MUMBAI, March 8, 2018 /PRNewswire/ --

As a part of their Women's Day campaign, Candere by Kalyan Jewellers have created #Pledge2Change, a video that opens everyone's minds to how society follows traditions and why people need to constantly upgrade and change them for the benefit of those they love. 'Kanyadaan se badke Kanyamaan hai', a tagline that forces the society to re-evaluate the custom of Kanyadaan.

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According to the true meaning and customs of Kanyadaan, Kanya or 'daughter' is given as Daan, meaning to 'donate', in a marriage. It is appropriate to embellish the idea of women empowerment and upgrade the thoughts to stay in sync with the moving trends of today's generation.

Candere's #Pledge2Change is an attempt to create awareness in society and ask questions on what governs the daily lives. The change people need to make is 'Kanyamaan', a tradition that can replace a social custom to a more meaningful experience.

Watch the #Pledge2Change video here:

About is India's growing e-commerce company dealing majorly in diamond jewellery and has shot to limelight with its recent merger with Kalyan Group. Candere commenced business with a vision of bringing the offline diamond industry to the online market, making it available to the masses in India.

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Media Contact:
Naushaba Ara
Content Head
Enovate Lifestyles Pvt. Ltd.