{{Short description|Indian jewellery retail group}} {{Infobox company | name = Bhima Jewellers | logo = frameless|class=skin-invert | logo_caption = | image = Bhima Jewellers at Rajahmundry (cropped).jpg | image_caption = Bhima Jewellers flagship store at Rajahmundry | type = Private | industry = Jewellers | foundation = {{Start date and age|1925}} | founder = Bhima Bhattar | hq_location_city = India | area_served = India, United Arab Emirates | key_people = B. Krishnan<br>B. Govindan<br>Vishnusharan Bhatt | products = Gold, Diamond, Platinum, Silver, Watches | revenue = {{INR}}48,000 crore (2022) | num_employees = 7,000+ | locations = 116+ stores | homepage = {{URL|https://www.bhimagold.com}}<br>{{URL|https://www.bhima.com}} }}
'''Bhima Jewellers''' is an Indian jewellery group that designs, manufactures, and retails gold, diamond, and platinum jewellery.<ref name="TNMinute">{{Cite web|url=https://www.thenewsminute.com/kerala/three-india-s-wealthiest-jewelers-hail-kerala-s-hardly-surprising-30433|title=Three of India’s wealthiest jewelers hail from Kerala, but that’s hardly surprising|date=July 2, 2015|website=The News Minute}}</ref> It was founded by Bhima Bhattar is 1925.<ref>{{Cite web|url=https://www.manoramaonline.com/global-malayali/gulf/2024/10/22/the-owners-with-the-story-behind-the-birth-of-bhimas-poster-boy.html|title=ഭീമയുടെ 'നിക്കറിട്ട പയ്യന്റെ' പിറവിക്ക് പിന്നിലെ കഥയുമായി ഉടമകൾ|website=ഭീമയുടെ 'നിക്കറിട്ട പയ്യന്റെ' പിറവിക്ക് പിന്നിലെ കഥയുമായി ഉടമകൾ}}</ref> 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.<ref name="TNMinute"/> 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.<ref name="Mathrubhumi"/> 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 {{INR}}200 crore.<ref>{{Cite web|url=https://www.vanitha.in/news/justin/2024/12/20/sales-record-bhima-jewellers-infocus-vanitha.html|title=200 കോടി ഒറ്റ ദിവസം കൊണ്ട്; തിരുവനന്തപുരത്തെ ഭീമ ജ്വല്ലറിക്ക് ഗിന്നസ് റെക്കോർഡ്|website=200 കോടി ഒറ്റ ദിവസം കൊണ്ട്; തിരുവനന്തപുരത്തെ ഭീമ ജ്വല്ലറിക്ക് ഗിന്നസ് റെക്കോർഡ്}}</ref>
== History ==
Bhima Jewellers was established in 1925 by Bhima Bhattar in Alappuzha, Kerala.<ref name="MediaNews4U">{{Cite web|url=https://www.medianews4u.com/madeinindia-makingindia-bhima/|title=#MadeInIndia #MakingIndia: Bhima|date=August 12, 2022}}</ref> 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.<ref name="origin">{{Cite web|url=https://malayalam.boldsky.com/insync/womens-day-2025-bhima-jewellers-owners-share-their-inspiring-journey-050541.html|title=പൊന്നില് തീര്ത്ത വിശ്വാസം; മനസ്സ് തുറന്ന് ഭീമ ജ്വല്ലേഴ്സിന്റെ സാരഥികള്|first=Anjali|last=MC|date=March 8, 2025|website=Boldsky}}</ref> 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.<ref name="origin"/>
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.<ref name="TNMinute"/> In 2012, Bhima announced a 2-year plan to expand its jewellery network by investing {{INR|5500 crore}}.<ref>{{cite news|title=Bhima plans 500 crore expansion|url=https://timesofindia.indiatimes.com/city/kochi/Bhima-plans-500-crore-expansion/articleshow/17236028.cms|archive-url=https://archive.today/20130411044357/http://articles.timesofindia.indiatimes.com/2012-11-16/kochi/35156086_1_showrooms-umbrella-brand-crore-expansion|url-status=live|newspaper=The Times of India|archive-date=2013-04-11}}</ref>
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.<ref name="JewelBuzz100">{{Cite web|url=https://jewelbuzz.in/bhima-gold-marks-100-years-with-together-purever-a-centenary-film-honouring-legacy-togetherness-and-the-circle-of-life/|title=Bhima Gold Marks 100 Years with “Together Purever” – A Centenary Film Honouring Legacy, Togetherness, and the Circle of Life - JewelBuzz Magazine|first=JewelBuzz Spread The|last=Buzz|date=January 6, 2026}}</ref> 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.<ref name="TelanganaSurprise2">{{Cite web|url=https://telanganatoday.com/golden-super-surprise-celebrations-at-bhima-jewellers-from-oct-2-to-26|title=Golden Super Surprise celebrations at Bhima Jewellers from Oct 2 to 26|first=Telangana|last=Today|date=October 6, 2025|website=Telangana Today}}</ref>
== Expansion ==
=== Domestic operations === {{Multiple image | align = right | direction = horizontal | total_width = 400 | image1 = Bhima Jewellers at Belagavi (cropped).jpg | alt1 = | caption1 = | image2 = Bhima Jewellers at Koramangala (cropped).jpg | caption2 = | footer = 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.<ref>{{cite news|title=Pure gold for Akshaya Tritiya Kochi Showroom|url=http://www.hindu.com/2010/05/16/stories/2010051662120500.htm|archive-url=https://web.archive.org/web/20110618011709/http://www.hindu.com/2010/05/16/stories/2010051662120500.htm|url-status=dead|newspaper=The Hindu|date=2010-05-16|archive-date=2011-06-18}}</ref>
In 2021, Bhima forayed into the Chennai market with a large flagship store.<ref name="IndianRetailerChennai">{{Cite web|url=https://www.indianretailer.com/news/bhima-jewellers-ventures-in-chennai-market-with-a-retail-flagship-store.n11805|title=Bhima Jewellers Ventures into Chennai Market with a Retail Flagship Store|date=December 30, 2025|website=Indian Retailer}}</ref> The group expanded its presence in Andhra Pradesh by opening a major showroom in Vijayawada.<ref name="HansVijayawada">{{Cite web|url=https://www.thehansindia.com/andhra-pradesh/bhima-jewellers-forays-into-ap-in-vijayawada-572347|title=Bhima Jewellers forays into AP in Vijayawada|first=The Hans|last=India|date=October 14, 2019|website=The Hans India}}</ref> In Telangana, the brand operates multiple outlets in Hyderabad, including stores in Kondapur, Chanda Nagar, and Hitech City.<ref name="DeccanChanda">{{Cite web|url=https://www.deccanchronicle.com/business/in-other-news/041023/bhima-jewels-chandanagar-store-expansion.html|title=Bhima Jewels Expands Presence in Telugu States with New Chandanagar Store | Bhima Jewels Expands Presence in Telugu States with New Chandanagar Store|date=October 4, 2023|website=www.deccanchronicle.com}}</ref>
The group previously announced plans to open 10 to 12 new stores annually to sustain growth.<ref name="FashionNetwork2024">{{Cite web|url=https://in.fashionnetwork.com/news/Bhima-jewellers-to-open-10-to-12-stores-in-2024,1578673.html|title=Bhima Jewellers to open 10 to 12 stores in 2024|first=FashionNetwork com|last=IN|date=November 21, 2023|website=FashionNetwork.com}}</ref> In Karnataka, the brand expanded its HBR Layout store and maintained a strong presence in Bengaluru.<ref name="IndianRetailerHBR">{{Cite web|url=https://www.indianretailer.com/news/retail-india-news-bhima-jewellers-expands-hbr-layout-store|title=Retail India News: Bhima Jewellers Expands HBR Layout Store|date=March 27, 2026|website=Indian Retailer}}</ref>
=== International operations === Bhima Jewellers operates several showrooms in Dubai, celebrating major milestones and anniversaries within the United Arab Emirates.<ref name="Mathrubhumi">{{Cite web|url=https://www.mathrubhumi.com/pravasi/uae/indian-jewellers-brand-bhima-to-open-15-stores-raise-dh1-billion-for-expansion-17f95339|title=3 വർഷത്തിനകം ഗള്ഫ് മേഖലയില് 18 ഷോറൂം; 100 കോടി ദിര്ഹം സമാഹരിക്കാനൊരുങ്ങി ഭീമ|date=October 21, 2024|website=Mathrubhumi}}</ref> 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.<ref>{{Cite web|url=https://www.asianetnews.com/pravasam/bhima-jewellers-set-to-dazzle-muweilah-with-a-bigger-better-store-qsf1as|title=നവീകരിച്ച വിശാലമായ സ്റ്റോറുമായി ഭീമ; മുവൈലയ്ക്ക് ഇനി കൂടുതല് തിളക്കം|website=Asianet News}}</ref><ref>{{Cite web|url=https://www.manoramaonline.com/global-malayali/gulf/2021/05/09/bhima-jewelers-showroom.html|title=മുവൈല ഷോറൂം വിപുലീകരിച്ച് ഭീമ ജ്വല്ലേഴ്സ്|website=മുവൈല ഷോറൂം വിപുലീകരിച്ച് ഭീമ ജ്വല്ലേഴ്സ്}}</ref> 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.<ref name="Mathrubhumi"/>
In 2024, the group raised Dh1 billion to fund the opening of 18 new showrooms across the GCC region over the next three years.<ref name="Mathrubhumi"/> Plans include expanding into Qatar and Bahrain.<ref name="Samayam">{{Cite web|url=https://malayalam.samayam.com/gulf/united-arab-emirates-uae/bhima-jewelers-middle-east-10th-anniversary-campaign/articleshow/115808097.cms|title=ഭീമ ജ്വല്ലേഴ്സ് മിഡിലീസ്റ്റ് പത്താം വാർഷിക ക്യാമ്പയിൻ: നിസാൻ പട്രോൾ സമ്മാനിച്ചു|website=Samayam Malayalam}}</ref><ref>{{Cite web |title=UAE: Indian jewellery brand to open 15 stores, raise Dh1 billion for expansion |url=https://www.khaleejtimes.com/business/markets/uae-indian-jewellery-brand-to-open-15-stores-raise-dh1-billion-for-expansion |access-date=2025-08-04 |website=Khaleej Times |language=en}}</ref> In 2025, the group inaugurated its first Abu Dhabi showroom at the Madinat Zayed Shopping Centre.<ref>{{Cite web|url=https://www.asianetnews.com/pravasam/bhima-jewellers-abu-dhabi-showroom-inauguration-articleshow-utp81kl|title=അബുദാബിയിൽ ആദ്യ ഷോറൂം തുറന്ന് ഭീമ ജ്വല്ലേഴ്സ്|website=Asianet News}}</ref>
{{Multiple image | align = right | direction = vertical | width = 250 | image1 = Bhima Jewellers, Belagavi.jpg | caption1 = | image2 = Bhima Jewellers, Rajahmundry.jpg | caption2 = | footer = Interior view of the flagship stores at Belagavi and Rajahmundry }}
== Marketing == === Bhima Boy === The Bhima Boy is the mascot and trademark of Bhima Jewellers.<ref>{{Cite web|url=https://www.asianetnews.com/pravasam/bhima-jewellers-sharjah-bhima-boy-missing-rqrxkh|title=ഭീമ ബോയിയെ കാണാനില്ല; അന്വേഷിക്കാൻ ഇറങ്ങി ആരാധകർ|website=Asianet News}}</ref>
=== Brand ambassadors === Pooja Hegde was appointed as Bhima Jewellers' first-ever brand ambassador in 2022, in its 97-year history.<ref name="DCPoojaHegde">{{Cite web|url=https://www.pressreader.com/india/deccan-chronicle/20220118/281595243900110|title=PressReader.com - Digital Newspaper & Magazine Subscriptions}}</ref> In 2024, Ram Charan was also appointed as the brand ambassador.<ref>{{Cite web|url=https://www.thehansindia.com/business/bhima-jewels-launches-new-campaign-with-ram-charan-960110|title=Bhima Jewels launches new campaign with Ram Charan|first=The Hans|last=India|date=April 5, 2025|website=www.thehansindia.com}}</ref>
=== 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.<ref name="NIExpressTrans">{{Cite web|url=https://www.newindianexpress.com/cities/hyderabad/2021/Apr/20/the-unconditional-love-portrayed-in-bhima-jewellers-ad-is-a-hit-among-hyderabadis-2292102.html|title=The unconditional love portrayed in Bhima Jewellers ad is a hit among Hyderabadis!|first=Tamanna S.|last=Mehdi|date=April 20, 2021|website=The New Indian Express}}</ref>
Bhima frequently sponsors "Happy Streets" events in Bengaluru cities like Malleswaram and Mei Layout to foster community spirit.<ref name="TOIHappyMalleswaram">{{Cite web|url=https://timesofindia.indiatimes.com/city/bengaluru/happy-streets-back-in-malleswaram-on-october-12/articleshow/124463517.cms|title=Happy Streets back in Malleswaram on October 12|date=October 10, 2025|via=The Economic Times - The Times of India}}</ref><ref name="TOIHappyMei">{{Cite web|url=https://timesofindia.indiatimes.com/city/bengaluru/happy-streets-gets-grand-welcome-from-mei-layout-residents-in-bengaluru/articleshow/125040257.cms|title=Happy Streets gets grand welcome from MEI Layout residents in Bengaluru|date=November 3, 2025|via=The Economic Times - The Times of India}}</ref>
== Awards and recognition == Bhima Jewellers has been recognised in Kerala for its retail tax contributions<ref>{{cite news|title=GKSF top slot for Bhima|url=http://www.hindu.com/2011/02/02/stories/2011020264850300.htm|archive-url=https://web.archive.org/web/20110206135918/http://www.hindu.com/2011/02/02/stories/2011020264850300.htm|url-status=dead|newspaper=The Hindu|date=2011-02-02|archive-date=2011-02-06}}</ref><ref>{{cite news|title=Highest Tax Payer-State Award|url=http://www.hindu.com/2010/12/14/stories/2010121457981900.htm|archive-url=https://web.archive.org/web/20110209094433/http://www.hindu.com/2010/12/14/stories/2010121457981900.htm|url-status=dead|newspaper=The Hindu|date=2010-12-14|archive-date=2011-02-09}}</ref> and participation in the Grand Kerala Shopping Festival organised by the Government of Kerala.<ref>{{cite news|title=Grand Kerala Shopping Festival (GKSF)|url=http://www.thehindu.com/todays-paper/tp-national/tp-kerala/gksf-should-reach-more-people-minister/article3604416.ece|newspaper=The Hindu}}</ref> In 2024, its Thiruvananthapuram showroom reportedly recorded single-day sales of approximately of ₹200 crore.<ref>{{Cite web |title=ഒരൊറ്റ ദിവസം കൊണ്ട് തിരുവനന്തപുരത്ത് 200 കോടിയുടെ ആഭരണങ്ങൾ വിറ്റ് ഭീമ |url=https://malayalam.news18.com/news/kerala/thiruvananthapuram-bhima-sells-two-hundred-crores-worth-jewellery-in-thiruvananthapuram-in-a-single-day-local18-704295.html |website=News18}}</ref>
==References== {{reflist}}
== External links == * [https://bhimagold.com/ www.bhimagold.com] * [https://bhima.com/ www.bhima.com] * [https://bhima.ae/ www.bhima.ae]
Category:Indian brands Category:Jewellery retailers of India Category:Retail companies established in 1925 Category:Diamond dealers Category:Luxury brands Category:Jewellery companies of India Category:Companies based in Kerala Category:Companies based in Hyderabad, India Category:Companies based in Telangana Category:Companies based in Andhra Pradesh Category:Companies based in Chennai Category:Companies based in Tamil Nadu