WHP Jewellers expands reach through Maharashtra Times Shravan Queen pageant

The prestigious pageant, now in its 15th year, has evolved from a Mumbai-exclusive event to encompass Pune, Nashik, and Nagpur, attracting nearly 1,750 young aspirants across Maharashtra

Mumbai: Waman Hari Pethe (WHP) Jewellers’ 15-year partnership with the Maharashtra Times Shravan Queen pageant has yielded unprecedented success, with participation soaring to approximately 1,750 registrations across four major Maharashtra cities. The event’s expansion beyond Mumbai into Pune, Nashik, and Nagpur has transformed it into a significant platform for young women from diverse backgrounds.

“This event promotes young talent, offering participants a prestigious platform for self-expression,” says Ashish Pethe, Partner, Waman Hari Pethe Jewellers. “Candidates submit their applications to Maharashtra Times, followed by preliminary evaluations by an esteemed panel comprising entertainment industry celebrities.”

The collaboration with Maharashtra Times, a leading regional daily, has proven strategically valuable for the legacy jewellery brand, particularly in markets where it seeks to strengthen its presence. “By engaging with women aged 17-21 years, we are connecting with tomorrow’s core customers. This partnership aligns perfectly with our brand’s future vision,” Pethe explains.

The newspaper manages all promotional aspects, benefitting both the pageant and the jewellery brand through comprehensive coverage across print and digital platforms. The selection process is rigorous: each city nominates 20 contestants who receive professional training in presentation and personality development before competing in Mumbai’s grand finale, where three winners are crowned.

The competition’s evaluation criteria extend beyond aesthetics, encompassing general knowledge and current affairs awareness, confidence and public speaking abilities, artistic talents including dance and music, and overall poise and presentation skills.

WHP Jewellers’ community engagement extends to other Maharashtra Times initiatives, including the Navratri Navrang festive supplement, where the brand showcases its latest collections alongside photographs of women in traditional festive attire.

“We continuously collaborate with Maharashtra Times to evolve the Shravan Queen format, ensuring it remains engaging and relevant for both participants and audience,” Pethe adds.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive