While the brand gained from partnering with a devotional concert close to its customers’ hearts in a relationship-driven market like Nagpur, a full-house of over 3,000 attendees gave it a meaningful way to engage with the community
Nagpur: For Rokde Jewellers, brand presence goes beyond retail counters and advertisements, and it is all about belonging to the social and cultural fabric of its home city. This philosophy shaped the brand’s recent role as ‘Golden Moments’ partner at an Abhangwari concert, an evening of devotional music that resonated deeply with Nagpur’s Maharashtrian community.
The association wasn’t a conventional sponsorship play for the brand. “We don’t look at such events purely from a branding lens,” said Paras Rokde, Director, Rokde Jewellers. “Our intent was to stand alongside something people feel connected to — moments that are rooted in tradition and bring families together. That’s the kind of association we value.”
Held in Nagpur, the Abhangwari concert recreated the devotional spirit of the Wari festival of Pandharpur, led by renowned classical vocalist Rahul Deshpande. Known for his command over Marathi devotional music and the legacy of his grandfather, Vasantrao Deshpande, the artiste drew a full house of over 3,000 attendees — many of them families who are also long-standing customers of the brand.
The jeweller’s engagement was designed to go beyond mere visibility. Every concert ticket featured an incentive by the jeweller, giving attendees a tangible reason to visit any of the showrooms of Rokde Jewellers. Additionally, a lucky draw during the concert saw handcrafted Lord Vitthal idols being gifted to participants.
“We wanted people to feel that we’re not just here to sell jewellery, but to be part of their significant cultural moments,” Rokde added. “Even a simple gesture like giving away a Vitthal idol added meaning to our presence.”
Beyond the concert hall, Rokde Jewellers backed the initiative with a focused outdoor campaign. Hoardings across key areas of Nagpur announced the association, while the brand reserved a special gesture for its loyal patrons — about 35 to 40 concert tickets were distributed exclusively through its six stores in the city.
For a brand deeply rooted in Nagpur with no immediate plans for market expansion, these community touchpoints are strategic. “We’ve covered the key jewellery markets in Nagpur. Now, it’s about nurturing relationships and reinforcing trust. Being present at occasions that matter to our customers helps strengthen those bonds,” said Rokde.
While immediate business outcomes are secondary, the long-term value of such associations isn’t lost on the brand. “In a city like Nagpur, where traditions and personal relationships mean everything, goodwill built over time naturally translates into loyalty and trust,” Rokde reflected.
With a family legacy of over a century in business, Rokde Jewellers is one of the top jewellery retailers in Nagpur, with six stores in the city of Nagpur and one in Bhandara. As cultural events like Abhangwari continue to foster community spirit, Rokde Jewellers intends to remain part of that journey.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
