For the majority of families in India, purchasing jewelry is reserved only for special occasions. These purchases commemorate the most important occasions in life such as marriages, festivals, and other celebratory gatherings and are also investments intended to last multiple generations. So it is only expected that the most important factor is trust as opposed to trends. Bhima Jewellers, adapting to the ever-changing consumer paradigm while recognizing the rooted structures, has taken the big step of announcing Bollywood actress Janhvi Singh as their new ambassador. This is the first step for Bhima Jewellers to evolve from a South Indian jeweler known and loved by many to a National jeweler known and loved by all.
Establishing a legacy of trust, purity, and ingenious craftsmanship for a century, Bhima Jewellers founded in 1925 in Thiruvananthapuram, is committed to the new decade of the same vision. With the aim of providing this commitment to wider audience, this new partnership further retains the age-old traditions and values of our generations of loyal customers.
Bhima Jewellers Bets on National Expansion with Janhvi Kapoor
Appointing Janhvi Singh is a highly strategic business decision intended to take Bhima Jewellers beyond the boundaries of their traditional business in Kerala and Karnataka. The actress’s popularity with the youth and in the Hindi-speaking regions is anticipated to assist Bhima Jewellers in the much-needed market of North and West India where organized jewelry retail is burgeoning.
In recent years, Bhima Jewellers has continually grown. The opening of its flagship showroom in Chennai in 2022 was a large milestone in its history. Continued momentum occurred during the company’s centennial celebrations in 2024, when the company made a record Guinness World Record single-day sale of three Kerala showrooms earning a net total of ₹200 crore. The sale demonstrates amazing customer trust in the company, and the record celebrates the trust developed by the company over the hundred-year history of the company.
This sale also shows the expansion of the company. This expansion provides stronger competition in the formal Indian jewellery market.
Preserving the Past, While Attracting the Future.
The current jewellery customers want the fusion of the past and the present. They enjoy the craftsmanship of bygone years, but want the modern feel and experience. Bhima Jewellers is weaving its offerings at this nexus.
The company has built a reputation over the years of remaining synonymous with trust and craftsmanship quality with a focus in traditional jewellery of gold and diamonds. By featuring Janhvi Kapoor, Bhima Jewellers hopes she will further this vision of the company by helping market the company’s legacy of a hundred years in a voice the modern customer can relate to, while still remaining in the traditional formal space of the Indian jewellery market without shock value.
This strategy also aligns with how the retailer’s premium jewellery collections are developing. For example, with the range of diamonds, the campaign #ShineBrighterAsYouEvolve, led by Sobhita Dhulipala, has showcased the beauty, poise, and growth of the person. The message indicates the brand’s efforts to balance the evolving design-focused market and keep the loyal customers who have trusted the brand and have given it its legacy.
The brand’s celebrity marketing strategy has also entered a new phase with the collaboration with Janhvi Kapoor.
Surprisingly, the company spent almost 97 years with no celebrity endorsements. This changed in 2022 when Pooja Hegde became the brand’s first ambassador. The company strengthened its influence with the endorsement of South Indian superstar Ram Charan in 2024, and has also furthered its influence with the endorsement of Sobhita Dhulipala within the brand’s expanding range of diamond jewellery.
Now with endorsement of Janhvi Kapoor, the brand also offers diamond jewellery in its ambassador’s collections and its gold jewellery, while representing the diverse consumer of India.
What This Means for Consumers and the Jewellery Industry
With the latest celebrity endorsement, Bhima Jewellers has also shown that legacy brands can nimbly respond to the demands of the new Indian consumer.
The combination of an increase in disposable income and spending on weddings along with the perception of gold as a sentimental and financial asset has increased the demand for organized jewellers. Though organized jewellers are expanding in India, they account for less than 15% of the country’s total jewellery market. This presents a sizeable opportunity for growth.
Represented by Janhvi Kapoor, Bhima Jewellers has the opportunity to strengthen young, urban, immediate consumer market recall, expand into new market regions, and reinforce their position of trust and authenticity and increase their competition scope to other national jewellery businesses.
100 Years of Trust, A New Chapter
Building their business on quality, purity and trust of their customers for 100 years, Bhima Jewellers are combining their heritage with the modern age and local with national, with the appointment of Janhvi Kapoor.
The work that Bhima Jewellers have put into expanding their business across the country is with hope that the combination of tradition, and craftsmanship with modernity, is what is required to gain the trust of a new customer base of jewellery buying younger customers. Bhima Jewellers also hope that this new customer base will continue to support their business for the years to come.
