How Shyam Sundar Co. Jewellers is Creating a Culturally-conscious Brand

Jewelry is a work of art, and brands propagating this belief system rise above discount wars. One such legacy brand, Shyam Sundar Co. Jewellers has always stayed true to their ethos, and have, over the years, cemented its position as an institute of artistic and educational excellence. A strong patron of education, the brand’s CSR activities included showcasing classic Bengali films to school students during the pandemic, holding physical education activities for children in the North East, and recently, organizing a mega art fair at ICCR, Ho Chi Minh Sarani, Kolkata. 

Held across the halls of ICCR from May 17-20, the Kolkata Art Fair by Shyam Sundar Co Jewellers became a confluence of fine art enthusiasts and connoisseurs alike. About 400 artists exhibited over 1000 artworks, photographs, movie posters, and installations. Interestingly, it showcased the growth of this state-centric activity over three years.

Journey from Regional to Global 

“We started it in 2021 to create a level-playing field for artists across various levels of acceptance in the society. Bengal is a cultural hot bed. It’s important to recognize brilliant art, and not just the stature of artists,” said Rupak Saha, Director, Shyam Sundar Co. Jewellers. When the first edition clicked, it provided a platform for the up-and-coming artists in the state. The second edition received submissions from across India. 

“This time, we have received submissions from Tripura, Maharashtra, Delhi, Gujarat, Nagaland, and Bangladesh. About 65 percent of the participants are women, and 20 percent are first-time exhibitors,” said Saha, adding that over 100 art works on display were sold out even before the inauguration of the event. 

Support from Legends

Every artwork submission began with participants sharing digital images of their artworks with the brand on their official Facebook platform. The submissions were then screened by a board of judges who assessed each artwork on various parameters. Creators of the shortlisted artworks were then requested to either courier the same or deliver it in person at the exhibition venue. 

A galaxy of renowned artists such as Jogen Chowdhury, Samir Aich, and Sanatan Dinda extended their wholehearted support to the event. It is gradually becoming a pedestal to explore the unique and experimental art forms. According to Saha, the first day saw an impressive footfall of close to 8,000 people and the remaining days averaged with about 4,000 visitors from 3 pm to 8 pm. 

The excitement around Kolkata Art Fair was because of the opportunities it provided to artist. “You see your work being up for grabs beside Masters such as Ramananda Bandyopadhyay and Jogen Chowdhury. The fact that we are getting international recognition speaks volumes about the merit of this initiative in modern art scene,” maintained Saha. 

Building Value with Art 

As far as building brand value is concerned, the company has come full circle with focus on art. Jewelry is only complete when the designs appeal the onlooker, and for that to happen, it needs an artistic foundation, a story or a message. Value is perceived through factors other than price of precious elements used as raw material, and especially for the highly conscious youth.

That’s how Kolkata Art Fair, as an organization, helps further the brand positioning. “With unique communication and presentation such as this fair, our target audience sees a brand focusing its energy and resources on uplifting art initiatives. Soon, they develop trust and rely on their jewelry being brilliant afterthoughts of art itself. That impact is long-lasting,” concluded Saha.