With shopping fest, Abhushan Diamonds and Gold sees 30 to 40% growth in sales compared to last year

With Grand Abhushan Utsav, retailer sees 30 to 40% growth in sales compared to last yearIn a competitive market, Abhushan Diamonds & Gold Private Limited launched the festival featuring grand prizes, encouraging shoppers to try the brand’s offerings, even if they were just buying small items of jewellery to get a chance to win prizes such as iPhones and cars

Mumbai: Abhushan Diamonds & Gold Private Limitedhas unveiled the Grand Abhushan Utsav, a campaign aimed at encouraging customers across the board to purchase jewellery during the festive season. The campaign’s primary goal is to provide exclusive offers that appeal to both loyal clients and new customers in the regions where the brand’s stores are located. The brand is also targeting non-occasion buyers to add an extra competitive edge to its pitch.

The festival features grand prizes, including a KIA Seltos SUV, a trip for two to Europe, and two 1 kg silver bars. Additionally, there are weekly prizes, including six iPhone 16 devices, 12 gold coins, 18 stays at Taj Hotels, 30 diamond rings, and 120 gift vouchers.

The brand’s Director of Marketing and Business Development, Aviral Prakash, told The Retail Jeweller, “In such a competitive market, traditional discounts have lost their appeal, and one needs to find unusual ways to manoeuvre buyers. We are introducing exciting offers and hefty prizes, and making the shopping experience more engaging. Customers can enter the contest with a purchase of just Rs 25,000, allowing even those who might not typically buy high-value jewellery to participate. We are also targeting non-occasion buyers.”

With this innovative approach, the brand aims to attract a broader customer base, encouraging shoppers to try its offerings, even if they are looking to make smaller purchases like rings or earrings.

“Early responses to the campaign have been positive, with about 30 to 40% growth in sales compared to last year. The buzz surrounding the campaign is palpable, with many customers visiting stores simply for a chance to win prizes such as iPhones and cars, even if they do not have specific events to celebrate,” said Prakash. 

With the Grand Abhushan Utsav, the brand hopes to create a win-win situation for both the brand and its customers, fostering a sense of excitement and community during the festive season.

Abhushan Diamonds & Gold Private Limited, based in Agra, now operates three stores, with two stores in the historic city and a single store in Aligarh.

Written by Amaan Kasu

Retail Jeweller India Exclusive