The Hindu Business Line : Hammer Plus, WGC partner for `Divvya Mantra'

Spiritual jewellery: Ms Sucheta Khandwala (right), Managing Director, Hammer Plus Jewellery Pvt Ltd, with actor Kanika at the unveiling of `Divvya Mantra' at the Gem and Jewellery India International Exhibition, in Chennai on Friday. — Bijoy Ghosh

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Chennai March 2 Hammer Plus Jewellery Pvt Ltd, a B2B jewellery distribution company, in tie-up with World Gold Council (WGC) has launched a collection of spiritual jewellery — Divvya Mantra — in Chennai on Friday.

According to Ms Sucheta Khandwala, Managing Director, Hammer Plus, Divvya Mantra is a collection of divine pendants crafted in 22ct gold and panchadatu metal (an alloy of gold, silver, copper, zinc and iron) with laser inscribed slokas.

The company claims it has so far tied up with 80 jewellery retailers across the country to sell these pendants, and hopes to bring more on board in future. "We expect to rope in at least 200 retailers before the end of March," said Ms Khandwala.

The collection, consisting of 20 pendants with different deities and slokas, is priced in the range of Rs 5,000 to Rs 9,000.

Commenting on the Chennai market, Mr K. Shivram, Vice-President, World Gold Council, said Chennai is an avid buyer of gold and "with this new collection, we successfully created a new segment of gold jewellery and "hope to increase the sales further here". The Mumbai-based Hammer Plus Jewellery, part of Hammer & Sohne of Germany, claims to offer independent retailers complete retail solutions providing concept-based jewellery complete with packaging, visual merchandising, PR and training.

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Hammer Plus, WGC partner for `Divvya Mantra'