Newsletter

Issue 11 October 2025

October has been a landmark month for Kushal’s — one defined by bold brand moves, powerful visibility, strong retail performance, festive celebrations, and impactful team development.


This edition captures the exciting momentum we’ve built with the launch of our first-ever brand ambassadors, disruptive new campaigns, expanded digital and marketplace presence, and high-achieving stores across the country.

Beyond brand wins, our people continued to shine — from Diwali celebrations at retail and HO, to learning programs, cricket tournaments, and operational excellence across regions.


Together, these milestones reflect a brand stepping confidently into its next phase: more modern, more visible, and more connected with our customers than ever before.

Here’s everything that made this month truly special.

Inside This Issue

Brand Highlights

Kushals Unveils Its First-Ever Brand Ambassadors:

Sanya Malhotra & Priyanka Mohan

Kushals is thrilled to announce a landmark moment — our first-ever brand ambassadors, Sanya Malhotra and Priyanka Mohan. Their addition marks a truly special chapter for us, bringing new energy, style and star presence to the brand like never before.

Strong, Stylish & Unapologetically Modern

Priyanka Mohan and Sanya Malhotra embody everything the modern Indian woman stands for strong, self-made, independent, and effortlessly stylish. Their authenticity and confidence mirror the spirit of today’s young, fashion-forward audience, making them deeply relatable and perfectly aligned with our target group.

Together, they bring a fresh, contemporary energy that elevates the brand. With Priyanka and Sanya on board, Kushals strengthens its positioning as a young, modern, fashionable and expressive jewellery brand, one that truly reflects the personality of its audience.

A Fresh, Fun & Disruptive Campaign

With both ambassadors onboard, Kushals has rolled out a truly disruptive campaign—one that brings a fresh, fun and cheeky tone rarely seen in the jewellery category. We’ve launched two light-hearted films that cut through the clutter and boldly communicate our new brand positioning:

Fashion ki favourite jewellery.

This campaign shifts the perception of Kushals from a brand known primarily for festive or special occasions to one that fits seamlessly into everyday style.
The idea is powerful yet simple:

If fashion had a favourite jewellery brand, it would be Kushals.

Multi-Platform Rollout for Maximum Impact

The campaign has gone live across social media, with YouTube helping us drive wider awareness by reaching new audiences, while Instagram and Facebook strengthen recall among our core consumers. Beyond this, we’ve activated OTT platforms across India and launched TV ads in Andhra Pradesh and Tamil Nadu to further amplify reach and impact.

To stay connected with the urban, modern woman throughout her day, the campaign also extends into the platforms she naturally engages with—Uber, MyGate and Spotify.

By meeting her in these everyday touchpoints, the campaign builds both strong visibility and lasting brand recall, keeping Kushals top-of-mind in a way that feels natural, relevant and seamlessly integrated into her lifestyle.

High-Impact Visibility Across

Adding to this momentum, our presence across LED screens across prominent locations in Bangalore and in  major malls in key cities brings the campaign to life right where fashion discovery happens. From large-format mall media to high-impact placements, we’re creating powerful last-mile visibility at the exact moments shoppers browse, explore and make style decisions.

And inside our stores, the campaign continues through refreshed visual merchandising and impactful celeb-led visuals, ensuring a cohesive, immersive brand experience from the moment she walks in.

A Dynamic New Phase for Kushals

With Sanya Malhotra and Priyanka Mohan leading the campaign, the brand steps forward with renewed energy, wider reach and a sharper connection with customers across the country.

Together, these activities mark a dynamic new phase for Kushals.

💫 Here’s to a bold new chapter — and to becoming Fashion ki favourite jewellery. 

Public Relations (PR) Highlights

Diwali Collection – Media Visibility

Our Diwali Collection received strong organic media traction, significantly strengthening brand visibility across fashion and lifestyle platforms. Key coverage included:

Brand Ambassadors Onboarded

With the launch of our celebrity brand campaigns, we secured multiple organic media placements through our press release, enhancing visibility for the campaign.

Paid Social Media Collaborations

To further amplify the buzz around the films, we collaborated with two leading entertainment pages and one fashion magazine on Instagram.

Viral Bhayani and Cosmopolitan India have featured Sanya’s film, while Filmygyan South has featured Priyanka’s film.

visual merchandising Highlights

Elevating the Customer Experience with a Fresh New Look!

We’re excited to share that our new Sarjapur Store features a new range of exclusively designed visual merchandising props.

Each prop has been thoughtfully crafted to:

  • Enhance product visibility
  • Elevate in-store aesthetics,
  • Offer a seamless, premium shopping experience

This fresh VM upgrade creates a more engaging and inspiring environment for shoppers—setting a new benchmark for our in-store experience.

DIGITAL MARKETING Highlights

Instagram Highlights

October had it all — the sparkle of Diwali, the excitement of our Brand Ambassador launch, and the buzz around our new Sarjapur store (with a spooky Halloween twist 🎃).

Our numbers told the story:
 ✨ 7.4M+ views — up 69% from September
 🚀 9.6K new followers
 🔥 Top-performing reel hit 1.1M views
 👀 73% views came from non-followers — the buzz was real!

From festive glamour to everyday elegance, we owned October — and the internet noticed. 💎

#KushalsMoments #FestiveSeason #PriyankaForKushals

CUSTOMER ENGAGEMENT

New Channel Alert – RCS is Live!

We’ve expanded our retention suite! Along with Email, WhatsApp, and SMS, RCS now joins the lineup — bringing interactive, image-rich messages with real-time engagement tracking.

🎯 Diwali Retargeting Win

Targeted festive journeys drove a 4.2% uplift in active users during Diwali campaigns, boosting engagement and conversions..

💡Kushals X META Creative Workshop

Our digital team had a workshop co-creating with Meta’s creative specialists. Highlights included:

  • Real-time brainstorming with the digital team — who needs breaks when ideas flow?
  • Live creative rewires — turning ordinary concepts into gold in minutes!
  • Meta-inspired insights — decoding the secret sauce behind performing ads.
  • Laughter, learning & loud applause — the signature Sapphire vibe!

Our performance champs are still running live campaigns (saving the world one CTR at a time 🚀) — but early results already look great!

100% Sales Target Achieved 💥

Marketplace Growth

Amazon Growth

Amazon revenue saw a strong growth of 2.5x jump over the previous quarter.

 

Marketplace Presence Update & Expansions 🚀

With an already strong presence on Myntra, we’re growing rapidly on Amazon and Eternz, and have recently launched on Zepto, Flipkart, Tata Cliq, and Swiggy Instamart.

Live Platforms:

  • Myntra
  • Amazon
  • Eternz
  • Zepto
  • Flipkart
  • Tata Cliq
  • Swiggy Instamart

Q2 Audit Desk

Driving Strong Compliance Across Stores

Quarter 2 showcased disciplined operations across the board, with multiple stores achieving zero shrinkage, strong customer excellence scores, and consistent SOP adherence.

Q2 Shrinkage Performance

🌟 Zero Shrinkage Stores (0.00%)

These stores demonstrated flawless inventory discipline and execution:

  • GWT – G. S. Road
  • HYD – AS Rao Nagar
  • VJN – Srinivasa Nagar
  • MGL – City Center Mall
  • MYS – Mall of Mysore
  • CHN – Adyar
  • VIG – Madhurwada

📉 Lowest Shrinkage Stores (Under 0.05%)

Still strong performers with controlled variance:

  • HYD – Kothapet — 0.01%
  • BLR – Koramangala — 0.02%
  • RJM – Danvaipeta — 0.03%

Overall, Q2 shrinkage remained well within acceptable limits, reflecting improved governance and store-level diligence.

Q2 Customer Excellence

Top Performer

  • VJN – Srinivasa Nagar – This stores maintained perfect customer excellence score across July, August, and September.

Strong Performers 

  • HYD – AS Rao Nagar — 99%
  • VIG – Madhurwada — 97%
  • BLR – Malleswaram — 97%
  • RJM – Danvaipeta — 97%
  • KHM – Wyra Road — 96%
  • UDP – Main Market — 96%
  • MGL – City Center Mall — 96%
  • BLR – Mantri Mall — 95%
  • BLR – Jayanagar — 95%

Q2 Operational Excellence

Perfect Performer

  • BLR – ARS Complex Malleshwaram

📈 High Performers

  • VIG – Madhurwada — 98%
  • HYD – AS Rao Nagar — 98%
  • VJN – Srinivasa Nagar — 98%
  • BLR – Orion Mall — 97%
  • ONG – M. M. Road — 97%
  • BLR – Mall of Asia — 97%
  • MYS – Mall of Mysore — 97%
  • HYD – Parklane — 96%
  • RJM – Danvaipeta — 96%

These stores consistently delivered strong daily operations and SOP adherence.

Retail store Highlights

Store Performance Highlights

Our stores continued to deliver strong performance this month, with several locations achieving 100%+ of their targets. Here are the standout performers:

🌟 Top-Performing Stores

  • IDR – Orbit Mall — 152%
  • PUN – Koregaon Park — 152%
  • HYD – Jubilee Hills — 136%
  • BPL – DB City Mall — 133%
  • HYD – LT Mall — 127%
  • IDR – Sneha Nagar — 124%
  • PUN – Solitaire Business Hub — 123%
  • HYD – Parklane — 122%
  • PUN – Westend Mall — 119%
  • HYD – AS Rao Nagar — 119%
  • CHN – VR Mall — 116%
  • HYD – Sarath City Mall — 116%
  • IDR – Scheme No. 140 — 114%
  • LUK – Phoenix Palassio Mall — 114%
  • CHN – Phoenix Mall, Velachery — 113%
  • HYD – Kompalli — 112%
  • GWT – G.S. Road — 110%
  • CHN – Adyar — 110%
  • HYD – Nexus Mall — 109%
  • IDR – Phoenix Citadel Mall — 108%
  • VJW – M.G. Road — 106%
  • GTR – Laxmipuram — 105%
  • HYD – Vanastalipuram — 104%
  • VJW – Gayathri Nagar — 104%
  • MUM – R City Mall — 103%
  • WRL – Naim Nagar — 103%
  • PUN – Pimpri Chinchwad — 102%
  • VIG – Siripuram — 102%
  • HYD – Attapur — 102%
  • KRL – Bhagya Nagar — 102%
  • PUN – Mall of Millennium — 101%
  • CHN – Velachery Bypass Road — 101%
  • TRV – Lulu Mall — 100%
  • CDR – Elante Mall — 100%

 

Highest Single Bill

This month, several team members achieved outstanding high-value sales.

  • Syed Mujeeb from VJW – M.G. Road recorded a strong sale of ₹1.59 lakh.
  • Manju Parkavi from CHN – Mogappair closed an exceptional bill of ₹1.37 lakh.
  • Kanugula Chandrakala from HYD – Vanastalipuram secured a high-value bill of ₹1.32 lakh
  • Renuka Devi from CHN – Velachery Bypass Road achieved a bill of ₹1 lakh
  • Abirami from TRV – Lulu Mall also recorded ₹1 lakh
  • Yeldurthi Madhavi from HYD – Parklane achieved a notable sale of ₹1 lakh
  • D. Debora from HYD – Sarath City Mall registered a bill of ₹85K
  • Nazeera from CHN – Adyar closed a premium sale worth ₹83K
  • Talaari Boya Madhu Kiran from KRL – Bhagya Nagar secured a high-value bill of ₹75K
  • CHN – Paper Mills Road recorded the highest bill of the month with a remarkable ₹2.3 lakh

Store Anniversary Celebrations

2nd Anniversary – Pune Mall of Millennium
The Pune Mall of Millennium store marked its second anniversary with a warm celebration involving customers and staff, reflecting the strong bond built within the community.

2nd Anniversary – KPR Rajarampuri
KPR Rajarampuri completed two successful years with enthusiastic celebrations, customer engagement, and team appreciation.

8th Anniversary – BLR Indiranagar
Our BLR – Indiranagar store celebrated its 8th anniversary (along with the 7th year of strong performance), filled with gratitude, excitement, and appreciation for the team’s relentless dedication.

7th Anniversary – BLR RMZ Mall
The BLR – RMZ Mall store celebrated its 7th anniversary with energetic events, customer interactions, and heartfelt appreciation for the team contributing to its consistent growth.

2nd Anniversary – BLR Mall of Asia
The BLR – Mall of Asia store marked its 2nd anniversary with vibrant celebrations, team recognition moments, and meaningful engagement with customers.

8th Anniversary – BLR Basaweshwar Nagar
Basaweshwar Nagar store celebrated eight strong years, honoring its performance, loyal customers, and the dedicated team behind its journey.

4th Anniversary – Mysore Mall of Mysore
The Mysore Mall of Mysore store celebrated four successful years, highlighting its growth story, strong customer trust, and the efforts of its committed team.

Learning & Development Highlights

PRISM – Nurturing Future Leaders

In October, we successfully completed the PRISM eligibility assessments, a key milestone for the growth journey from Senior Style Associate to Assistant Store Manager. Participants went through mock assessments followed by the final round, demonstrating their readiness and commitment. Out of 57 participants, 43 successfully cleared a proud achievement and a testament to their hard work and potential! Going forward they will be attending 2 days of workshops in November.    

EDGE – Empowering Career Progression

We are delighted to share that we have completed two batches of the EDGE program designed for Style Associates progressing to Senior Style Associates. A total of 46 participants have completed their classroom journey and are now in their On-the-Job training phase. They will be appearing for their final interviews in November, marking the next step in their professional growth.

LEAP – Stepping into Leadership

All eligible participants under the LEAP program, Assistant Store Manager to Store Manager successfully went through a two-day developmental workshop on 29-30th Oct  focused on enhancing leadership and operational excellence. This program is an integral part of their growth to the next leadership level.

Regional Training Rollout – AP & Telangana

We’ve kickstarted an exciting round of regional training sessions across Andhra Pradesh and Telangana, focusing on Customer Experience and Product Knowledge. These sessions aim to strengthen frontline capabilities and elevate the overall customer journey in stores.

HR Corner

Cricket Tournament Highlights – 11th October

The Cricket Tournament held on 11th October was packed with energy, excitement, and unforgettable moments!

We’ve captured all the best parts in a short highlights video – from powerful shots and stunning wickets to the fun, laughter, and incredible team spirit that made the day truly special.

Diwali Celebrations Across Kushal’s

🪔Diwali at Retail Stores

Our retail stores across the country lit up with festive spirit as teams came together to celebrate Diwali with warmth, colour, and togetherness.
Stores were beautifully decorated with lights, rangoli, and festive setups, creating a bright and welcoming atmosphere for our customers. Teams celebrated with sweets, group photos, and cheerful moments that reflected the joy of the season.

The celebrations brought customers closer to the brand, making the shopping experience even more memorable and festive.

🎉 Diwali Bash at HO

The HO Diwali Bash was a vibrant and exciting gathering filled with music, fun activities, and festive cheer.
Teams came dressed in their ethnic best, adding colour and sparkle to the celebration. The event included games, photos, laughter, and shared moments that strengthened bonds across departments.

The Diwali Bash brought everyone together for an evening of joy, connection, and festive happiness—truly capturing the spirit of togetherness that Diwali stands for.

FUN SPACE : Let's Play

Kushal’s Oct Quiz!

Think you caught every key moment? Time to find out!

Please write your name and employee code

1 / 6

Who are Kushal’s first-ever brand ambassadors?

2 / 6

What is the new tagline introduced in the campaign?

3 / 6

Which new digital channel was added to the retention suite?

4 / 6

Which store achieved perfect customer excellence scores for July–September?

5 / 6

Which store achieved the highest sales percentage this month?

6 / 6

The LEAP workshop for ASM to SM transition took place on:

Your score is

The average score is 88%

0%

September month Fun Space Winners

Thejas B L

Data Entry Operator - Ecomm WH

Ranjini Guru

Email Marketing Manager- HO

Sangeet C

Assistant Manager - CCTV Audit- HO