#SheWalkswithTIMES: Walkathon enables Khimji Jewellers to connect with target group of women customers

The walkathon at Bhubaneswar’s Kalinga Hospital premises, in association with the Times of India, had over 3,000 women from diverse backgrounds, including many of the brand’s female employees 

Bhubaneswar: For customer engagement, jewellery businesses often go beyond product promotion to align customers’ interests with the brand ethos. Therefore, when Bhubaneswar-based Khimji Jewellers sponsored an 8-kilometre walkathon in association with the Times of India on International Women’s Day earlier this month, it turned out to be a triumph for the brand. 

The walkathon was held at Bhubaneswar’s Kalinga Hospital premises and saw the participation of over 3,000 women from diverse backgrounds – not only marking a celebration of empowerment but also giving the brand an opportunity to connect with its main target group, i.e, women.

The jewellery brand as well as the daily promoted the event massively on their digital platforms with the hashtag #SheWalkswithTIMES about a fortnight prior to the event, reaching out to as many people across the twin cities of Bhubaneswar and Cuttack as they could.

Mitesh Khimji, Director, Khimji Jewellers said, “A week prior to the event, we had QR code standees at all of our stores so that women customers visiting the showrooms would be able to scan the code and fill up the participation form. We were initially apprehensive about the turnout since the event started early in the morning and it was Mahashivratri too that day. But the response was unexpectedly great.”

As the title sponsor, Khimji Jewellers assumed a pivotal role in not only providing financial support but also in actively shaping the event’s success. This sponsorship served to demonstrate that the brand champions women’s causes and promotes inclusivity within the community. Notably, among the participants were numerous female employees of the jewellery brand, further emphasizing Khimji’s dedication to women’s empowerment, both within and beyond its organizational boundaries. By actively involving its own workforce in the initiative, Khimji Jewellers set a powerful example of corporate responsibility, fostering a culture of inclusivity and empowerment.

“During the event, the participants, comprising the brand’s target group, which is women between 18-45 years of age, wore T-shirts and caps bearing Khimji Jewellers and TOI branding,” said Khimji, adding that the magnitude of the event made it an ideal brand visibility exercise among women jewellery consumers.

The walkathon was followed by a programme where all the participants as well as women police officers were felicitated for their participation and support at the event. Actor Divya Dutta, the Additional Chief Secretary of Odisha, and the Police Commisionerate, Bhubaneswar did the honours.

The jewellery brand, which focuses on women-centric activities and CSR initiatives, even beyond important occasions, offers support and aid to several self-help groups (SHGs) in the region. Recently, the jeweller’s CSR wing, Khimji Foundation, donated 100 sewing machines to one such organization, to help women with skill development, enabling them to sustain their livelihood.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive