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                    <h1 class="heading-font text-3xl md:text-4xl lg:text-5xl font-bold mb-6 leading-tight">
                        Festive Elegance Redefined – Shubhtithi by KRA Jewellers
                    </h1>

                    <!-- Article Subtitle -->
                    <!-- <p class="text-lg md:text-xl text-gray-600 italic mb-8 leading-relaxed">
                        On this auspicious day of Ganesh Chaturthi, I extend my heartfelt greetings to the entire gem
                        and jewellery fraternity. Lord Ganesha, revered as the remover of obstacles, symbolizes wisdom,
                        clarity, and prosperity. May His blessings guide our industry towards collective growth and
                        success.
                    </p> -->

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                        <span class="font-medium">Team GJC</span>
                        <span class="mx-2">•</span>
                        <span>2 hours ago</span>
                        <span class="mx-2">•</span>
                        <span>4 min read</span>
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                        <p">
                            As the festive winds sweep across India, carrying with them the familiar hum of
                            celebrations, Krishna Rajaram Ashtekar
                            (KRA) Jewellers has unveiled a story that feels as timeless as it does contemporary. Their
                            latest campaign, Shubhtithi,
                            is not merely a collection of bridal jewellery; it is a narrative woven with threads of
                            choice, reflection, and
                            celebration. Launched on September 22, the first day of Navratri, the collection aligns
                            itself seamlessly with the
                            season of new beginnings — a moment when tradition and transformation walk hand in hand.
                            </p>

                            <p">
                                At the heart of Shubhtithi is a film featuring actress Shriya Pilgaonkar. But unlike the
                                conventional world of bridal
                                campaigns — where gold glitters louder than the bride’s voice, this story dares to
                                pause. The jewellery itself becomes a
                                companion, almost a confidante, posing a question that cuts through centuries of
                                expectations: “Why are you getting
                                married?”
                                </p>

                                <p">
                                    The silence that follows is telling. In that pause lives the weight of tradition,
                                    the
                                    echoes of arranged unions, the
                                    pressure of rituals. But then, the bride’s reply arrives — calm, assured, and
                                    quietly
                                    revolutionary: “Because I’m
                                    ready.” With those three words, the campaign pivots the conversation. Marriage,
                                    here, is
                                    no longer a matter of
                                    obligation or convention; it is an act of choice, of readiness, of self-awareness.
                                    </p>




                                    <p">
                                        This shift is no accident. For KRA Jewellers, Shubhtithi is a deliberate move
                                        away
                                        from spectacle and toward
                                        introspection. It speaks to a generation of women who see jewellery not only as
                                        ornamentation but as an extension of
                                        their individuality — markers of who they are and what they stand for. In
                                        choosing
                                        readiness over ritual, Shubhtithi
                                        gives voice to the modern bride while never abandoning the cultural cadence of
                                        an
                                        Indian wedding.
                                        </p>

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                                        <p">
                                            The campaign’s timing is as precise as its message. “The period after Pitru
                                            Paksha naturally ushers in a rise in gold
                                            buying, leading up to Diwali,” notes Atul Ashtekar, partner at KRA
                                            Jewellers. By
                                            unveiling Shubhtithi on the auspicious
                                            first day of Navratri, the brand tapped into the season’s optimism, creating
                                            both emotional and economic resonance.
                                            Complementing this sentiment was a festive incentive: a silver coin gifted
                                            with
                                            every jewellery purchase. It was a
                                            thoughtful gesture, one that turned sentiment into action, and curiosity
                                            into
                                            visits.
                                            </p>

                                            <p">
                                                The results spoke for themselves. Within days, store visits and customer
                                                calls rose by nearly 40 to 45 percent. Many
                                                shoppers came drawn not just by the promise of silver but by the story
                                                itself — a campaign that felt like an invitation
                                                to reflect on their own journeys. It was proof that when emotion and
                                                timing converge, jewellery becomes more than a
                                                purchase; it becomes part of a memory.
                                                </p>

                                                <p">
                                                    The collection itself reflects this balance of heritage and
                                                    modernity. Intricately designed Maharashtrian mangalsutras,
                                                    antique-finish necklaces, and lightweight contemporary pieces
                                                    together create a canvas broad enough to embrace every
                                                    bride. Available largely in 22-carat gold, with options for 18-carat
                                                    customization, Shubhtithi caters equally to the
                                                    tradition-anchored and the style-forward.
                                                    </p>

                                                    <p">
                                                        And yet, what sets Shubhtithi apart is not simply its
                                                        craftsmanship or its campaign strategy. It is its quiet
                                                        confidence. In an industry crowded with dazzling visuals and
                                                        celebrity sparkle, this campaign doesn’t clamor for
                                                        attention. It invites reflection. It asks a question that
                                                        lingers long after the film ends: What does it mean to be
                                                        ready?
                                                        </p>

                                                        <p">
                                                            Through Shubhtithi, KRA Jewellers reminds us that the most
                                                            precious adornments are not just worn on the body but
                                                            carried
                                                            in the heart. Jewellery, after all, shines brightest when it
                                                            mirrors choice — the choice to love, to begin anew, and to
                                                            step into life’s next chapter with grace and self-assurance.
                                                            </p>


                                                            <iframe width="560" height="315"
                                                                src="https://www.youtube.com/embed/EzoSofMjFLY"
                                                                frameborder="0" allowfullscreen></iframe>

                                                            <br>

                                                            <iframe width="560" height="315"
                                                                src="https://www.youtube.com/embed/E1tiGuHaHTw"
                                                                frameborder="0" allowfullscreen></iframe>










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