Hosting an event culturally important to Jains who represent a significant section of the business population of Ratlam gave the brand traction, as did sharing video messages of prominent celebrities such as Ajay Devgn, Sonu Nigam, Kailash Kher and Shaan endorsing it
Ratlam: On April 9, DC Jewellers took over all arrangements for the Navkar Mahamantra Divas event in Ratlam, part of a pan-India observance of the occasion, that is marked across 180 countries a day before Mahavir Jayanti. Held under the aegis of the Jain International Trade Organization (JITO), the event was endorsed by well-known celebrities in the days leading up to it. Live broadcast of an address by Prime Minister Narendra Modi added to the magnitude of the event, that gave DC Jewellers high visibility.
At Ratlam, a crowd of approximately 10,000 people gathered at Chhotu Bhai Ki Bagichi, a well-known community centre in the city, for the event aimed at promoting spiritual unity and ethical awareness through the collective chanting of one of Jainism’s most revered mantras, the Navkar Mantra. The brand could connect with the crowd and also the larger community around the event at a deeper level, brought together by spirituality.
In the run-up to the event, prominent celebrities including Ajay Devgn, Sonu Nigam, Kailash Kher, Shaan and many others showed their support for it through video messages, urging people to join in. DC Jewellers shared these videos on its social media pages, gaining significant traction, despite no formal association with the celebrities.
The programme itself featured a 90-minute chanting session of the Navkar Mantra in the morning. Attendees followed the mantra recitations via a large LED screen, joining in synchronized chanting led by Jain saints and spiritual leaders from across India. The PM’s address was broadcast live from Vigyan Bhawan, New Delhi, in which he referred to the Navkar Mantra as “a symbol of peace, discipline and spiritual strength”.
The event in Ratlam was one of the largest in the country. On joining forces with it, Vikas Kataria, Director of DC Jewellers, said, “We felt this event was a unique opportunity to support the community in a meaningful way. Our intention was not only to contribute to the spiritual observance but also to strengthen our presence in a community that has always supported us.”
Mohit Soni, Business Head of DC Jewellers, explained the brand’s intent behind the partnership. “The Jain community, especially in Ratlam, represents a significant section of the business population. Associating our brand with a devotional and culturally important event like this allows us to connect at a deeper level. It’s not about marketing—it’s about showing up for the community when it matters.”
He added that such initiatives contribute to brand trust and emotional goodwill. “When people see that a brand is willing to invest in what matters to them, it builds a sense of shared identity. This partnership was a reflection of our commitment to cultural values and community service,” he said, adding that besides partnering the event officially, the brand’s team also volunteered on the ground.
JITO facilitated similar programmes across cities, encompassing Jain schools, temples and community halls. In Ratlam, the strong turnout reflected both the spiritual engagement of the participants and the seamless work of the organizers and their partners.
Founded in 1920 in Ratlam, where its flagship store is located, DC Jewellers recently expanded with its second store in Indore.
Written by Achal Chaubey
Retail Jeweller India Exclusive
