The brand aimed to create visibility during a celebration significant for the region’s Catholic community, which forms a large part of its customer base
Madgaon: Ulhas Jewellers recently participated in the Goa Carnival parade as part of an on-ground initiative designed to engage with local customers and tourists while building momentum towards the brand’s upcoming centenary celebration.
The Goa Carnival, which traces its origins to the State’s Portuguese heritage, is among the most prominent public celebrations in the region. Floats move through designated routes across five major Goan cities, with crowds lining both sides of the roads to watch the procession. The event draws lakhs of spectators each year, including residents and tourists visiting the State during the festive season.
Ulhas Jewellers participated in the carnival processions across Madgaon, Panaji, Porvorim, Vasco and Mapusa. According to Vikram Verlekar, Managing Director, Ulhas Jewellers, the idea was to use the opportunity to engage directly with the public in a setting that brings together large sections of Goa’s community.
“The carnival is something very unique to Goa. It is celebrated in Portugal as well, but in India it happens only here,” said Verlekar. “We felt it was a good opportunity to engage with our customers and with people visiting Goa during this time.”
The brand’s participation was also influenced by its strong local customer base. Verlekar said the intention was to create visibility during a celebration that holds particular significance for the region’s Catholic community. “At Ulhas Jewellers, we have a large base of Catholic customers. The carnival is an important celebration here, so we thought it would be meaningful to connect with people during this time,” he explained.
The activation was built around a float featuring the brand’s identity and representatives interacting with spectators along the route. Two team members engaged with the crowd, posing for photographs and encouraging visitors to share their experiences on social media. According to Verlekar, this informal interaction played a key role in amplifying the brand’s visibility during the event.
The initiative also reflected the retailer’s broader focus on gold, particularly at a time when rising prices have led to increased public interest in the metal as an investment. Verlekar said the carnival provided an opportunity to reinforce the brand’s association with gold bullion, a segment in which Ulhas Jewellers has long been recognized locally.
“Ulhas is well known here for gold bars,” Verlekar said. “Of late, there has been a lot of discussion around gold because prices have been rising. Even people who were not earlier inclined towards buying gold have started talking about it as an investment.”
Across the five cities where the carnival took place, the brand estimates that it was able to connect with tens of thousands of spectators. Verlekar noted that the exercise was intentionally kept modest this year, serving as a preparatory step for larger participation planned in the future. “This year we wanted to understand how the carnival works and what the challenges are,” he said. “Next year we will be completing 100 years, so we are planning something bigger.”
Alongside the carnival participation, the retailer is also exploring involvement in other important regional celebrations such as Shigmo. Verlekar indicated that the brand’s centenary year will include several such initiatives aimed at strengthening its connection with the local community. “This is just a baby step towards our centenary celebrations,” Verlekar stated. “We have many activities planned for the coming year.”
Ulhas Jewellers operates through a single, recently revamped store in Madgaon.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
