Bhima Jewellers UAE ties up with packaged food brand to link daily purchase with fine jewellery reward

The collaboration reflects Bhima Jewellers UAE’s approach to cross-category partnerships that prioritize scale, relevance and long-term consumer connect

Dubai: Bhima Jewellers UAE has partnered with packaged food brand Nellara to launch a month-long consumer engagement campaign that links everyday purchase with fine jewellery rewards. Running from January 5 to February 5, 2026 across the UAE, the initiative offers participants a chance to win a diamond necklace worth AED 30,000, along with gold coins.

The campaign is centred around Nellara Parota, a product positioned as part of daily household consumption for many families in the region. Customers can participate by purchasing a Nellara Parota pack worth AED 5, scanning the QR code printed on the packaging, and submitting a photo of the product along with the purchase bill. Each pack purchased allows for an additional entry, encouraging repeat participation over the campaign period.

Speaking to Retail Jeweller Middle East, U Nagaraja Rau, Executive Director, Bhima Jewellers UAE, said, “With this campaign, we wanted to connect everyday moments with aspiration. Offering gold coins and a diamond necklace as the grand prize allows us to bring the joy and excitement of fine jewellery into daily consumer life, in a way that feels engaging and relevant to the UAE market.”

The partnership reflects Bhima Jewellers UAE’s intent to engage consumers beyond traditional showroom interactions. By aligning with a widely consumed food product, the brand has achieved broader visibility and recall while remaining rooted in its core values of trust and craftsmanship.

Explaining the rationale behind choosing a food brand, Rau noted that the contrast between daily consumption and luxury purchase was deliberate. “Nellara Parota is part of everyday life for many families, while a diamond necklace is a once-in-a-while purchase. This collaboration creates a practical bridge between the two, allowing us to reach a wider audience without diluting what the Bhima brand stands for,” he said.

For Bhima Jewellers UAE, the campaign offers scale and frequency of engagement that is difficult to achieve through conventional jewellery promotions alone. For Nellara, the association with a legacy jewellery house strengthens brand visibility in a competitive FMCG landscape.

Rau added that the initiative also signals Bhima Jewellers UAE’s openness to future cross-category collaborations, provided there is strong consumer relevance and brand alignment. According to him, partnerships that allow the brand to engage meaningfully with new audiences while maintaining credibility will continue to be explored.

The campaign is active across the UAE and supported through on-pack communication, QR-led digital participation, and coordinated messaging across both brands.

Bhima Jewellers has a strong presence in both India and the UAE, with a total of 60 outlets in India and five stores in the UAE.

Written by Sneha Bhagat

Retail Jeweller ME News