70 years of India and more than 75 years of the Hari Prasad Gopi Krishna Saraf Group, resulted in the formation of its evolved identity AISSHPRA GEMS & JEWELS. The fundamental existence has been revamped to cater to the needs of the newer audience in and around Uttar Pradesh.
The new logo monogram of the Group is called “Swarna Kamal” (Golden Lotus) with its 8 petals in flowing form, it is symbolic of the purity of gold and the beauty of design which is what attracts every woman to her jewellery.
Aisshpra Gems and Jewels are 3rd Generation Jewellers, established in 1940. For the last 76 years the Group have been providing exceptional jewellery pieces and unmatched service to our customers.
TRANSFORMATION (PARIVARTAN) - milestones in the past 6 months:
The jewellery at Aisshpra is largely for the masses with gold, diamonds and gemstones dominating the entire range of inventory. There is also a fair amount of silver jewellery and artefacts and soon Aisshpra is also starting a bit of fashion jewellery in response to the needs of the local consumers.
Gorakhpur and the surrounding areas largely have an affinity for a buying pattern of 23/18 K Gold Purity. Inspite of the a few branded players having marked their foray, not much had changed in this regards. Aisshpra launched its forthright campaign “Parivartan ki aur hamara Kadam” that educated the local masses that Hallmarking needs to be embraced before it becomes a mandate. The call of 100% Hallmarking = 100% Buyback with an option of 18K Hallmarked Gold Jewellery received appreciation and acceptance by their customers and a big mind-gap was bridged for the industry as a whole. It also positions Aisshpra as a Brand of Trust, Integrity & Ethics and the regions premier jewellery player that talks the language of the industry.
Sri Balkrishnaji along with his elder brother Late Sri Gopi Krishnaji founded the store measuring only 100 square feet in the year 1940 for the sales of “zari and gota”. Expanding into the retail segment, they added silver articles like anklets and toe-rings to their collection. Slowly with increasing demand and customer confidence gold jewellery was added to the collection and the building in which the shop was rented was purchased for expansion purposes. Balkrishna ji while training his son’s Atul & Anoop always inculcated the core value’s of trust, integrity and ethics and asked them to make it a part of their daily life.
Atul Saraf who now helms all initiatives of the Hari Prasad Gopi Krishna group said “Times are changing far quicker than we think. Our consumers are evolving quicker than most of us retailers in Gorakhpur. In keeping with the requirements of the business and of the changing times, myself and Anoopji are thrilled to develop this new corporate identity AISSHPRA for our future successors to take it to greater heights in jewellery retailing".
Balkrishnaji, the Patriarch of the Group, makes it a point to be present at the pilot store ensuring Customer Service while his grandsons, Saumitra and Vaibhav, the forerunners are taking charge of every other area of retail. Vandana Saraf, their mother being the anchor woman of the house, looks after the merchandising and marketing functions with great participation. Aisshpra is truly a family managed business that is now embracing transformation to develop into an Organized Jewellery Retail Structure.
VISION - "To become a jewellery house that stands true to its legacy of transparency, integrity and ethics, and yet evolving to meet the needs of the new age consumer in the region that we choose to operate in."
MISSION - "To fulfill the combined needs of the jewellery consumers in all respects – product, service and information such that they appreciate the value of all they derive and think of us fondly as their preferred choice for generations to come."
1) Paalm Paradise:
This is the first of its kind integrated colony being developed the ALS. The Project located in Gorakhpur, boasts of the most enviable location, being close to the heart of the city yet nestled away from air and noise pollution. It is blessed with the following advantages:
The Project “Paalm Paradise” will itself boast of a plethora of distinctive features that will make it stand out from the rest. Just to name a few:
2) Manufacturing Unit:
Established in 2007 with thought of backward integration a diamond jewellery manufacturing unit with 15 employees was established in Gorakhpur and to facilitate correct procurement of cut and polished diamonds an office was set up in Opera House, Mumbai.
With a fast track growth we have now over 50 employees and the latest machinery, CAD software and CAM machine which enables us to design and produce world class jewellery.
3) Aisshpra Resorts:
The Choice Group Of Hotels under its brand "Quality Inn" has associated with "AISSHPRA RESORTS" & promises to deliver the same guest satisfaction which is synonymous to the name of Quality Inn. The Hotel is located at the beautiful lakeside of RamGarhtal, Gorakhpur. It is going to be operational soon.
Telly Calendar 2017 Photoshoot at Langkawi with Balaji Telefilms & Marinating Films
In 2017 we have started with a unique marketing initiative that is in collaboration with Balaji Telefilms subsidiary Marinating Films and has been shot in Langkawi. The Telly Calendar 2017 where a dozen top TV Stars would be seen adorning jewellery by Aisshpra will be sent out to select clientele of Aisshpra and the entire year will see the fantastic visuals of these TV stars across their marketing collaterals in stores and in outdoors. A peppy behind the scenes video format would also be seen playing across all locations and in the local cinemas. The entire collaborative process of this activity was done through NYUZ. Says Vaibhav Saraf who was present to flag off the launch in end December 2016 in Mumbai “Aisshpra is Gorakhpur’s premier destination for jewellery and Television is the most popular form of entertainment here. Hence we found it relevant to forge this strategic alliance with the TELLY CALENDAR and its 14 TV Starlets to build our brand as we evolve strongly with our virtues of Trust, Integrity and Ethics. We are sure it would be a great showcasing of our gold and diamond jewellery on some of TV’s top bahu’s and bitiya’s”
Aisshpra Sales Program (ASP) – Training Initiative by Aisshpra To echo the ethos of the brand, the family and their thoughts, Aisshpra has also begun its training initiatives for all. Whether it’s the frontline sales ambassadors, or the managers or the peons and customer service personnel, each of them will undergo a customized Aisshpra Sales Program (ASP) and the first set of people have already gone through the same.