Bhima Jewellers transforms family legacy into a beacon of women’s empowerment in the UAE

Bhima Jewellers’ Super Woman initiative, inspired by a grandmother’s selfless act, has evolved into a powerful force for women’s empowerment in the UAE. This unique CSR programme not only celebrates unsung heroes but also redefines brand engagement, setting a new benchmark for social responsibility in the jewellery industry

Bhima Jewellers has transformed a family legacy into a beacon of women’s empowerment in the UAE. The Bhima Super Woman initiative, now in its third successful season, is reshaping lives and redefining how jewellery brands connect with their communities. From a humble silver tumbler that kickstarted a century-old business to today’s grand stage celebrating extraordinary women, Bhima’s journey offers valuable insights for industry professionals seeking to forge deeper connections with their markets. The Retail Jeweller interviews Nagaraja Rau, Executive Director, Bhima Jewellers.

EDITED EXCERPTS:

Achal Chaubey (AC): The Bhima Super Woman initiative has a unique origin story. Can you take us back to where it all began?

Nagaraja Rau (NR): The initiative is rooted in our family legacy, honouring my grandmother, Vanaja Bhima Bhatta. In the early 20th century, when my grandfather, Bhima Bhattar, needed silver for a significant order of tumblers, Vanaja offered her silver anklets as capital. This selfless act enabled him to fulfil the order, launching his career in the silver trade and laying the foundation for Bhima Jewellers.

We created the Bhima Super Woman initiative to celebrate women who, like Vanaja, contribute significantly to society without seeking acknowledgement. Through this programme, we honour their strength and achievements, reflecting the values of support and dedication that Vanaja exemplified.

AC: How has Bhima Super Woman evolved since its inception, and what were the highlights of this year’s event?

NR: Over three seasons, the event’s audience has expanded from 800 to approximately 4,500 participants. Initially focused on married women with children, eligibility now includes all women aged 18 and above. This year’s highlights included celebrating Alphia James, a Paralympic badminton player who ranked in the top 10 globally despite a severe injury, and a cancer survivor supporting her family with mental health challenges. We also honoured women aiding UAE residents in need, such as those in prisons or facing food insecurity.

The stories of these extraordinary women were widely shared across digital platforms and radio channels. Alphia James, the Season 3 winner, received 100 grams of gold, symbolising her achievement and the event’s impact.

AC: The Bhima Super Woman programme seems to go beyond typical recognition. Can you elaborate on how you empower these women?

NR: The programme provides expert training in financial management, mental health, physical health, and presentation skills. Participants engage in workshops on budgeting, investment strategies, stress management, and personal grooming, guided by experts like Sandy Saksena. The programme culminates in a grand finale where participants showcase their stories and respond to live questions from celebrity judges.

Success stories include a housewife who became a social media influencer and a small business owner who expanded her enterprise through newly acquired financial skills.

“The Bhima Super Woman initiative celebrates women who, like my grandmother, contribute significantly to society without seeking acknowledgement, reflecting the values of support and dedication that she exemplified.”

– Nagaraja Rau, Executive Director, Bhima Jewellers

AC: In an industry often focused on aesthetic value, how does Bhima Super Woman impact your brand’s presence in the Middle East?

NR: The initiative has significantly enhanced our brand presence in the UAE by differentiating us in a competitive market. It has driven substantial media attention, increasing traffic to our platforms and cultivating a loyal customer base. Participants often become brand ambassadors, extending our reach within their communities. The positive sentiment generated has led to higher footfall in stores, increased social media engagement, and noticeable spikes in post-event sales.

AC: Can you walk us through the selection process for Bhima Super Woman? What are you looking for in a winner?

NR: The rigorous process consists of multiple rounds, beginning with nominations, followed by auditions, personal story evaluations, and grooming sessions. We seek women whose selfless contributions have a lasting, positive impact on their communities, regardless of background. The final round features a grand event where contestants showcase their achievements. Our diverse panel of judges includes South Indian actress Bhavana, media expert Manju Ramanan, and fashion icon Achu Oomman.

AC: How do you celebrate these exceptional women, and what kind of impact have you seen on their lives?

NR: We provide a large platform for these women to share their stories, potentially changing their lives. In terms of tangible rewards, this year we awarded 100-gram gold coins, along with high-end electronics and other valuable items from sponsors. However, the true value lies in the platform we provide, allowing these women to inspire others. Many participants gain newfound confidence and opportunities beyond the event.

AC: Looking ahead, how do you see Bhima Super Woman evolving? Are there plans to expand its reach?

NR: We plan to move the event to winter months for better accessibility and comfort. We aim to integrate past winners into future events, creating a supportive network of empowered women. Our expansion plans include extending the initiative to other markets where Bhima Jewellers operates, such as India and across the Middle East. The Bhima Super Woman Legacy Group will offer ongoing support to past finalists through events, training, and networking opportunities, ensuring continued engagement and development. Our focus remains on fostering a community of empowered women who drive positive societal change.

Written by Achal Chaubey