Indian Jeweller (IJ) Magazine August -September 2019

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Personality Mitesh Khimji – Khimji Jewellers Jeweller with a Difference During his recent visit to Bhubaneswar, the capital city of Odisha, Anil Prabhakar visited the head office and flagship store of Khimji Jewellers. He met with Mitesh Khimji, the man at the helm of the organization with a legacy of 82 years As you walk into Khimji Jewellers flagship store, at 621 Janpath in Bhubaneswar, you cannot help but notice the signage with the gorgeous Yami Gautam and the bold facade.The 22,000 square feet store is brightly lit and well laid out. The ground floor retails silver jewellery, artefacts and other affordable products that customers usually purchase for the purpose of gifting. As you go higher up the floors, the sections are divided into gold, diamonds and platinum jewellery. Khimji also retails a handful of luxury watch brands from the Swatch group such as Rado, Longines and Tissot. Apart from this, Khimji also retails fashion and lifestyle watch brands like Seiko, Citizen and Fossil Group brands. Prominent space has been allotted for display and branding of international brands such as Swarovski, Forevermark, PGI and Montblanc. Then & Now The Khimjis were jewellers that catered to the Royalty. Baripada was the main city 76 | august-september 2019 | INDIAN JEWELLER
of the princely state of Mayurbhanj. The business enterprise was established in the year 1936 in Baripada by Khimji Dayabhai. In 1982, Kishore Khimji came from Mumbai after completion of CA and opened the first jewellery showroom in Bhubaneswar. The Khimji jewellery business today comprises of ‘Khimji Jewellers since 1936’. A New Beginning Mitesh Khimji likes to call himself an accidental jeweller. When the group split, he was based in Bhubaneswar where he had completed his graduation followed by MBA. His interest lay elsewhere and he was making good money in mining transport. Dinesh Khimji, his father had joined hands with his younger brother Kishore Khimji. Mitesh’s brother Sumeet Khimji is actively involved in the business. While Mitesh drives the Marketing, Finance, HR and admin functions, Sumeet handles merchandise, store operations and other activities. Not content in being just a jeweller, the Khimji group has diversified into other sectors as well. The Khimji group today has become a brand that is synonymous with trust, quality and honesty which is not only limited to jewellery, but also in automobiles, real estate and many more to come. Presently Khimji has 3 Khimji Honda Showrooms, 3 Royal Enfield Showrooms and 1 Kawasaki Showrooms across Odisha and a new Kawasaki Showroom in Ahmedabad also. Mitesh took the decision of shifting his profitably running store to a new and emerging locality. Janpath was a locality that had no retail activity at that time. Mitesh realised that as the city of Bhubaneswar grew, there would be a clutter in the traditional market places. A new store in an upcoming locality would give him an early mover advantage. Conventional wisdom suggested that he continue to operate both the stores so that once the new store is established the old one can be closed down. Mitesh vehemently argued his point within the family and opined that as long as the old store is in operation, people will not visit the new store. A massive new teaser campaign was launched promoting the new address. This was followed by an SMS campaign that gave away thirty diamond pendants every day for thirty days to the winner. All that a customer needed to do was to answer a multiple choice question guessing what was coming up at 621 Janpath in Bhubaneswar. The aura, the mystery and the diamond pendants made sure that the consumers flocked to the store. The Khimji group today has become a brand that is synonymous with trust, quality and honesty which is not only limited to jewellery, but also in automobiles, real estate and many more to come INDIAN JEWELLER | august-september 2019 | 77
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Indian Jeweller (IJ) Magazine August -September 2019

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