Visual Merchandising and Retail Design – July 2019

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Committed to awareness creation

At a time when jewellery was hardly affordable in the market of Ratlam, DhoolChand Kataria, Founder, D.P.

Jewellers took the jewellery retailing journey further, bound by a set of principles and pure hard work.

I

t was in the year 1940 when Iconic Jewellery

brand, D.P. Jewellers, was set by the Late

DhoolChand Kataria in Ratlam. Talking

about the origins of the retail brand, Amit

Bandi, CEO, D.P. Jewellers, says, “DhoolChand

Ji always believed that if a customer buying

the jewelry comes back, he should always

get his money back. Jewelry was not just an

ornament but a commodity of investment

for him. With that thought he started this

journey and eventually Ratlam became a

hub for buying the right jewelry.”

From being a household name in Ratlam

to expanding into four different cities, D.P.

Jewellers has now become a mass brand.

Amit Bandi, shares, “In 2010, when the

4th generation entered this business, the

journey transitioned from Ratlam to Indore

and then expanded to Udaipur and Bhopal.

Today we have 4 stores and also have a

brand kiosk store in Bhopal, in association

with Divine Solitaires, which is the first of its

kind in the industry.”

With an aim to create awareness and

influence consumers on the right choice

of jewellery, brands and fair pricing, D.P.

Jewellers conducts product melas, product

exhibitions, knowledge series, diamond

awareness programs & solitaire awareness

programs. “Customer first has always been

the approach of D.P. Jewellers. We have

been giving innovative solutions to our

customers. The major focus of our initiatives

is to educate the customers on what

they need to keep in mind while buying

jewellery, solitaires or diamonds,” explains

Amit Bandi.

Reiterating the brand’s focus on values,

Vikas Kataria, MD, D.P Jewellers, says,

“Jewellery is much more than a piece of

precious metal.” As a demonstration of this,

D.P. Jewellers offers its consumers another

exciting solution called the ‘Golden Locker’

that encourages them to deposit their

jewelry with D.P. Jewellers for 10 months,

and replace it with a new jewellery of same

weight and same purity in the 11th month

without any cost. This is promoted as an

alternative to storing them in bank lockers

and paying monthly rents.

With all these initiatives, D.P Jewellers has

over time, become a synonym for trust,

purity & honesty. In terms of expansion, D.P

Jewellers plans to introduce two new outlets

in Bhilwada and Kota before December

2019 and has roped in Aftab Bandukwala,

V-design Architectural Solutions Pvt.Ltd to

design the new outlets. l

Amit Bandi, CEO, D.P. Jewellers Vikas Kataria, MD, D.P Jewellers

D.P. Jewellers

July 2019