By leveraging the emotional and cultural significance of a relatively low-key festival, the brand could engage with its core community of customers, attract 700 women to its stores across Odisha and showcase before them its lightweight and price-sensitive jewellery
Rourkela: To build brand resonance with its core community of customers, Prasad Jewellers hosted a two-day Vrat Savitri Utsav across its four stores in Odisha on May 24 and 25, 2025. The event, strategically timed just ahead of the actual Vrat Savitri festival observed on May 26, was designed to tap into the emotional and cultural significance of the occasion while driving footfalls and promoting the brand’s lightweight jewellery collections.
The relatively low-key Vrat Savitri, akin to Karva Chauth in sentiment but celebrated primarily by Odia and Bihari communities, sees married women fasting for the well-being and longevity of their husbands. Recognizing this as a time of collective cultural participation, Prasad Jewellers engaged with women customers by offering them free mehendi services at its stores, turning a traditional part of the celebration into a retail opportunity.
“We didn’t expect the event to be this successful,” said Sourav Prasad, Executive Director, Prasad Jewellers, pointing to the high turnout across its four stores in Rourkela, Sundergarh, Jharsuguda and Sambalpur, and strong engagement on social media, particularly Instagram. The event saw participation from over 700 women, creating a lively and festive atmosphere at each location. “Customers responded warmly, not just to the free mehendi service, but also to our gesture of celebrating a culturally important festival that is often overlooked in retail,” explained Prasad. According to the brand, many appreciated their effort to make the occasion feel special, strengthening customers’ emotional connect with the brand.
The company relied on Instagram for promotions, leveraging the platform’s reach and engagement to connect with its target audience. “Everyone is on their phones today. We are not too active when it comes to newspaper ads. My audience comes through our reels,” said Prasad, adding that this digital-first approach turned out to be central to the campaign’s success.
Alongside the cultural celebration at its stores, the jeweller strategically highlighted its lightweight and pearl jewellery collections — pieces curated for the current market environment marked by soaring gold prices. The range included chic necklaces and contemporary designs in 2-7 grams, appealing to price-sensitive yet style-conscious consumers. The event thus served as both a festive celebration and a platform for value-driven product positioning.
“The pearl sets, with their lightweight and fashionable appeal, were well received. We used the opportunity to showcase our collection under the banner of a festival launch,” said Prasad, emphasizing that the collection had been in stock, and the event offered an apt opportunity to spotlight it.
Customer feedback, according to the team, was overwhelmingly positive. Customers expressed appreciation for the personalized experience and noted that such initiatives were rare in the jewellery retail space, said Prasad. “As per the feedback we received from our patrons, we seem to be the first in Odisha to celebrate this occasion with our customers,” he shared.
The jewellery brand also viewed the event as an opportunity to build generational trust. The younger family members managing the business made it a point to interact with attendees directly. “Customers know my father, but now they see me too. That builds connection and continuity,” stated Prasad.
The Vrat Savitri Utsav showcased how Prasad Jewellers effectively leveraged cultural relevance for smart retail strategy, strengthening community ties while promoting its price-sensitive jewellery. It wasn’t just a festive gesture, but a timely move that aligned customer sentiment with business goals.
Prasad Jewellers is a 60-year-old jewellery brand in Odisha that caters to consumers across the cities of Rourkela, Sundergarh, Jharsuguda and Sambalpur with one store in each location.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
