Bhima Jewellers

Bhima Jewellers
TypePrivate
IndustryJewellers
Founded1925 (1925)
FounderBhima Bhattar
Headquarters
India
Number of locations
116+ stores
Area served
India, United Arab Emirates
Key peopleB. Krishnan
B. Govindan
Vishnusharan Bhatt
ProductsGold, Diamond, Platinum, Silver, Watches
Revenue₹48,000 crore (2022)
Number of employees
7,000+
Websitewww.bhimagold.com
www.bhima.com

Bhima Jewellers is an Indian jewellery group that designs, manufactures, and retails gold, diamond, and platinum jewellery.[1] It was founded by Bhima Bhattar in 1925.[2] It was the first jewellery retailer in India to introduce the "ready-made" jewelry concept, allowing customers to purchase finished ornaments directly from the counter.[1] Following the founder's passing, the group was managed by his five sons who expanded the brand into distinct territorial headquarters while maintaining a unified identity.

The group operates a vast network across India and the United Arab Emirates.[3] In late 2024, its Thiruvananthapuram flagship store entered the Guinness World Records for achieving the highest single-day revenue for a single jewellery showroom, recording sales of approximately ₹200 crore.[4]

History

Bhima Jewellers was established in 1925 by Bhima Bhattar in Alappuzha, Kerala.[5] The origins of the business are traced back to the British colonial era; observing the East India Company's trade in gold coins, Bhima Bhattar saw a retail opportunity.[6] The venture began when the founder melted his wife's silver anklet to craft a silver glass, which he then traded for gold coins to initiate his stock.[6]

Following the founder's passing, the group was managed by his five sons who expanded the brand into distinct territorial headquarters while maintaining a unified identity.[1] In 2012, Bhima announced a 2-year plan to expand its jewellery network by investing ₹5,500 crore.[7]

Bhima Jewellers marked its centenary in 2025–2026, commemorating 100 years since its founding in 1925. As part of the centenary observances, the company released a documentary film titled Together Purever on 6 January 2026.[8] The group launched the "Golden Super Surprise" campaign, offering customers significant discounts across its showrooms in Telangana, Andhra Pradesh, and Karnataka to thank patrons for a century of support.[9]

Expansion

Domestic operations

Bhima Jewellers flagship stores at Belagavi and Koramangala

Bhima has branches at Bengaluru, Chennai, Hubballi, Belagavi, Hosur, Udupi, Vijayawada, Rajahmundry, Mangaluru Nagercoil, Madurai, Kottayam, Thirunelveli, Thiruvananthapuram and Kochi.[10]

In 2021, Bhima forayed into the Chennai market with a large flagship store.[11] The group expanded its presence in Andhra Pradesh by opening a major showroom in Vijayawada.[12] In Telangana, the brand operates multiple outlets in Hyderabad, including stores in Kondapur, Chanda Nagar, and Hitech City.[13]

The group previously announced plans to open 10 to 12 new stores annually to sustain growth.[14] In Karnataka, the brand expanded its HBR Layout store and maintained a strong presence in Bengaluru.[15]

International operations

Bhima Jewellers operates several showrooms in Dubai, celebrating major milestones and anniversaries within the United Arab Emirates.[3] In 2021, in Sharjah, the group relaunched and expanded its Muweilah store to accommodate the growing South Indian diaspora, including Tamil, Kannada, and Telugu patrons.[16][17] To coordinate regional operations, Bhima opened a 6,000-square-foot regional headquarters in Dubai, an event attended by dignitaries including members of the Travancore royal family.[3]

In 2024, the group raised Dh1 billion to fund the opening of 18 new showrooms across the GCC region over the next three years.[3] Plans include expanding into Qatar and Bahrain.[18][19] In 2025, the group inaugurated its first Abu Dhabi showroom at the Madinat Zayed Shopping Centre.[20]

Interior view of the flagship stores at Belagavi and Rajahmundry

Marketing

Bhima Boy

The Bhima Boy is the mascot and trademark of Bhima Jewellers.[21]

Brand ambassadors

Pooja Hegde was appointed as Bhima Jewellers' first-ever brand ambassador in 2022, in its 97-year history.[22] In 2024, Ram Charan was also appointed as the brand ambassador.[23]

Campaigns

In 2021, the brand released a critically acclaimed advertisement portraying the journey of a transgender woman, which went viral for its message of unconditional love.[24]

Bhima frequently sponsors "Happy Streets" events in Bengaluru cities like Malleswaram and Mei Layout to foster community spirit.[25][26]

Awards and recognition

Bhima Jewellers has been recognised in Kerala for its retail tax contributions[27][28] and participation in the Grand Kerala Shopping Festival organised by the Government of Kerala.[29] In 2024, its Thiruvananthapuram showroom reportedly recorded single-day sales of approximately of ₹200 crore.[30]

References

  1. 1 2 3 "Three of India's wealthiest jewelers hail from Kerala, but that's hardly surprising". The News Minute. July 2, 2015.
  2. ↑ "ഭീമയുടെ 'നിക്കറിട്ട പയ്യന്‍റെ' പിറവിക്ക് പിന്നിലെ കഥയുമായി ഉടമകൾ". ഭീമയുടെ 'നിക്കറിട്ട പയ്യന്‍റെ' പിറവിക്ക് പിന്നിലെ കഥയുമായി ഉടമകൾ.
  3. 1 2 3 4 "3 വർഷത്തിനകം ഗള്‍ഫ് മേഖലയില്‍ 18 ഷോറൂം; 100 കോടി ദിര്‍ഹം സമാഹരിക്കാനൊരുങ്ങി ഭീമ". Mathrubhumi. October 21, 2024.
  4. ↑ "200 കോടി ഒറ്റ ദിവസം കൊണ്ട്; തിരുവനന്തപുരത്തെ ഭീമ ജ്വല്ലറിക്ക് ഗിന്നസ് റെക്കോർഡ്". 200 കോടി ഒറ്റ ദിവസം കൊണ്ട്; തിരുവനന്തപുരത്തെ ഭീമ ജ്വല്ലറിക്ക് ഗിന്നസ് റെക്കോർഡ്.
  5. ↑ "#MadeInIndia #MakingIndia: Bhima". August 12, 2022.
  6. 1 2 MC, Anjali (March 8, 2025). "പൊന്നില്‍ തീര്‍ത്ത വിശ്വാസം; മനസ്സ് തുറന്ന് ഭീമ ജ്വല്ലേഴ്‌സിന്റെ സാരഥികള്‍". Boldsky.
  7. ↑ "Bhima plans 500 crore expansion". The Times of India.{{cite news}}: CS1 maint: deprecated archival service (link)
  8. ↑ Buzz, JewelBuzz Spread The (January 6, 2026). "Bhima Gold Marks 100 Years with "Together Purever" – A Centenary Film Honouring Legacy, Togetherness, and the Circle of Life - JewelBuzz Magazine".
  9. ↑ Today, Telangana (October 6, 2025). "Golden Super Surprise celebrations at Bhima Jewellers from Oct 2 to 26". Telangana Today.
  10. ↑ "Pure gold for Akshaya Tritiya Kochi Showroom". The Hindu. 2010-05-16. Archived from the original on 2011-06-18.
  11. ↑ "Bhima Jewellers Ventures into Chennai Market with a Retail Flagship Store". Indian Retailer. December 30, 2025.
  12. ↑ India, The Hans (October 14, 2019). "Bhima Jewellers forays into AP in Vijayawada". The Hans India.
  13. ↑ "Bhima Jewels Expands Presence in Telugu States with New Chandanagar Store | Bhima Jewels Expands Presence in Telugu States with New Chandanagar Store". www.deccanchronicle.com. October 4, 2023.
  14. ↑ IN, FashionNetwork com (November 21, 2023). "Bhima Jewellers to open 10 to 12 stores in 2024". FashionNetwork.com.
  15. ↑ "Retail India News: Bhima Jewellers Expands HBR Layout Store". Indian Retailer. March 27, 2026.
  16. ↑ "നവീകരിച്ച വിശാലമായ സ്റ്റോറുമായി ഭീമ; മുവൈലയ്ക്ക് ഇനി കൂടുതല്‍ തിളക്കം". Asianet News.
  17. ↑ "മുവൈല ഷോറൂം വിപുലീകരിച്ച് ഭീമ ജ്വല്ലേഴ്സ്". മുവൈല ഷോറൂം വിപുലീകരിച്ച് ഭീമ ജ്വല്ലേഴ്സ്.
  18. ↑ "ഭീമ ജ്വല്ലേഴ്‌സ് മിഡിലീസ്റ്റ് പത്താം വാർഷിക ക്യാമ്പയിൻ: നിസാൻ പട്രോൾ സമ്മാനിച്ചു". Samayam Malayalam.
  19. ↑ "UAE: Indian jewellery brand to open 15 stores, raise Dh1 billion for expansion". Khaleej Times. Retrieved 2025-08-04.
  20. ↑ "അബുദാബിയിൽ ആദ്യ ഷോറൂം തുറന്ന് ഭീമ ജ്വല്ലേഴ്സ്". Asianet News.
  21. ↑ "ഭീമ ബോയിയെ കാണാനില്ല; അന്വേഷിക്കാൻ ഇറങ്ങി ആരാധകർ". Asianet News.
  22. ↑ "PressReader.com - Digital Newspaper & Magazine Subscriptions".
  23. ↑ India, The Hans (April 5, 2025). "Bhima Jewels launches new campaign with Ram Charan". www.thehansindia.com.
  24. ↑ Mehdi, Tamanna S. (April 20, 2021). "The unconditional love portrayed in Bhima Jewellers ad is a hit among Hyderabadis!". The New Indian Express.
  25. ↑ "Happy Streets back in Malleswaram on October 12". October 10, 2025 – via The Economic Times - The Times of India.
  26. ↑ "Happy Streets gets grand welcome from MEI Layout residents in Bengaluru". November 3, 2025 – via The Economic Times - The Times of India.
  27. ↑ "GKSF top slot for Bhima". The Hindu. 2011-02-02. Archived from the original on 2011-02-06.
  28. ↑ "Highest Tax Payer-State Award". The Hindu. 2010-12-14. Archived from the original on 2011-02-09.
  29. ↑ "Grand Kerala Shopping Festival (GKSF)". The Hindu.
  30. ↑ "ഒരൊറ്റ ദിവസം കൊണ്ട് തിരുവനന്തപുരത്ത് 200 കോടിയുടെ ആഭരണങ്ങൾ വിറ്റ് ഭീമ". News18.
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