With a broadcast reach of around 60,000 customers, the brand regularly hears from women who say its campaign prompted them to get screened or discuss their concerns more openly at home
Madgaon: Ulhas Jewellers has completed 10 years of sustained breast cancer awareness initiatives in Goa, building one of the region’s most consistent efforts around a topic many women still hesitate to discuss. For the brand, October’s Breast Cancer Awareness Month has become a long-term platform to encourage early detection and address the discomfort that still surrounds the subject.
Over the years, the retailer has deliberately changed formats to ensure the campaign remains relevant. This year, Ulhas Jewellers invited top doctors from across Goa to speak on the subject and address public questions on a radio show on 92.7 FM. These sessions formed the core of the 2025 initiative, supported by short awareness messages that the brand also shared through its social media channels. “People used to hesitate to talk about breast cancer. Even today, if I ask my mother, she will hesitate,” said Vikram Verlekar, Director, Ulhas Jewellers. “That hesitation had to go, so we chose formats where information could be shared openly and clearly.”
The foundation of the campaign dates back nearly a decade, when Ulhas Jewellers tied up with Apollo Hospital to offer free check-ups and diagnostic concessions for its customers. The brand distributed printed material, danglers and templates to increase awareness and also extended outreach through print media, cable TV and radio.
As the initiative evolved, interactive formats became another anchor. The retailer hosted quizzes on radio and digital platforms, encouraging listeners to absorb essential information about early detection. Winners received gifts ranging from small items to gold and diamond pendants. “Even if one woman gets diagnosed early and is saved, then it’s a win-win situation,” Verlekar said, describing the spirit behind the activity.
Customer response over 10 years has strengthened the company’s commitment. With a broadcast reach of around 60,000 customers, Ulhas Jewellers regularly hears from women who say the annual campaign prompted them to get screened or discuss concerns more openly at home. “I am doing this very openly, with nothing to gain,” Verlekar said. “It came from the heart. If we can contribute even a little to society, that is enough.”
During the COVID-19 lockdowns, the retailer adapted the programme once again—this time tapping into Goa’s online music culture. A month-long collaboration with local singers brought awareness messages into live virtual performances, allowing the initiative to continue despite movement restrictions.
Across its 10-year run, Ulhas Jewellers has kept the campaign fresh without shifting focus from its core goal: making breast cancer awareness a stigma-free public conversation and encouraging Goan women to prioritize early detection.
The brand runs its operations from its single, recently revamped store in Madgaon, while maintaining its commitment to meaningful community outreach.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
