Kushals Newsletter

Issue 4 February 2025

February was an exciting month at Kushal’s, filled with impactful campaigns, memorable celebrations, and initiatives focused on growth and learning. From launching high-energy brand campaigns to recognizing our retail champions, we’ve taken big strides in reinforcing our commitment to excellence.

Inside This Issue

Brand Highlights

March Sale Film – Crafting Urgency, Style & Excitement

On February 27th, we launched our high-impact March Sale campaign, a film that was not just engaging but also drove urgency—encouraging shoppers to visit our stores before the best deals were gone. This wasn’t just another ad; it was a carefully crafted piece of storytelling designed to resonate with our audience and drive traffic to our stores and online channels.

Concept & Execution

A Film with Impact – We aimed for a campaign that was fun, relatable, and packed with urgency, making sure it resonated instantly with viewers.
Refining the Idea – The concept took time to perfect, ensuring a crisp and impactful message that could be conveyed in a short yet engaging format.
Fashion Meets Sale – Styling was a key focus, aligning it perfectly with the sale’s theme and creating a visually compelling experience that showcased both elegance and great deals.
FOMO at Its Best – The film was designed to create a fear of missing out, making sure customers felt the urgency to shop before it was too late.

With this film, we didn’t just announce a sale—we turned it into a moment that customers didn’t want to miss.

Relive the excitement!

Kajal Aggarwal: A Star-Studded Boost!

This time, we elevated the campaign by bringing on Kajal Aggarwal—adding a fresh, aspirational touch to the sale. It had been a while since we featured a celebrity in our promotions, making this an exciting moment for the brand and our customers alike. Her presence not only enhanced the visual appeal of the campaign but also reinforced the connection between timeless elegance and irresistible offers.

Valentine's Day Reimagined: A Celebration of Style and Self-Expression!

This Valentine’s Day, we redefined tradition with a fresh perspective—moving beyond the conventional romantic couple theme and even the trending Galantines’ narrative. Instead, we focused on what truly resonates with today’s women: self-expression through style.

Crafting a Unique Valentine’s Story

As a fashion-forward brand, the goal was to create a campaign that seamlessly blended styling, product storytelling, and the spirit of love, all while highlighting the unique selling points (USPs) of our 92.5 sterling silver jewellery. We wanted to showcase the BIS hallmark, trendy designs, and fashionable appeal, ensuring the focus remained on empowering women to express themselves.

The Challenge

Striking the perfect balance between trend, storytelling, and celebration.
Keeping the film sweet and loving, while emphasizing the product’s quality and style.
Reflecting Kushal’s commitment to elevating a woman’s look for every occasion.

The Concept

Spotlighting our USP – Featuring BIS-hallmarked 92.5 sterling silver jewellery that is trendy, fashionable, and perfect for every occasion.
Effortless Styling – Showcasing pieces that complement a woman’s individuality, elevating her look beyond the ordinary.
Sweet & Stylish Narrative – A film that kept it short, fresh, and infused with the warmth of love—without being predictable.
The Perfect Match – Jewellery that seamlessly blends into modern-day fashion, and for individual expression of style.

A Campaign That Resonated

We’re thrilled to share that our campaign was a resounding success, achieving a view-through rate of 48%! This demonstrates the effectiveness of our unique approach and the power of authentic storytelling.

Watch the Valentine’s Day Film!

Celebrating Self-Love Every Day: Love should be celebrated in all its forms, and that fashion is a powerful tool for self-expression. We’re proud to have created a Valentine’s Day campaign that truly reflected these values.

VISUAL MERCHANDING Highlights

Elevating the Bridal Experience: Our Premium Bridal VM

Introducing our distinguished and premium Bridal Section—a space meticulously crafted to showcase our exquisite bridal collection. This VM is designed to highlight the beauty and craftsmanship of our bridal wear, while catering to the unique regional preferences of our customers.

The Thought Behind the Design

Market-Driven Approach – Extensive research and retail feedback helped us shape this space, ensuring that it resonates with customers while aligning with category performance trends.
Aesthetic Meets Information – The VM not only enhances the store’s visual appeal but also serves as a guide for brides, offering details on craftsmanship, regional inspirations, and styling possibilities.
Crafted for Her – A visual merchandising experience that instantly captures the attention of brides-to-be, helping them envision their perfect wedding look in one seamless display.

With design, storytelling, and attention to detail, this Bridal VM section is more than just a display—it’s an immersive experience that celebrates tradition, elegance, and modern bridal aspirations.

Valentine’s Day VM – A Love-Filled Experience

To make this Valentine’s season extra special, we created a dedicated valentine collection corner and eye-catching window display designed to spark intrigue and capture the spirit of love. From the moment customers walked in, they were immersed in an atmosphere of romance, making it effortless to find the perfect jewellery for themselves or gifting.

Love Charms Collection – A Name That Says It All!

The name “Love Charms” was carefully chosen to evoke curiosity, warmth, and that adorable “aww” feeling. Infused with Valentine’s motifs and delicate heart designs, this collection perfectly blended charm with sentiment—making it the ultimate gift of love.

Special Touches

Curated Corner – A dedicated space that made selecting the ideal Valentine’s jewellery a delightful experience.
Exclusive Gift Wrap Packaging – Elegant, love-themed wrapping that added a personal touch to every purchase.
Charming Window Display – Designed to capture attention, celebrate the essence of love, and draw customers in.

With hearts, romance, and a touch of magic, our Valentine’s Day VM turned shopping into a heartfelt experience.

RETAIL GLIMPSE

Celebrating 2 Years of Sparkle at Pune – Koregaon Park!

We are thrilled to celebrate the 2nd anniversary of our Pune – Koregaon Park store! This milestone is a testament to our journey of growth, dedication, and the unwavering support of our customers.

The celebration was a memorable one—filled with joy, gratitude, and special moments that reflected our commitment to excellence. It was an opportunity to thank our incredible team for their hard work and passion, as well as our loyal customers who continue to place their trust in us.

R&R Celebration – Honoring Hard Work & Excellence!

We had an amazing time celebrating the dedication, passion, and achievements of our incredible Retail Team at the R&R Celebration! This was all about recognizing the hard work, commitment, and outstanding contributions that drive our success every day.

Moments of Recognition & Appreciation

From honoring top performers to celebrating teamwork and milestones, the outcome was filled with joy, gratitude, and motivation. It was a reminder that every effort counts and that together, we make Kushal’s shine brighter!

Here’s to the spirit of excellence, teamwork, and continuous growth!

HR CORNER

Hit the Store (HTS) Program: Strengthening Our One Team Culture

This January and February, 11 HO employees from various departments, including IT, product development, customer support, HR, participated in the Hit the Store (HTS) Program. This initiative is designed to help employees gain hands-on exposure to our retail operations and strengthen the bond between the store and HQ teams.

Impact of the Program

A deeper understanding of store operations.
Insights into customer handling, inventory management, and visual merchandising.
Enhanced awareness of how different departments contribute to the overall customer experience.
This initiative has not only fostered stronger connections between teams but has also inspired valuable ideas to enhance both store and HQ operations.

Team	Name	Designation
HR	Manjunath	HR Executive
HR	Ganesh	Senior HR Executive
Creative	Shruthi	Head of Creative
Customer Support	Chaitra K R	Customer Support Executive
Customer Support	Anusha R	Customer Support Executive
HR Department	Nischala	Asst Talent Acquisition Manager
HR Department	Smita	HR Ops Manager
Marketing	Tulika	Retail Marketing Associate
IT-Product Development	Amit Kumar Gangwar	Product Manager
IT Department	Jeevarathinam Sengottaiyan	Assistant Manager – Infrastructure
Accounts	Mahesh G P	Senior Accounts executive (AP )

LEAP: Leadership Evaluation & Advancement Program

At Kushal’s, we believe in nurturing talent and building future leaders from within. As part of our LEAP (Leadership Evaluation & Advancement Program), we conducted a structured ASM to SM assessment to identify and develop the next generation of Store Managers.

A Fair & Transparent Process

Comprehensive Evaluations – Candidates were assessed on key skills required for the next leadership level.
Rigorous Interview Rounds – Those who cleared the assessment proceeded to in-depth interviews to gauge their readiness for the SM role.
Building Future Leaders – This structured approach ensured that the right talent moves forward, creating a strong pipeline of leadership.

With LEAP, we are empowering growth, fostering excellence, and shaping the future of retail leadership!

Knowledge Nudge

We are thrilled to launch “The Knowledge Nudge,” a weekly series aimed at supporting your personal and professional growth. This series offers insightful reading materials tailored to enhance your success at work, featuring short, engaging content alongside practical tips and real-world applications.

Introducing The Knowledge Nudge – Bite-Sized Learning for Big Impact!

We’re excited to launch The Knowledge Nudge—a weekly learning series designed to support your personal and professional growth in a fun, engaging, and practical way!

Instead of full-fledged training sessions, this series delivers short, insightful, and interactive content on essential workplace skills, helping you build awareness and improve daily performance through:

Focused Topics – Covering key topics like active listening, giving feedback, professionalism, workplace etiquette, time management, and productivity.

Real-World Application – Tailored for managerial roles in retail, warehouse, and HO setups, ensuring practical insights that can be applied immediately.

Interactive Learning – Featuring small videos, infographics, pre- and post-quizzes, making learning engaging and easy to apply.

With The Knowledge Nudge, learning fits seamlessly into your day, helping you become a more effective leader, decision-maker, and team player—one nudge at a time!

Stay tuned for weekly updates and get ready to level up your skills!

New STORE OPENINGS

Expanding Our Footprint

We’re gearing up for exciting growth as we expand our retail presence across India!

Stores handed over on Feb- March

Salem
Hubli
Hospet
Khammam

Store Fitouts in Progress

Our teams are hard at work bringing these upcoming stores to live:

Bhimavaram, AP
Perambur, Chennai
Mogappair, Chennai
DB Mall, Bhopal
KR Puram
Velachery, Chennai

Newly Signed Stores – Coming Soon!

Nexus Koramangala, Bangalore
Fiza Mall, Mangalore
Phoenix Mall, Kurla Mumbai
Whitefield, Bangalore
Anantapur
Thilakwadi, Belgaum

With these additions, we are set to enhance our reach, strengthen our brand presence, and create exceptional in-store experiences for our customers. Exciting times ahead!