Friday, 23rd November 2007 (2482 views)

A jewellery chain is to be launched by Rajesh Exports in four states in southern India, it has emerged.

The new series of stores, branded under the name Shubh Jewellers, is set to open in the first week of December, offering customers a total of 5,000 22-carat gold jewellery items.

Rajesh Exports, which claims to be the world's largest manufacturer of gold jewellery, has also purchased 30 outlets of the high-end OyzterBay jewellery store, re-branding them with the name Laabh, which means "profit".

Acclaimed Bollywood actress Sharmila Tagore has been recruited as an ambassador for the brand and is expected to star in the jeweller's promotional television commercials, which are set to air at the beginning of December.

In addition, the chief executive officer of Shubh and Laabh Jewellers, Vipin Sharma, told the Business Standard newspaper that the company intends to use regional celebrities to promote both jewellery chains.

"For promoting each store, the company is planning umbrella advertisements backed by TV commercials and below the line campaigns like celebrating regional festivals and other anniversaries," he stated.

 

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