Malabar Gold & Diamonds has announced the ‘Brides of India Golden Heart’ programme to provide jewellery as marriage assistance to indigent brides.
The group launched the programme in the presence of its brand ambassador, Miss World 2017 Manushi Chhillar, at an event held in Marina Convention Centre in Kozhikode, Kerala.
The ‘Golden Heart’ programme is a free wedding ornament programme specially designed for women from the economically weaker sections of society, the leading jeweller has said in a statement.
With the participation of “more people with social commitment, Malabar Group intends to make the programme a major social initiative”, Malabar Group chairman M P Ahammed said.
A total of 101kg of gold has been kept apart for this initiative.
Selected applicants may receive one sovereign to three sovereigns of gold for free based on certain criteria, the statement notes.
“We do accept that with our contribution of 101kg of gold, marriages of all needy would-be brides cannot be solemnised. But, this is just the beginning. Therefore, anybody can chip in by contributing to this programme either in cash or gold. We could reach out to a larger number of the needy with such contributions,” Ahammed added.
The names of the needy can be registered with their consent by the next kin or kith on the Malabar charitable trust website, www.malabarcharitabletrust.org.
During the same event, the group felicitated the winners of ‘Golden Girls’ competition organised among college students in Kerala.
Chhillar gave away the awards to the winners and a prize money of Rs20,000 was distributed among 125 girl students who participated in the competition from all over Kerala.
Besides, gold medallions of 20g each were distributed to five selected participants.
Ahammed  said the group has firmed up plans to turn Malabar Gold & Diamonds into “the No1 gold jewellery retail chain in the world”. The plans are already afoot with the opening of showrooms in the US and other places, he said.