Entry passes were distributed exclusively from the jeweller’s Thane outlet, requiring interested participants to visit the store in person
Thane: Waman Hari Pethe Jewellers recently organized a women-centric event at Ram Ganesh Gadkari Rangayatan in Thane, positioning the initiative as both a community programme and a retail activation. The one-day event brought together around 800 women, combining entertainment with a structured in-store outreach strategy.
“The idea was to give back to society in a way that was more women-centric,” said Neel Pethe, Head of Business, Waman Hari Pethe Jewellers. “Women are constantly balancing responsibilities. We wanted them to take some time out for themselves and simply enjoy the experience.”
The event format followed a game-show concept associated with well-known actor and presenter Aadesh Bandekar’s television programmes. Of the 800 attendees, around 150 women actively participated in on-stage games. The highlight of the event was ‘Paithani Cha Khel’, where participants competed to win a Paithani saree. One winner was chosen, along with runners-up.
All attendees were provided with hampers, food and beverages, along with discount coupons redeemable at the brand’s Thane store. “Every participant and attendee received a discount coupon so they could visit the store whenever they wished,” Pethe said. “It was also a way to encourage footfalls after the event.”
Access to the programme was intentionally routed through the store. Entry passes were distributed exclusively from the Thane outlet, requiring interested participants to visit in person. Approximately 800 passes were issued through this process.
“We asked people to collect passes directly from the store so they would know exactly where we are located,” Pethe explained. “We also received a large number of phone calls enquiring about availability, and registrations closed within four days.”
While the core audience comprised women, attendance extended beyond Thane, with participants travelling from locations such as Badlapur and Belapur. Pethe attributed this to the familiarity and appeal of the show format among Marathi-speaking households.
“Aadesh Bandekar is a well-known face among Maharashtrian households,” he said. “A large part of our customer base is Maharashtrian, and we did not want to lose that core connect. At the same time, Thane is cosmopolitan, and we want to reach different strata of customers as well.”
The brand supported the initiative through marketing activities, although Pethe noted that registrations were driven largely by organic demand. “The registrations filled quickly because of the recognition associated with the show,” he said.
In terms of immediate business response, a small number of attendees visited the store soon after the event to redeem their discount coupons. The broader commercial impact will be evaluated over the coming months.
“Customer engagement was strong because everyone had to come to the store to collect their passes,” Pethe added. “Brand visibility also improved through the association, and we will continue to monitor how it translates into sustained growth.”
Through the event, Waman Hari Pethe Jewellers combined community-led programming with a clear in-store touchpoint strategy, using participation mechanics to build awareness and encourage engagement with its Thane outlet.
With a network of 30+ stores across Maharashtra, Waman Hari Pethe Jewellers continues to build on its heritage by engaging with various platforms and embracing new brand-building avenues.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
