Bhima Jewellers
An Indian jewellery group with roots in Kerala and a retail network spanning South India and the Gulf.
Last updated August 31, 2026
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Overview
Bhima Jewellers is an Indian jewellery group founded in 1925 by Bhima Bhattar in Alappuzha, Kerala. The business developed from a small gold-trading and jewellery venture into a multiregional retailer, designer, and manufacturer serving customers in India and the Gulf. Its principal product categories are gold, diamond, and platinum jewellery, supported by a broad showroom network and regionally tailored retail operations. The company’s early history is associated with Bhima Bhattar’s observation of gold-coin trading during the British colonial period. According to accounts of the business, he converted a silver anklet belonging to his wife into a silver vessel and traded it for gold coins, using the proceeds to begin building jewellery inventory. After his death, management passed to his five sons. They expanded the enterprise through territorially distinct operations while retaining the Bhima identity, enabling the group to develop a presence in multiple South Indian markets. Bhima is particularly associated with traditional Indian gold jewellery, including designs used for weddings, religious occasions, festivals, and personal savings. It also sells diamond and platinum pieces and has promoted the idea of ready-made jewellery: finished ornaments displayed at the counter for immediate purchase rather than being produced only through bespoke orders. The company’s retail presence includes Kerala, Karnataka, Tamil Nadu, Andhra Pradesh, and Telangana, with outlets reported in cities such as Thiruvananthapuram, Kochi, Kottayam, Bengaluru, Chennai, Mangaluru, Vijayawada, Rajahmundry, Hyderabad, Madurai, Nagercoil, Hosur, Udupi, Hubballi, and Belagavi. The group expanded beyond India through showrooms in the United Arab Emirates, where its customer base includes South Asian expatriate communities. It has operated stores in Dubai and Sharjah, and in 2025 opened its first Abu Dhabi showroom at Madinat Zayed Shopping Centre. The company has also described plans for further Gulf expansion, including prospective operations in Qatar and Bahrain. Bhima’s public brand-building has combined heritage messaging with mass-market advertising and local community activity. The Bhima Boy serves as its mascot and trademark. Pooja Hegde became the company’s first publicly identified brand ambassador in 2022, followed by Ram Charan in 2024. A 2021 advertisement depicting the life of a transgender woman received substantial attention for its portrayal of unconditional love and family acceptance. The group has also sponsored Happy Streets community events in Bengaluru. In late 2024, the Thiruvananthapuram flagship reportedly achieved approximately ₹200 crore in one-day sales, a performance described in the supplied reference material as a Guinness World Records achievement for the highest single-day revenue by a single jewellery showroom. The company marked its centenary in 2025–2026, including a documentary titled Together Purever released on 6 January 2026 and a Golden Super Surprise promotional campaign in Telangana, Andhra Pradesh, and Karnataka. Bhima therefore combines a century-old Kerala origin with a contemporary strategy based on showroom expansion, diaspora markets, celebrity endorsement, and large-scale retail promotions.
History
Bhima Jewellers traces its origins to Alappuzha, Kerala, where Bhima Bhattar established the business in 1925. Accounts of the company’s origins place the venture in the commercial environment of British India, when gold coins and precious metals were important instruments of trade and savings. Bhima Bhattar is said to have recognized an opportunity in the gold business after observing the circulation of gold coins associated with colonial-era commerce. A frequently repeated founding story describes how he melted his wife’s silver anklet to make a silver glass, exchanged it for gold coins, and used those coins as the foundation of his inventory. The original enterprise grew from trading into jewellery retail and production. One of the group’s distinguishing contributions was the introduction of a ready-made jewellery model in India, in which completed ornaments were displayed and sold directly from the counter. This offered customers a more immediate alternative to commissioning individual pieces and helped establish the showroom as the central point of the buying experience. After Bhima Bhattar’s death, his five sons managed the expanding business. The family-led structure developed separate territorial headquarters and operating areas while preserving the common Bhima name. This arrangement allowed the business to grow across Kerala and other parts of South India without abandoning its shared identity. Over time, the group’s activities came to encompass design, manufacturing, wholesale or supply functions, and retailing of gold, diamond, and platinum jewellery. The company’s domestic network expanded into Kerala, Karnataka, Tamil Nadu, Andhra Pradesh, and Telangana. Reported locations include Thiruvananthapuram, Kochi, Kottayam, Bengaluru, Chennai, Mangaluru, Udupi, Hubballi, Belagavi, Hosur, Madurai, Nagercoil, Vijayawada, Rajahmundry, and several parts of Hyderabad. In 2012, Bhima announced a two-year expansion plan involving a proposed investment of ₹5,500 crore. It also stated ambitions to add approximately 10 to 12 stores annually. The group entered Chennai with a large flagship store in 2021 and expanded its Andhra Pradesh presence with a major Vijayawada showroom. In Hyderabad, it operated outlets in areas including Kondapur, Chanda Nagar, and Hitech City. International growth focused first on the United Arab Emirates, where Bhima established showrooms serving Indian expatriates and wider South Asian communities. A Sharjah store in Muweilah was relaunched and enlarged in 2021 to accommodate customers from Tamil, Kannada, and Telugu-speaking communities. The company also opened a Dubai regional headquarters of approximately 6,000 square feet to coordinate its UAE activities. In 2024, it announced a major GCC expansion plan, and in 2025 it opened its first Abu Dhabi showroom at Madinat Zayed Shopping Centre. Bhima has modernized its public image while retaining its heritage positioning. The Bhima Boy mascot and trademark support recognition across its retail network. The group appointed Pooja Hegde as a brand ambassador in 2022 and Ram Charan in 2024. Its 2021 advertising campaign about a transgender woman drew attention for presenting acceptance and unconditional love. The company has also participated in community-oriented Happy Streets events in Bengaluru. The Thiruvananthapuram flagship reached a reported one-day sales figure of approximately ₹200 crore in late 2024 and was described as setting a Guinness World Records mark for single-day revenue by one jewellery showroom. Bhima celebrated 100 years from its 1925 foundation during 2025–2026. The centenary program included the documentary Together Purever, released on 6 January 2026, and the Golden Super Surprise campaign across Telangana, Andhra Pradesh, and Karnataka. The group’s history thus combines a Kerala family-business origin, a large South Indian retail network, and continuing expansion into Gulf markets.
- 2026
Centenary documentary released
[1]The documentary Together Purever is released on 6 January 2026 as part of the company’s centenary observances.
- 2025
First Abu Dhabi showroom opens
[1]Bhima inaugurates its first Abu Dhabi location at Madinat Zayed Shopping Centre.
- 2024
GCC expansion plan announced
[1]Bhima reportedly raises Dh1 billion for 18 new showrooms across the GCC over three years and identifies Qatar and Bahrain as prospective markets.
- 2022
First publicly identified brand ambassador appointed
[1]Pooja Hegde becomes Bhima Jewellers’ first publicly identified brand ambassador.
- 2021
Chennai entry and Sharjah store expansion
[1]The group enters Chennai with a large flagship store and relaunches an expanded Muweilah outlet in Sharjah.
- 2012
Large-scale domestic expansion plan announced
[1]Bhima announces a two-year plan to expand its jewellery network with a proposed investment of ₹5,500 crore.
- 1925
Bhima Jewellers is founded in Kerala
[1]Bhima Bhattar establishes the business in Alappuzha, Kerala, creating the foundation for the later jewellery group.
Products and positioning
A heritage Indian jewellery retailer emphasizing trusted gold purchasing, traditional craftsmanship, ready-made ornaments, and broad showroom accessibility for South Indian and Gulf customers.
Jewellery
Gold jewellery
Gold jewellery is Bhima Jewellers’ core product category and the foundation of its traditional South Indian retail identity. The range includes finished ornaments intended for everyday wear, ceremonies, festivals, weddings, and wealth-oriented purchases. The company’s ready-made retail model places completed pieces on showroom counters so customers can select and purchase ornaments directly.
Jewellery
Diamond jewellery
Bhima’s diamond jewellery extends the group beyond its historic gold focus. The category includes diamond-set ornaments offered through the company’s showroom network, complementing traditional bridal and ceremonial jewellery with products aimed at contemporary personal adornment and gifting.
Jewellery
Platinum jewellery
Platinum jewellery is one of the group’s principal advertised product categories. It provides a premium alternative to gold and diamond offerings and broadens Bhima’s assortment for customers seeking contemporary precious-metal designs.
Retail format
Ready-made jewellery
Ready-made jewellery refers to Bhima’s counter-based retail concept in which completed ornaments are produced or sourced in advance and displayed for immediate selection. The model is historically significant to the brand because it helped move jewellery purchasing toward a standardized showroom experience rather than relying exclusively on individually commissioned pieces.
Marketing campaigns
- 2026Golden Super Surprise
Telangana, India · Andhra Pradesh, India · Karnataka, India
As part of its centenary observances, Bhima launched Golden Super Surprise, a promotional offer featuring significant discounts across participating showrooms.
Outcome. The campaign was presented as a customer-appreciation initiative marking a century of the brand’s operations.
- 2021Transgender woman advertisement
India
Bhima released an advertisement portraying the journey of a transgender woman and framing family acceptance as an expression of unconditional love. The film attracted widespread online attention and was described as critically acclaimed.
Outcome. The advertisement became a prominent example of the brand using social inclusion and emotional storytelling rather than product-only messaging.
- 2021Happy Streets sponsorships
Bengaluru, India
Bhima sponsored Happy Streets events in Bengaluru locations including Malleswaram and HBR Layout, associating the brand with public recreation and community participation.
Outcome. The activity supported local community engagement and increased the brand’s visibility outside conventional jewellery advertising.
Brand decisions
2024
Pursue GCC showroom expansionStrategyBackground
Bhima identified the Gulf as a major growth region for jewellery retail, particularly among South Asian expatriate communities.
Action taken
The group reportedly raised Dh1 billion to support 18 new GCC showrooms over three years and identified Qatar and Bahrain as planned markets.
Aftermath
The plan was followed by the opening of Bhima’s first Abu Dhabi showroom in 2025.
Reported expansion funding. Dh1 billion (2024 announcement; intended for 18 GCC showrooms over the following three years)
2021
Expand South Indian and diaspora retail coverageStrategyBackground
The group pursued larger-format stores and sought to serve South Indian customer communities in both India and the United Arab Emirates.
Action taken
Bhima opened a large Chennai flagship, expanded its Vijayawada presence, operated multiple Hyderabad outlets, and relaunched a larger Muweilah store in Sharjah.
Aftermath
The moves strengthened the group’s presence in major South Indian cities and UAE diaspora markets.
2012
Accelerate showroom expansionStrategyBackground
Bhima sought to increase its jewellery retail footprint in India and announced a two-year expansion program.
Action taken
The company announced a proposed ₹5,500 crore investment plan and later expressed an intention to add approximately 10 to 12 stores annually.
Aftermath
The strategy was followed by expansion into additional South Indian markets, including Chennai, Andhra Pradesh, Telangana, and further Karnataka locations.
Recent events
- 2026
Bhima begins centenary observances[1]
Campaign · Product launch
The company’s centenary program included the release of the documentary Together Purever on 6 January 2026 and the Golden Super Surprise promotional campaign.
- 2025
Bhima opens its first Abu Dhabi showroom[1]
Other
The group inaugurated its first Abu Dhabi showroom at Madinat Zayed Shopping Centre, extending its Gulf retail footprint.
- 2024
Bhima expands its Gulf showroom strategy[1]
Other
The group reportedly raised Dh1 billion to support 18 new showrooms across the GCC over a three-year period, with Qatar and Bahrain identified as planned markets.
- 2024
Ram Charan becomes a Bhima Jewellers brand ambassador[1]
Campaign
Actor Ram Charan was appointed as an additional brand ambassador as Bhima continued its celebrity-led marketing approach.
- 2024
Thiruvananthapuram showroom reports record single-day sales[1]
Other
Bhima’s Thiruvananthapuram flagship reportedly recorded approximately ₹200 crore in sales in one day and was described as receiving a Guinness World Records recognition for the performance.
- 2022
Bhima Jewellers appoints Pooja Hegde as its first brand ambassador[1]
Campaign · Leadership change
Pooja Hegde was appointed as Bhima Jewellers’ first publicly identified brand ambassador, nearly a century after the company’s founding.
Sources2 sources
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