Akshaya Tritiya 2025: Jewellers Bet Big On Discounts, Gold Coins And Exchange Schemes
Kalyan Jewellers and Akoirah are among the retailers that provide advantages like price-locking alternatives, exchange plans and guaranteed gold coins.
Jewellery stores across India have rolled out a host of attractive offers ahead of Akshaya Tritiya, which falls on April 30 this year. Despite gold prices hovering around Rs 1 lakh per 10 grams, jewellers are optimistic about strong customer turnout, driven by festive demand and evolving buying preferences. Brands like Zen Diamond, Irasva, PP Jewellers by Pawan Gupta, Kalyan Jewellers, and Akoirah by Augmont are offering a range of deals, including price-locking schemes, gold exchange programs, assured gold coins, and significant discounts on making charges. At Kalyan Jewellers, customers can enjoy up to 50% off across various product categories.
“We’ve enhanced our exchange offer this season. Shoppers can bring in their old gold, have its purity tested, and trade it in for new, trendier designs. It’s turning out to be a smart and popular choice," said Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, speaking to CNBC-TV18.
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In addition, the company is marketing its advance purchase scheme to appeal to budget-conscious consumers. “It helps customers hedge against price volatility while planning their jewellery purchases," Kalyanaraman added.
Meanwhile, Hazoorilal Legacy Jewellers are prioritising sophisticated shopping experiences and collections with a strong emphasis on design. “Gold continues to dominate attention this year, much like last year—but with a key difference. The significant rise in gold prices has influenced consumer behaviour, leading to more considered, purposeful purchases," Ramesh Narang, Director, of Hazoorilal Legacy, told CNBC-TV18 during an interaction.
Younger consumers are drawn to modern, minimalist diamond designs, Narang continued, and they have a particular penchant for verified, responsibly sourced stones.
The strategy at Zen Diamond blends material rewards with emotional appeal. “Despite gold prices nearing Rs 1 lakh, sentiment remains strong. We’re offering a 1-gram, 24K gold coin with every purchase above Rs 50,000," said Neil Sonawala, Managing Director, as quoted by CNBC-TV18.
Moreover, he observed a notable surge in online purchases. “Online jewellery sales have grown by 30-50 per cent in the past year. Digital engagement is no longer optional — it’s essential," Sonawala added.
PP Jewellers by Pawan Gupta is having a “Bangles Mela" at its outlets in South Extension, Karol Bagh, and Gurugram. Up till April 30, there will be a 5 per cent reduction in making costs. By offering a festive giveaway, Irasva is likewise following the trend.
According to reports, Kalyan Jewellers observed a steady demand for figurines, kalash, and silver thalis, especially in spiritual and southern regions. The popularity of diamond jewellery is still rising in large cities.
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