The programme brings together youth from across the country to Jammu, to participate in various activities from May 9 to 11. By aligning with an initiative that resonates with young Indians, the brand aims to increase visibility and connect to younger customers
Jammu: Talla Jewellers has partnered with the NGO ‘Live For Others – Being Helpful Foundation’ to co-host the National Youth Exchange Programme 2025, a three-day cultural and educational event being held from May 9 to 11 at the Brigadier Rajinder Singh Auditorium, University of Jammu. Organized in collaboration with the Department of Home Science, University of Jammu, the programme brings together youth from across the country to participate in cultural performances, symposiums and creative competitions like poster-making, singing and dancing.
This initiative, powered by Talla Jewellers, is not positioned as a sponsorship but a collaborative effort to promote youth mobility, awareness and volunteerism. Speaking about the company’s involvement, Kashish Gupta, CEO of Talla Jewellers, said, “It is not actually sponsorship. It is like hosting the event with them and encouraging them to do such events where the youth of the country are inspired.”
Gupta added that the event serves multiple goals, including cultural exchange and reducing pre-conceived notions about the State. “We want to reduce the fear factor when it comes to Jammu & Kashmir — that people can’t come here — and increase friendship and comradeship with the people here,” she said.
The programme is designed to showcase the achievements of young volunteers, encourage more youth to get involved in social work, and strengthen national integration. It features students and volunteers from across India, with sessions on social impact, skill-building and cultural understanding. Government officials and local dignitaries are also expected to attend.
The association with this youth-centric initiative strengthens Talla Jewellers’ positioning as a brand that supports community engagement and cultural development. By aligning with a cause that resonates with young Indians, the brand aims to increase visibility and build affinity among new audiences in Jammu & Kashmir.
According to Gupta, the brand believes in nurturing grass roots level efforts. “Many big NGOs do such programmes, but if a not-so-big NGO initiates this kind of programme, it shows potential to grow and become a major contributor,” she said.
This alignment with local and national initiatives is expected to bring long-term value for the brand in terms of reach and recall. It also reflects the brand’s ongoing interest in community partnerships over traditional marketing.
Talla Jewellers, founded in 1986 by Ajay Talla, has grown from humble beginnings to become a leading jewellery brand in Jammu & Kashmir. The company now operates four stores in Jammu and serves over 2,00,000 customers, maintaining a strong focus on craftsmanship and customer service.
Written by Achal Chaubey
Retail Jeweller India Exclusive
