Success of PBD 2025 Special Discount & Night Bazar – Odisha State Handloom WCS Ltd.
Reviving Handloom: Boyanika’s Experiential Retail and Branding Push
Problem
- Limited global visibility for Odisha’s Handloom products across mainstream platforms
- Few international branding avenues restrict Boyanika’s global outreach and identity
- No immersive night-time retail experiences hinder experiential handloom shopping
- Infrequent large-scale promotions beyond festivals reduce year-round visibility
- High-profile events underutilized for customer engagement and long-term retention
Solution
- Successive discount scheme across stores and online platform to attract varied buyers
- Night Bazaar introduced with cultural experiences to boost night-time shopping
- Dedicated staff and security deployed to ensure seamless event operations
- Multi-channel marketing leveraged to amplify event visibility and reach
- High-profile inauguration held to create buzz and draw large public attention
Outcomes
- Exclusive Outlet achieved ₹3.30 Cr sales through high-demand handloom offerings
- Bhubaneswar stores and E-Commerce recorded ₹5.00 Cr combined sales during event
- Cultural experiences enhanced customer engagement and elevated brand presence
- Significant footfall from dignitaries, tourists, and locals boosted brand exposure
- Higher sales translated into better income support for local weaver communities
Challenges
- Heavy reliance on manpower led to challenges in resource planning and continuity
- High discount schemes risked lowering overall profit margins despite volume sales
- Night operations raised security issues for staff, customers, and surrounding areas
- Massive turnout strained supply chains, risking stockouts and service delays
- Reaching target audiences required intense and sustained marketing efforts
SKOCH Award Nominee
Category: State Government – Handlooms
Sub-Category: State Government – Handlooms
Project: Success of PBD 2025 Special Discount & Night Bazar
Start Date: 9-01-2024
Organisation: Odisha State Handloom WCS Ltd.
Respondent: Pranati Chhotray
www.boyanika.com
Level: Premium Plus
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Case Study
Reviving Handloom: Boyanika’s Experiential Retail and Branding Push
Introduction
Boyanika, a leading handloom brand from Odisha, has long stood as a custodian of the state’s rich weaving heritage. However, limited platforms for global exposure, minimal branding opportunities, and a lack of immersive retail experiences posed significant challenges in expanding its market reach. To address these gaps, a unique retail event was conceptualized and executed in Bhubaneswar, aimed at rejuvenating customer engagement and creating broader visibility for handloom products.
Problems
Odisha’s handloom sector suffered from low global visibility and limited international branding avenues for Boyanika. The absence of engaging, night-time shopping experiences and promotional events beyond traditional festivals further restricted outreach. These factors resulted in missed opportunities to attract new customers and sustain interest during high-profile gatherings.
Solutions
Boyanika introduced a strategic discount scheme (20% + 10% + 5%) across stores and online platforms. A Night Bazaar was launched, offering additional discounts alongside cultural attractions like live loom demonstrations, bhajan performances, and food counters. The event was supported by strong manpower and security arrangements and promoted via extensive print, electronic, and social media campaigns. A high-profile inauguration by the Hon’ble Minister amplified public interest and attendance.
Outcomes
The event generated ₹3.30 Cr in sales from the Exclusive Sales Outlet and nearly ₹5.00 Cr across Bhubaneswar stores and E-Commerce. Customer engagement was elevated through cultural immersion, increasing brand loyalty. Footfall spiked with the participation of dignitaries, tourists, and local shoppers, significantly enhancing brand exposure. Additionally, higher sales directly benefited local weavers, reinforcing Boyanika’s community impact.
Challenges
Organizing such a large-scale event came with its share of challenges. Heavy reliance on manpower and initial resource constraints tested planning efforts. Aggressive discounting impacted profit margins. Security during late-night hours was a concern for staff and customers. High demand strained the supply chain, and maintaining visibility required continuous marketing efforts.
Innovation
The fusion of cultural and culinary experiences with retail created an immersive, emotionally resonant shopping environment. Targeted marketing across platforms drove strong engagement. Real-time monitoring ensured smooth execution, setting a precedent for innovative handloom retail events.
Opportunities
Building on the success, Boyanika can organize similar events during festivals, expand the Night Bazaar to other regions, and continue innovating in promotions. Strengthening digital marketing will further enhance its ability to connect with global audiences, ensuring sustained growth and brand resonance.
Summary
Boyanika’s initiative redefined traditional handloom marketing by blending culture, commerce, and customer experience. The success not only boosted sales and visibility but also laid the foundation for scalable, immersive retail strategies in the future.
For more information, please contact:
Pranati Chhotray at mdboyanika@gmail.com
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