Malabar Gold & Diamonds to expand Brides of India initiative from Kerala to the rest of India
The jewellery brand Malabar Gold & Diamonds plans to expand its Brides of India scheme from Kerala where it is currently running to cover the whole of India. The scheme gives brides experiencing economic hardship three sovereigns of gold.
Malabar Gold & Diamonds plans to take its outreach programme pan-India, the Economic Times reported. The brand has already launched the Brides of India initiative in Kerala and given away over 70 gold sovereigns to 30 brides in the state. The initiative aims to give brides who lack financial means to buy gold a piece for their wedding.
“We understand that financial constraints often force families to put off marriages of young women and it is fast spreading as a social issue,” the business’ chairman M P Ahammed told the Economic Times. “Through this initiative, we want to see the dream of the marriage coming true for all eligible women of marriage age irrespective of their caste, creed or religion.”
Malabar Gold & Diamonds is currently celebrating 25 years in India’s fine jewellery industry. The brand has 250 stores in 10 countries and retails a range of traditional Indian jewellery. The brand specialises in creating jewellery tailored to the various wedding traditions of India such as Telugu, Tamil, Kerala, and Marathi ceremonies.
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