Kolkata: Shyam Sundar Co. Jewellers has launched the 21st edition of its annual ‘Chomok Bhora Dhanteras’ campaign, introducing festive jewellery collections, promotional offers and customer rewards across its showrooms in Kolkata and Tripura. Running from 30 October to 10 November 2026, the 12-day initiative marks more than two decades of the retailer's seasonal engagement with customers during the Dhanteras and Diwali shopping period.
The campaign is being held across the company's retail network, including showrooms in Agartala, Dharmanagar and Udaipur in Tripura, alongside its Kolkata locations in Gariahat, Behala and Barasat. Over the years, the initiative has developed into an established festive promotion for the retailer, combining traditional jewellery purchases with seasonal incentives and customer engagement activities.
Commenting on the campaign, Rupak Saha, Director of Shyam Sundar Co. Jewellers, reflected on the initiative's journey since its introduction 21 years ago. He highlighted the role of customer trust, product quality and longstanding relationships in sustaining the annual celebration, which was originally conceived to make Dhanteras jewellery purchases more rewarding.
Arpita Saha, Co-Director of Shyam Sundar Co. Jewellers, also highlighted the campaign's evolution, noting how the retailer has expanded its festive offerings over the years by bringing together traditional jewellery designs, contemporary collections and promotional benefits.
For the 2026 edition, the retailer is showcasing a selection of gold, diamond, silver and gemstone jewellery across different product categories. Among the featured collections is Glitteria, the brand's diamond jewellery range, alongside Reflections, a lightweight 9-karat gold collection developed for contemporary styling and everyday wear.
The festive assortment also includes Silver Expressions, featuring silver jewellery, ornaments and traditional artefacts. Certified natural gemstones form another part of the offering, catering to customers seeking gemstone jewellery for personal, cultural and astrological preferences.
The inclusion of lightweight gold and contemporary diamond designs reflects the retailer's efforts to address changing consumer preferences while maintaining its traditional jewellery portfolio. By offering collections across different materials and price segments, Shyam Sundar Co. Jewellers aims to engage both established customers and younger buyers during the festive season.
As part of the campaign, customers purchasing gold jewellery can avail of a flat ₹855 per gram discount on making charges, while the retailer is offering a complete waiver of making charges on eligible diamond jewellery purchases.
The Silver Expressions collection carries a 20 per cent discount on making charges, with customers also receiving an assured gift on purchases made during the promotional period. All offers are subject to the retailer's applicable terms and conditions.
In addition to the promotional benefits, the campaign features a mega lucky draw combining eligible purchases from the current Dhanteras initiative and the brand's earlier Sharadiya Swarna Sambhar Durga Puja campaign.
The combined lucky draw includes three scooters as grand prizes, extending the retailer's festive customer engagement activities across two important shopping occasions in Eastern India.
The 21st edition of ‘Chomok Bhora Dhanteras’ reflects Shyam Sundar Co. Jewellers' continued emphasis on combining heritage retailing with contemporary product offerings and customer-focused promotions. By bringing together traditional gold jewellery, lightweight designs, diamonds and silver collections, the campaign caters to different purchasing preferences during one of the jewellery industry's significant seasonal buying periods.