Expanding the competition to cities beyond Kolkata in eastern India has helped the brand pick up the best of regional nuances
Kolkata: P. C. Chandra Jewellers held the grand finale of Season 7 of the P. C. Chandra Goldlites Diva beauty pageant in Kolkata on February 16, in the presence of celebrities and a discerning audience. A signature property of the brand since its launch in 2013, the pageant has helped it connect with a younger audience, and evolved into an established platform for empowering women. Besides crowning the three big winners, the pageant aimed to give all the contestants the confidence to bring out their inherent talent.
As owner of the P. C. Chandra Goldlites Diva property, in association with t2 of The Telegraph, PC Chandra Jewellers curated the event, and provided jewellery for the contestants. “P. C. Chandra Goldlites Diva is not just a competition; it is a celebration of confidence and individuality. We take pride in offering a platform where young women can showcase their talents and aspirations,” said Uday Kumar Chandra, Managing Director, P.C. Chandra Jewellers.
Over the years, the competition has evolved, refining its selection process to emphasize holistic development and inclusivity. With the introduction of various sub-categories, the event now recognizes unique talents and strengths, allowing a broader spectrum of participants to come under the spotlight. The contest, open to unmarried women aged 18 to 27, opened for registrations on November 4, 2024, and auditions were held in major cities across eastern India.
The competition has drawn the attention of industry experts and mentors, with renowned judges providing guidance to the contestants. To maximize its impact, the jeweller has collaborated with influential brands and media partners, amplifying the event’s reach. “We have always believed in the power of story-telling. By leveraging social media, media partnerships, and in-store promotions, we ensure that every contestant’s journey is heard and celebrated,” added Chandra.
One of the most notable developments in recent years has been the expansion of the event beyond its original scope. The brand has extended the reach of the competition to cities such as Patna, Ranchi, and Bhubaneswar, opening doors for talented women across eastern India to participate. This has helped establish P. C. Chandra Goldlites Diva as a regional powerhouse in the beauty pageant landscape, attracting participants from diverse backgrounds.
The overarching goal of the event is to empower women by providing them with a platform to showcase their confidence, talent and personality. At the same time, it aligns with the business objectives of the brand by enhancing brand awareness and strengthening customer engagement. “By engaging with young women, we are not just promoting jewellery but also creating an emotional bond with our audience. It is about making them feel valued and celebrated,” shared Chandra.
Through P. C. Chandra Goldlites Diva, the brand has identified a dynamic young customer segment, allowing it to stay relevant in an evolving marketplace and build its image as a trend-conscious and aspirational brand. Since the inception of the pageant, the brand has gained valuable insights from its journey. Expanding to new locations has also provided the brand with a deeper understanding of regional preferences, tastes and cultural nuances, helping it cater more effectively to a diverse customer base.
The pageant has been a majorly successful brand marketing activity for P. C. Chandra Jewellers through all its seasons so far.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
