The brand’s decision to be part of the tournament wasn’t driven by marketing strategy alone, but by its aim to build ties with the Jain community beyond the ambit of business. Brand presence was subtly reinforced through on-ground visibility and audience interaction
Durg: Parakh Jewellers recently partnered with the Jain Unity Cricket League, taking on the dual role of sponsor and team owner. This collaboration marks a significant move by the jeweller in aligning with community-based initiatives that promote unity and shared values.
Speaking on the collaboration, Prakash Parakh, Director of Parakh Jewellers, explained, “What inspired us was the unity that this event reflects within the community. It’s not just about the game; it’s about showcasing how connected we are and how we support each other through meaningful platforms like this.”
By actively participating in the league and fielding a team, Parakh Jewellers aimed to deepen its connection with the community beyond the ambit of retail operations. The decision to be part of the tournament wasn’t driven by marketing strategy alone, but by a commitment to community upliftment.
“This opportunity allowed us to support the Jain community in a significant way,” said Parakh. “Though visibility for the brand is a benefit, our main goal is to contribute to the growth and cohesion of the community. The league brings people together, and that in itself is a valuable outcome.”
Established decades ago and known in the region for its presence in Durg and Bhilai, Parakh Jewellers continues to support social causes and events. Its role in the Jain Unity Cricket League adds another chapter to its record of community association.
While the event provided brand exposure through on-ground visibility and audience interaction, the underlying message was of shared identity and participation. The partnership showed that for Parakh Jewellers, brand-building includes being present where the community comes together — not just in commerce, but in culture and sport as well.
Founded in 1968, Parakh Jewellers has three stores in Bhilai and a long-standing presence in the Durg-Bhilai region. Known for its community involvement, the brand continues to support social causes and local events.
Written by Achal Chaubey
Retail Jeweller India Exclusive
