2 weeks Ago
Jewellery retailers across India have launched a range of offers ahead of Akshaya Tritiya, which falls on April 30 this year. Despite gold prices hovering near ₹1 lakh per 10 grams, jewellers are optimistic about demand, backed by promotions and evolving consumer preferences. Retailers such as Kalyan Jewellers, PP Jewellers by Pawan Gupta, Zen Diamond, Irasva, and Akoirah by Augmont are offering benefits, including discounts on making charges, assured gold coins, exchange schemes, and price-locking options.
At Kalyan Jewellers, shoppers can avail up to 50% off on making charges across categories. “We’ve also expanded our exchange offer—customers can bring in old gold, get its purity checked, and upgrade to new designs. It’s proving to be a practical option for many,” said Ramesh Kalyanaraman, Executive Director at Kalyan Jewellers.
To cater to value-conscious buyers, the company is also promoting its advance purchase scheme. “It helps customers hedge against price volatility while planning their jewellery purchases,” he added. Gold coins, discounts and digital sales At Zen Diamond, the approach combines emotional appeal with tangible incentives.
“Despite gold prices nearing ₹1 lakh, sentiment remains strong,” said Neil Sonawala, Managing Director. “We’re offering a 1-gram, 24K gold coin with every purchase above ₹50,000." Sonawala also noted a sharp uptick in digital transactions.
“Online jewellery sales have grown by 30-50% in the past year. Digital engagement is no longer optional — it’s essential.” PP Jewellers by Pawan Gupta is offering a 'Bangles Mela' across its Gurugram, Karol Bagh, and South Extension stores, with a 5% discount on making charges till April 30.
“Customers are more thoughtful this year. They are choosing certified gold with elegant, modern designs,” said Piyush Gupta, Director. “We expect gold demand to rise 5-10% over last year.
” Irasva is also joining the trend with a festive giveaway. “We’re offering a gold coin on every purchase above ₹1 lakh as a symbol of enduring good fortune,” said Faruq Shaikh, Country Head. Consumers want personal and practical jewellery Jewellers report a clear shift in consumer preferences.
Designs are becoming lighter, more wearable, and tailored to individual tastes. “There’s a rise in self-gifting and a move towards jewellery that blends meaning with everyday use,” said Namita Kothari, Founder of Akoirah by Augmont. The brand is running a unique price-locking offer.
“Buy from us and get up to 10 grams of gold coins at the month’s lowest price,” she said. “With gold prices up by 30%, customers are looking for price protection.” Lab-grown diamonds are also gaining traction, especially among younger buyers.
“They offer price accessibility, ethical appeal, and design versatility,” Kothari added. Silver and diamonds also shine Demand for silver remains steady, especially for puja items and traditional artefacts. Kalyan Jewellers noted consistent interest in silver thalis, kalash , and figurines, particularly in southern and spiritual markets.
“Silver jewellery is seeing a resurgence too, reflecting modern fashion trends and its affordability,” said Kalyanaraman. Diamond jewellery continues to grow in appeal across metro cities. “Customers are looking for design-led pieces to mark special occasions.
Contemporary styles and alternative carat options are helping expand the market,” he said. Big day for business Akshaya Tritiya, considered an auspicious day for wealth and prosperity, is one of the biggest sales events of the year for jewellers. “It rivals Diwali in terms of footfalls and transaction volumes,” said Sonawala.
In southern India, the day also signals the beginning of the wedding season..
