefit: no custom duty on jewellery exports to the US. Typically, custom duty of 6.5% is applied when sending jewellery abroad, but this discount eliminates that charge, making it easier for NRIs to purchase and receive their jewellery in the US without additional costs.

“The #NRIFestival campaign is an opportunity to connect with our customers living abroad,” said Sandeep Krishna, General Manager at Vaibhav Jewellers. “Many NRIs fly down to India during the holiday season, and we have designed this campaign to make their jewellery buying experience seamless, whether they’re in India or abroad.”

According to Krishna, the brand understands the importance of jewellery as a cultural symbol for NRIs. “Many customers prefer designs that reflect India’s rich traditions, and the company has tailored its collections to meet these preferences. The designs offered during the #NRIFestival are often more antique, with influences from temple jewellery and diamond collections, resonating with customers’ desire for traditional yet modern pieces. The jewellery is crafted to appeal to both the aesthetic tastes and the emotional connections that many NRIs have with their roots,” he said.

The campaign’s reach is being enhanced by digital marketing, targeting customers through social media platforms and email campaigns. Vaibhav Jewellers customizes the communication based on customer preferences, including language localization, ensuring it resonates with diverse communities. Customers can interact with the brand through video shopping, view designs and make purchases remotely.

“We’ve seen an increase in customer engagement and leads from our campaigns,” said Krishna. “While we may not always see immediate sales, we focus on building relationships and ensuring that customers continue to feel connected to our brand.”

The #NRIFestival campaign has already generated positive response from customers, including a recent testimonial from a returning NRI customer whose child purchased jewellery from Vaibhav Jewellers after being introduced to the brand during a previous campaign. This example highlights the long-term impact of the campaign, as families continue to rely on Vaibhav Jewellers for significant life events.

Spearheaded by first-generation woman entrepreneur Bharata Mallika Ratna Kumari Grandhi and her daughter, Grandhi Sai Keerthana, Vaibhav Jewellers operates a hyperlocal retail chain catering to the unique preferences of micro-markets across Andhra Pradesh and Telangana. The brand’s showrooms, including two franchise outlets, are strategically located across eight towns and two cities. Its flagship showroom, V Square, in Visakhapatnam spans 29,946 square feet, and is one of the largest jewellery retail spaces in India.

Written by Achal Chaubey

Retail Jeweller India Exclusive