Unlocking the Potential: The Rising Popularity of Category-Specific Jewellery Mahotsavs

A crop of jewellers explores the potential of annual category-specific mahotsavs, aka jewellery festivals, offering unlimited choices, gala deals and festive moods- for increasing sales, testing new product lines, and tiding over lean seasons

In the vibrant world of Indian jewellery, mahotsavs, aka jewellery festivals, have emerged as a powerful retail marketing and sales tool. Meticulously planned and mainly showcasing one specific category of jewellery, these are becoming a reliable tool to market the business, drive sales, and cater to evolving customer preferences while creating an overall memorable shopping experience

Spotlighting categories

Jewellery mahotsavs are pivotal in targeting a niche set of customers looking for a particular jewellery category. By focusing on a single category, such as bangles, necklaces, mangal sutras, payal or earrings, these events create an opportunity to showcase new collections and an extensive range of products. Intrigued by the idea of exploring 1000+ design choices under one roof during such mahotsavs, they mark their calendars for purchases.

Saurabh Gadgil, Director of PNG Jewellers, who has been conducting such mahotsavs in various categories for over a decade, says, “Consumers today wait for these mahotsavs because they know that they will find the largest range, the best products as well as the best offers during this time.”

“ If you are doing exhibitions just to increase sales, then obviously keeping a broader range of products will help, but if you want to expand your market, define your product strength, or want to reach to new customers, then these product-specific mahotsavs allow you to showcase something extraordinary about your work ”

Harsh Khandelwal, Director, Khandelwal Jewellers, Akola

Explaining the big idea behind focussing on one single category and not the complete range of designs, Harsh Khandelwal from Khandelwal Jewellers, Akola says, “If you are doing exhibitions just to increase sales, then obviously keeping a broader range of products will help, but if you want to expand your market, define your product strength, or want to reach to new customers, then these product-specific mahotsavs allow you to showcase something extraordinary about your work.”

“ We use Navratri to showcase various categories, focusing on one category daily for all nine days. We get many customers during this time because people get diverse designs in various categories during the nine-day ”

Akshat Rastogi, Owner of Ratandeep Jewellers, Moradabad

Some jewellers also do interesting take on showcasing these mahotsavs. Akshat Rastogi, Owner of Ratandeep Jewellers, Moradabad, says, “We use Navratri to showcase various categories, focusing on one category daily for all nine days. We get many customers during this time because people get diverse designs in various categories during the nine-day. The demand for Bangles, Temple Jewellery and Cocktail Jewellery goes exponentially high throughout this period.”

Retailers adapt and innovate their mahotsavs to stay aligned with evolving trends and customer preferences. Their focus on design drives changes in offerings over time. For instance, mahotsavs that initially featured general designs now include subcategories like party wear, daily wear, occasion wear, and festive wear.

The nature of the festival is such that jewellers are able to offer a diverse set of products ranging in price point and designs. Small-town retailers showcase items starting from Rs. 5000 to 5 Lakhs. In contrast, PNG Jewellers include more heavy gold pieces in their inventory, taking advantage of the market potential of metropolitan cities.

Jaydeep Ratnaparkhi, the owner of Ratnaparkhi Jewellers, Mangalwedha, says, “We know what our customers will buy. If we keep heavy items in small cities like ours, our mahotsavs won’t work. You need to understand your customer base and only provide what is best for them; ultimately, they will visit you and buy jewellery worth more.” This approach caters to various budgets and ensures customers find something suitable for their preferences and financial means.

Aligning partners

Mahotsavs are a product of the collaborative efforts between retailers and their manufacturing partners. The planning and preparation start approximately a month in advance, during which huge consignments are given by the manufacturers based on the chosen theme or category that the retailers intend to showcase.

Joint efforts ensure the mahotsavs meet customer expectations and offer a remarkable experience. Manufacturers are briefed about the mahotsav themes, leading to an innovation process involving internal design teams and kaarigars. Planning for purchases and coordination with partners allow for creating exceptional mahotsavs across product categories.

“ Currently, around 30% of our goods are on consignment, allowing us to showcase various designs and styles for our customers. This arrangement benefits both parties – our manufacturing partners can showcase their craftsmanship and products to a wider audience ”

Jaydeep Ratnaparkhi, owner of Ratnaparkhi Jewellers, Mangalwedha

Regarding collaborating with the manufacturers, Ratnaparkhi says, “Currently, around 30% of our goods are on consignment, allowing us to showcase a diverse range of designs and styles for our customers. This arrangement benefits both parties – our manufacturing partners can showcase their craftsmanship and products to a wider audience. At the same time, we have the flexibility to rotate and refresh our inventory regularly. It’s a win-win situation that ultimately enhances the overall shopping experience for our valued customers.”

Unseasonal Demand

While festive seasons like Gudi Padwa, Akshay Tritiya, and Diwali provide natural opportunities for jewellers to engage with customers, Mahotsavs fill the gaps in between. These mahotsavs are a game-changer for retailers, especially during off-seasons.

Khandelwal says, “These gaps during the festivals help us a lot to keep the customers engaged. We need to do something during these dry months where there is no occasion; mahotsavs are the best way to deal with it.” The allure of special discounts and offers makes them particularly appealing to customers, encouraging them to explore and make unplanned purchases.

These festivals give retailers a strategic opportunity to boost their business and drive sales even when the demand is relatively low. These events generate demand and footfalls during non-festive months by offering customers the most extensive range, the best products, and attractive deals to make unseasonal impulse purchases.

Exponential Growth

Retailers are also taking advantage of the opportunity to leverage the full potential of these exhibitions ahead of the peak festive and wedding season. Ratnaparkhi says, “Mostly, these mahotsavs are planned during the wedding season. We majorly focus on the mangal sutra and Nath during the pre-wedding season. We have observed a huge conversion rate due to these mahotsavs. About 15% of the customers who visit become our regular customers.” P N G Jewellers also conducts such festivals, mostly during festivals like Akshay Tritiya, Gudi Padwa, and Diwali.

Category-specific jewellery mahotsavs have proven to be a boon for retailers during the off-season, significantly increasing business. For instance, Ratnaparkhi Jewellers’ daily walk-ins increased three fold during these mahotsavs, compared to 200-300 customers daily.
Regarding category growth during these mahotsvas, Gadgil says, “The category sales increase twofold during the month a certain category is exhibited.” Many retailers introduce special limited-time discounts, bundle deals, or exclusive offers for the showcased category. “The limited-time nature of these events adds a sense of exclusivity and urgency, resulting in increased footfall and sales,” he adds.

“ The limited-time nature of these events adds a sense of exclusivity and urgency, resulting in increased footfall and sales. Customers mark their calendars for these mahotsavs”

Saurabh Gadgil, Director of PNG Jewellers

Spreading the Word

Promotion plays a crucial role in the success of jewellery exhibitions. Retailers employ diverse marketing strategies, utilising outdoor advertising, print media, radio, digital marketing, public relations, and in-store marketing. Digital campaigns enable them to reach customers beyond their store’s geographic location. Personalised outreach through WhatsApp messages and calls ensures existing customers are well-informed and engaged. Small-town jewellery retailers like Khandelwal Jewellers and Ratnaparkhi Jewellers heavily rely on door-to-door marketing for their businesses.

Jewellery exhibitions incorporate various elements and activities to captivate attendees. PNG and Ratnaparkhi Jewellers usually inaugurate their mahotsavs with celebrities, VVIP customers, and loyal customers with great fanfare. This helps them to attract a significant audience. In-store engagement activities add to the festive feel. “We had kept a special attraction by keeping a 1 kg Payal for display. Although it was not for sale, we saw a huge customer response because of this attraction,” says Ratnaparkhi. Stores are visually appealing, with larger-than-life visual merchandising highlighting the unique selling points of the festival. The overall visitor experience is designed to ensure customer delight and a memorable event.

Opportunities Galore

Talking about the importance of category-specific mahotsavs, Khandelwal says, “These mahotsavs not only increase sales, but whenever we bring new jewellery collections, these mahotsavs also help us to understand how the market is responding to new design concepts. We test-market new products before we put our money behind a collection.” This breakthrough is only possible when retailers showcase specific categories in the market.
Although these category-specific mahotsavs have yet to be entirely accepted by many retailers, some have their calendars filled with category-specific mahotsavs for the upcoming year, with a commitment to design innovation, marketing creativity, and a vast inventory to provide customers with exceptional selections.

By offering thousands of options within a single category, these jewellers make sure these mahotsavs enthral customers and keep them eagerly awaiting each year’s festivities.

Retail Jeweller India Magazine