Sri Vasavi Thanga Maaligai’s women employees surprise male colleagues with International Men’s Day event

The event at the brand’s Dindigul showroom comprised activities honouring the contribution of male employees to the organization. It deepened the connect amongst colleagues, promoted an inclusive work culture and boosted employee morale

Dindigul: In the current competitive business landscape, retailers are constantly seeking innovative strategies to enhance employee morale and motivation, ultimately leading to increased productivity and sales. Across branding initiatives, International Women’s Day is widely celebrated, and also leveraged to increase footfalls and jewellery sales. Sri Vasavi Thanga Maaligai put a unique spin on this concept and hosted celebrations on the occasion of International Men’s Day on November 19, 2023 at their Dindigul showroom. 

The initiative was conceptualized and led by Sri Vasavi’s women employees, who make up 65% of the organization’s staff. The event aimed to acknowledge and highlight the work of the brand’s male employees. 

Talked about the activity, Shri Charran, Joint Managing Director, Sri Vasavi Thanga Maaligai, said, “The male employees in the showroom had organized Women’s Day celebrations. This surprise event, which was kept tightly under wraps, was a reciprocal gesture by the women to extend gratitude and encouragement.”

The celebrations comprised a range of activities including singing and poetry performances to inspire employees. The brand also gave a modern spin to the event by offering male employees the opportunity to light the lamp, in contrast to the South Indian tradition of women lighting it. Women staff not only gave their male colleagues thoughtful gifts like wallets and watches, but also talked about moments when they had been encouraged, supported and inspired by them in their professional trajectory. 

While Sri Vasavi Thanga Maaligai did not launch any exclusive men’s collections on November 19, they promoted 18 carat bracelets in the category in the lead-up to the event. This was also in line with their brand campaign for the extended festive and wedding season. 

On the whole, the brand exercise fostered a deeper sense of goodwill and connect amongst its employees. At the organizational level, it was an opportunity to acknowledge and recognize employees, and boost morale and loyalty. 

Given the systemic nature of gender inequality, the brand believes it is necessary to continue organizing offbeat activities valuing contributions across gender identities and develop a warm and inclusive culture at work.

“Organizations might employ several women, but a glass ceiling prevents them from being represented in the top management. Further, systemic barriers can push those who rise to the top as misfits. Our goal is to develop an equal number of women in leadership positions in the next year – and such initiatives are Sri Vasavi’s attempt to bridge the gap, foster a deep-seated network of respect and support amongst colleagues and promote a more inclusive workspace,” Shri Charran said.

Meanwhile, Shri Charran also observed how Gen Z Indian grooms are increasingly gravitating towards jewellery, especially in the platinum range. With the gender-neutral, sleek appeal of these designs, the store has witnessed nearly a 20% upswing in demand in the platinum men’s jewellery category in the last two years, he said. 

Written by Harshita Kale

Retail Jeweller India Exclusive