Touch925 by IIMA Student Turns Festive Stress into Silver Linings with #DiwaliBachaLi Campaign

From B-School to Bling: The Journey of the Entrepreneur

While most MBA students were buried in case studies, Nishit Begwani was busy identifying a glaring gap in the Indian jewellery market. "I realised that quality silver jewellery at affordable prices was a rarity," Nishit recalls. "There was an opportunity to create something truly special – a brand that combines luxury, affordability, and meaning."

This insight led to the birth of Touch925 in July 2023. Applying the business acumen gained at IIMA, the founder sets out to disrupt the jewellery industry with a clear vision: to make high-quality silver jewellery accessible to all while prioritising ethical practices and customer satisfaction. In just one year, Touch925 has achieved remarkable success, launching 10,000+ SKUs and reaching over 40,000 happy customers.

Shining Bright: Touch925's Unique Value Proposition

Touch925 quickly distinguished itself in the crowded jewellery market with its significant offerings:

1. Affordable Luxury: High-quality 925 silver jewellery at competitive prices

2. Lasting Brilliance: Innovative anti-tarnish technology ensures long-lasting shine

3. Ethical Sparkle: Ethically sourced products supporting local artisans

4. Something for Everyone: A wide range including men's, women's, and kids' jewellery, as well as pure silver idols

Rapid Growth with Creative Marketing Strategies

In an industry often perceived as traditional, Touch925 is breaking new ground with its marketing strategies. "We believe in connecting with our customers in ways that resonate with their daily lives and experiences," the entrepreneur explains. This philosophy led to Touch925 becoming the first jewellery brand to embrace meme and comic marketing.

Besides hitting the spot, the meme content on their Instagram page was covered by over 50+ meme pages. Not to forget, each of these pages has a 1 million+ following with gigantic engagement potential.

The Diwali campaign, #DiwaliBachaLi, has been an enormous hit, capturing the spirit of the festive season. With thoughtful gifting solutions and a dash of humour, the campaign has truly resonated with audiences. From helping husbands avoid festive "kalesh" to celebrating the joy of silver jewellery, it has brought smiles to countless faces.

On Instagram alone, the #DiwaliBachaLi campaign garnered over 1 million+ views, while meme pages enthusiastically shared the content, making it a social media sensation.

The brand's recent expansion into kids' jewelry and unique gifting options, along with the introduction of candles and perfumes, further demonstrates its commitment to evolving with customer needs and desires.

As Touch925 continues to grow, Nishit Begwani aims to create a brand that disrupts the jewellery market and redefines the essence of meaningful gifting in India. In a world where the material often overshadows the meaningful, Touch925 stands as a shining example of how business can be a force for positive change.