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Actress Vidya Balan-starrer “Tumhari Sulu” will soon air on the small screen, and its director Suresh Triveni believes that due to the television premiere of the film, more housewives will feel connected to its protagonist — a housewife and radio jockey.
“I think with the television release (premiere) of the film, the story will reach out to a huge audience who usually do not go to theatres, especially middle-aged housewives…who missed out the shows, will now watch it on TV.
“I am hopeful that they will enjoy the film to know that not only in daily soaps but also in mainstream Bollywood, they have their representation…It will connect them emotionally,” Triveni told IANS here.
Being a fan of Vidya, he said: “I wrote the story keeping Vidya in mind and I knew that she is the one to pull it off with her performance. Having said that, I was not sure of how much the audience would accept it.
“Yes, I am an eternal optimist and knew that if the audience feels connected to the story, they will celebrate it. Well, we are thankful that the audience accepted it.”
Asked how he looks at the change in new-age Bollywood where the story of a middle-class household is coming out more and more, the director said: “I think we are categorising them more than that of our early days of Indian cinema because there was always a well-balanced existence of Manmohan Desai and Hrishikesh Mukherjee in our Hindi films.”
“I think these days, thanks to media, we are talking more about these films. We always have an audience to appreciate such films, there was no dearth.”
“Tumhari Sulu” will be aired on Sony MAX on Sunday. (Bollywood Country)
Diwali is known for gifting and jewellery tops the list, with the focus on buying gold and diamonds. ORRA jewellery, a trusted diamond jewellery brand is gearing up for the festive and bridal season. As they open their 50th store in the country, IANSlife caught up with Dipu Mehta, Managing Director, ORRA, to find out how the company plans to ramp up its now 50 company-owned and operated stores, expanding its retail presence in Tier-1 and 2 cities and target the millennial segment.
Q: The brand is expanding in tier-2 and tier-3 cities, is brick and mortar the way forward to create a presence in this segment?
A: ORRA currently is expanding in metros plus tier-2 cities. But we aren't opening stores in any new markets. We are only opening in markets where we are already present. We are increasing the number of stores within cities as the demand for jewellery buying has also increased. Currently, we are present in 25 cities with 50 stores, and by the end of the month, we would be launching another seven stores.
Also with a category like jewellery, it is important to have brick and mortar stores as the customers like to see and hold higher value jewellery before purchasing. Jewellery buying is an important decision to the customers and having a store gives them that assurance.
ORRA currently is expanding in metros plus tier-2 cities. | Wikimedia Commons
Q: Jewellery is recession-proof do you agree and why?
A: Jewellery buying in India has always been an emotional and occasion-led purchase. It is also considered a great investment. The pandemic has affected all industries and the purchase pattern of consumers has slowed down. We wouldn't call it recession-proof but due to the festive season coming up, we predict a good season for all retailers.
Jewellery buying in India has always been an emotional and occasion led purchase. | Photo by Joeyy Lee on Unsplash
Q: The small Indian wedding doesn't mean that jewellery gets minimal, it just means people are investing more in jewellery. Please elaborate on how the brand's consumer behaviour has shifted in this regard.
A: Weddings in the family has always been a strong motivator for bridal jewellery purchase. It doesn't matter if the wedding is on a large scale or small scale, the kind of jewellery worn has been large. The only difference we see now is due to the pandemic and the limited number of guests at weddings the families are spending more money than before on buying diamond jewellery. We have seen the customers upgrade to higher-value diamond necklaces than ever before.
Weddings in the family has always been a strong motivator for bridal jewellery purchase. | Photo by Aayush(gop) Rawat on Unsplash
Q: The brand is the only one to offer 0 per cent interest EMI on diamond jewellery. Please share the idea behind this and what is the impact it has had on sales?
A: The idea came from the insight that during a wedding in the family, the father of the bride is always the most worried about all the wedding expenses. At ORRA, we understand this and decided to offer 0 per cent interest EMI.
We are the only brand offering 0 per cent interest EMI on diamond jewellery and we have seen a great response from customers. Offering this has led a lot of customers to upgrade the jewellery and purchase larger pieces. We are seeing a growing trend of customers who prefer buying jewellery on EMI and to pay it in equal monthly installments instead of paying the whole amount in one go.
OORA is the only brand offering 0 per cent interest EMI on diamond jewellery and they have seen a great response from customers. | Needpix
Q: The millennial and Gen Z as a segment, how important are they to you and are you doing any digital marketing for this audience?
A: The millennial and Gen z customers are extremely important to us and we launched our 'Desired Collection' specially to target this age group and style. This generation has a distinct style and makes their own decisions, they are tech savvy and are comfortable making jewellery purchases on our e-commerce website. They love a good deal along with great designs and quality products. Our customers are extremely engaged with us on our social media handles and we ensure that we respond to all their product-related queries within a day. We also have live chat and video calling facility which helps them make a decision.
OORA's customers are extremely engaged with them on our social media handles and they ensure that they respond to all their product-related queries within a day. | Photo by Campaign Creators on Unsplash
Q: Lastly what are the trends you predict for 2021 and 2022?
A: We see an upward trend this season and in the coming few months. We see an increase in demand in diamond jewellery purchases and with the help of 0 percent interest EMI we can see more and more customers buying larger pieces of diamond jewellery. (IANS/ MBI)
Keywords: diamond jewellery purchase, Diwali is known for gifting and jewelry, festive and bridal season,
In 2009, the Centre had mandated that Central government officers travel via Air India for all official purposes including availing of LTC. On Monday, conglomerate Tata Group entered into a share purchase agreement with the Central government for buying out the latter's stake in national carrier Air India, Air India Express, and AISATS.
Earlier, a Letter of Intent was issued to the Tata Group. After the SPA, Tata Group would need to fulfill the conditions precedent in the agreement before taking over the airline. The rest of the transaction is expected to be completed by December.
Tata Sons' subsidiary Talace emerged as the highest bidder for the national carrier under the divestment process. Talace had quoted an enterprise value of Rs 18,000 crore for 100 per cent equity shareholding of the Centre in Air India along with that of Air India Express and AISATS. (IANS/ MBI)
Keywords: India, air India, ministers, government, purchase, dues, Tata group, centre
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