Kalyan Jewellers digital marketing strategies

Digital Marketing Strategies of Kalyan Jewellers – A Detailed Case Study

Karan Jewellers is one of India's largest jewellery chains. The company has been in existence for over 30 years and sells gold, silver and diamond jewellery. It uses digital marketing strategies such as content marketing, search engine optimisation and online advertising. Let us see in depth in this case study how Karan Jewellers achieved the best digital marketing strategies and became the best among all other jewellery brands.

Table of Contents

The Detailed Marketing Strategies of Kalyan Jewellers

Kalyan Jewellers is one of the largest jewellery retailers in India, with over 100 stores across the country. The company was founded in 1993 by T.S. Kalyanaraman and has since become one of the most trusted jewellers in the country.

Kalyan jewellers

Kalyan Jewellers offers a wide range of gold, silver, and diamond jewellery for men, women and kids. The company strongly focuses on customer satisfaction and offers a lifetime exchange policy on all its products.

Kalyan Jewellers has a comprehensive marketing strategy that includes online and offline channels. The company’s website is one of India’s most visited jewellery websites and receives over 1 million monthly visitors.

Kalyan Jewellers also has a strong presence on social media, with over 1 million followers on Facebook and Twitter. The company regularly runs social media campaigns and contests that offer customers a chance to win jewellery.

In this article, we will look at the detailed marketing strategy of Kalyan Jewellers and how they succeeded in taking digital marketing into their hands.

About Kalyan Jewellers

  • Founder: T.S. Kalayanaraman
  • opened in 1993, with headquarters at Kerala
  • Branches: All across the world.
  • Website: www.kalyanjewellers.net
  • Brand Amabassidor: Amithab batchan

TS Kalyanaraman established Kalyan Jewellers in 1993 and began producing jewellery for two of his sons. Kalyan has 140 storefronts across India and Southeast Asia, with annual sales estimated at around $10 billion.

Kalyan jewellers founders

This story contains several inspirational lessons that have the potential to inspire people of all ages. It’s about things that were once big, as well as dreaming big and acting on those dreams. TS Kalyanaraman, the founder of Kalyan Jewellers, is not only a successful businessman but also a high-flying individual who has made significant contributions to the jewellery industry.

Kalyanaraman, who has textile industry ancestors, took the lead in assisting his father in running their decades-old sewing business in Thrissur, Kerala. 

But he quickly realised that selling jewellery would be a more profitable venture, and He expanded the family tree to include several jewellery-related branches all over the globe.

Why Should Marketers Study Digital Marketing Strategies?  

As digital marketing evolves, marketers’ understanding of their various digital marketing strategies becomes increasingly important.

Marketers can more effectively reach their target audiences and achieve their business goals by studying and understanding these strategies.

Some of the important reasons are,

  1. Marketing is more complex than ever in the digital age.
  2. Marketers must be up to date on the latest digital marketing strategies to reach their target audience.
  3. Because digital marketing strategies are constantly evolving, marketers must stay current.
  4. Because there are so many different digital marketing channels, marketers must determine which ones work best for them.
  5. Search engine optimisation (SEO), social media marketing, and email marketing are the most important digital marketing strategies. As a result, business owners must be prepared to deal with these issues.

Continue reading to look at the complete case study on digital marketing strategies for Kalyan jewellers.

Digital Marketing Strategies of Kalyan Jewellery

Kalyan Jewellery’s Social Media Marketing Strategies

Kalyan Jewellers is a well-known brand in the Indian jewellery industry. 

It has been around for over 100 years and continues to grow in popularity due to its high-quality products and efficient social media marketing strategies. 

Kalyan Jewellers uses a variety of social media platforms to market its products and connect with customers. 

It maintains a strong presence on Facebook, Instagram, and Twitter and frequently posts new images and videos of its jewelry collections.

One of the main reasons for Kalyan Jewellers’ success has been its emphasis on social media marketing.

Let’s see how!

1. Instagram Marketing strategies

Kalyan jewellers instagram home page

Kalyan Jewellers on Instagram has over 270k active followers and is a great platform for promoting products and services.

Kalyan jewellery instagram feed

Kalyan Jewellers, a jewellery brand with a jewelry website, can use the Instagram marketing strategies listed below to grow its brand and increase sales.

1. Jewellers Kalyan Using appealing and exciting images to promote products.

2. Kalyan Jewellers is number two. To reach a larger audience, use hashtags.

3. Kalyan Jewellers runs competitions and giveaways.
4. Kalyan Jewellers develops engaging content for your target audience.
5. They chose a better model with a theme concept for Instagram posting.

6. With consistency in posting, you can start getting more followers for your e-commerce site.

2. Facebook Marketing Strategies 

Kalyan Jewellers, a Mumbai-based online fashion retailer, has around 696k active followers and is looking to further increase its user base with the help of Facebook marketing. 

Kalyan Jewellers’ strategy on the social media platform has been to post product pictures and videos and run contests and offers.

The company also uses Facebook ads, which it finds to be more effective than other digital marketing channels.

Kalyan page likes

They have a following of 696k with 676k likes on Facebook.

Kalyan Jewellers Total Talking

They got higher in total traffic on Facebook since they announced the offer at the end of June, and it’s continuing in august 2022 with more than 676k likes overall.

3. Twitter Marketing Strategies

Twitter can be used for various purposes, including improved marketing, and it is common practice to respond immediately to customers who discover product flaws.

Kalyan Jewellers is a jewellery brand that uses Twitter to market its products. Kalyan Jewellers’ Twitter marketing strategies include using.

  • Using the appropriate hashtags,
  • Tweeting about current events,
  • Responding to negative comments as soon as possible and collaborating with influencers

They currently have 13.4k followers with the help of the Digital marketing strategies mentioned above.

Kalyan Jewellery’s SEO Strategies 

Jewellery websites can be a great way to market your products to a larger audience. Several different SEO strategies can improve your website’s ranking in search engines. 

These strategies include using keywords in the title, Meta tags, content optimisation, and social media engagement. Using these techniques, you can increase traffic to your jewellery website and boost sales.

So let’s see how their SEO team properly implemented the above SEO strategies.

Kalyan Jewellery - page visits

Kalyan Jewellers has a highly impressive website with 2.4M visits with 1.2M new visitors coming month on month, an average visit duration of 04:08 and a bounce rate of 65.10%.

Kalyan Jewelry - DA

Kalyan Jewellers has an authority score of 61 with organic search traffic of 2.3M, and the paid traffic of 83.4k comes through 250.8k backlinks.

Kalyan Jeweler’s Domain Authority

Moz, an SEO tool, determines a website’s domain authority based on site characteristics, including backlinks, site consistency, page load time, traffic, and the average time the visitor spends on each page.

kalyan jwellers Domain

Kalyan jeweler’s website now has a Domain Authority score of 43, according to Moz. However, this score has the potential to increase in the future.

distribution by country

Also, Kalyan Jewellers has 2.1M traffic for inserting the right keywords of 57.6k on their ecommerce site.

top organic keywords Kalyan jewellers
Keywords by intent- Kalyan jewellers

Regarding keywords by intent, their informational keyword reaches 51.4% of people, making them gain 943.7k traffic with 34.5k keywords on their website.

kalyan Jewellers backlinks

Kalyan Jewellery has 182.24k following links and has converted leads into sales.

Kalyan Jeweller’s Main Competitors

Kalyan jewelers - Main Paid competitors

Kalyan Jewellers’ top three competitors are candere, Tanishq and bluestone, with higher SE keywords. 

Now, look at the position of the Kalyan Jewellers competitor for better reference.

Kalayan jewellers -CPM
Top Paid Keywords - Kalyan Jewelers

Their paid keywords have super traffic in the google search engine. Most words are Kalyan jewellers, gold ring for men, and mangalsutra design, where customers directly type on the google search result.

Kalyan Jewellers’ Target Segment

Kalyan Jewellers is a leading jewellery brand in India with a strong customer base across the country. 

The brand has a wide range of products catering to different market segments. The target segment of Kalyan Jewellers is middle-class and upper-class families. 

The brand has a wide array of products ranging from gold and diamond jewellery to silver and platinum jewellery. The brand also has a wide range of products catering to the bride and groom’s needs.

Kalyan Jewellers has a strong presence in the wedding market and is a preferred choice of many families. The brand has a wide range of products catering to different market segments. 

The target segment of Kalyan Jewellers is middle-class and upper-class families. The brand has a wide array of products ranging from gold and diamond jewellery to silver and platinum jewellery.

Now consider how Kalyan Jewellers manages ad campaigns with the target segment audience. 

Kalyan Jewellery’s Advertisement Strategies 

Customers of Kalyan Jewellers offered by Vasdien Jewellers are mostly upper-middle-class and high-class society women who use Kalyan Jewellers for garments suitable for both family and professional use. 

Kalyan Jewellers also carries SENSE, a clothing line for young clients under the age of 35 that Kalyan Jewellers claims will provide trendy looks for modern young women.

Kalayan jewellers Text ads

Those mentioned above are the best Text ads of the Kalyan Jewellers ad campaign. Take a keen look at it if you want to promote like them for your business.

Kalyan Jewellery’s Influencer Marketing Strategies

As a jewellery brand, you know that social media is a powerful tool to reach new customers and grow your business. But with so many platforms and options, it can be difficult to know where to start. That’s where influencer marketing comes in.

Influencer marketing is a form of social media marketing that involves working with influencers—people with a large following on social media—to promote your brand. It’s a great way to reach a new audience and get your jewellery seen by people who might not otherwise see it.

Kalyan jewellery brand ambassador at the moment is Amithab batchan as its brand ambassador.

Regina Cassandra is the ambassador. Right now, in the month of August,

In influencer marketing, it is necessary to take immediate action to change the influencer’s time on time, depending upon the credential and popularity.

E-commerce Strategy

Kalyan jewellery website

Kalyan Jewellers has expanded its reach in recent years by venturing into online jewellery sales. Kalyan Jewellers was one of the first jewellers in India to launch an online store, and today it is one of the leading online jewellery retailers in the country.

Kalyan Jewellers’ online store offers a wide range of gold and diamond jewellery at competitive prices. Customers can browse through a wide variety of jewellery designs and customise their jewellery according to their preferences.

Kalyan jewellers website

In Kalyan jewellers’ site they have a separate page of the shop online where they have a wide selection of product categories with gender classification.

Kalyan jewelry-product categories

Kalyan jewellers maintain its e-commerce site with responsive and easily navigable pages with attractive jewellery photos.

Which is, I feel the best marketing strategy for Kalyan jewellers.

candere kalyan jewellery

Price selection, product types, and metal purity are some of the features included, which obviously brings trust to the customer visiting Kalyan Jeweller’s e-commerce site.

Mobile App

The mobile app for Kalyan Jewellers doesn’t meet up to the expectations of our customers, and it has to be improved.

kalyan jewellers app

Their overall review is 2.2 stars from the customer reviews.

Kalyan Jewellery’s Content Marketing Strategies

To stay ahead of the competition, Kalyan Jewellers has adopted various content marketing strategies. 

The company has a team of experienced and skilled professionals who create interesting and useful content that helps promote the brand and drives traffic to the website. 

With the help of content marketing, Kalyan jewellers invested their whole money in Video marketing strategies and social media marketing.

The company has also invested in social media marketing, which has helped them reach a wider audience.

Unique Findings in Kalyan Jewellers 

  • Investing more for running ads.
  • Kalyan jewellers were covering the audience with 18k and 22k gold options.
  • Affordable products are listed with more models.
  • We have invested more in the influencer to gain more trust.


Using the right digital marketing strategies, Kalyan jewellers increased traffic to its website.

Businesses can increase their reach and bottom line by understanding how digital marketing works and using the right tools.

So, if you have started a business online and are trying to implement better digital marketing strategies for your business, 

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Written By
Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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