Jewellery brands have a field day this Diwali

A change in policy last week has brought consumers back to retail showrooms, giving branded players a leg-up

The national-capital-based PC Jeweller is flaunting its gold and diamond collection on television screens quite aggressively this Diwali using actors Akshay Kumar and Twinkle Khanna as brand ambassadors. The move by the branded jewellery maker  to launch its first national advertising campaign though has come at an opportune time. 

Policy decisions taken last week by the government have ensured consumers are making their way back to retail showrooms, giving small and big branded players a leg-up. Most expect business to boom this festive, coming after a pall of gloom that lasted for nearly 18 months. 

To put things in perspective, the Ministry