Jewellers making efforts to attract customers on Akshaya Tritiya.
Jewellery producers and retailers are making all efforts to attract customers on Akshaya Tritiya, the year’s most auspicious occasion to buy the yellow metal. Owning a piece of gold in any form on Akshaya Tritiya, this year on May 6, brings prosperity and, hence, most consumers prefer to buy gold on the occasion.
Total gold sales on this day were reported at 45 tonnes last year. This year, high prices may spoil the party. Jewellery retailers have started offering up to 50 per cent discounts on making charges on gold jewellery and up to 25 per cent flat discount on diamond-studded ornaments.
“In India, jewellery is not seen only as an investment but holds a lot of emotional significance, too. Akshaya Tritiya is one of the biggest drivers of sales. We expect an increase of at least 50 per cent over any regular day,” said Vijay Jain, CEO, Orra brand jewellery by Rosy Blue.
Rosy Blue offers up to 25 per cent off on the entire range of diamond jewellery and up to 50 per cent discount on making charges of 22kt BIS-hallmarked gold jewellery. The company also offers a flat 50 per cent off on making charges of gold/silver bars and coins. This is enough to excite all jewellery lovers, Jain added.
Leading branded jewellery retailer Tanishq has come out with a 25 per cent discount on making charges of all plain gold jewellery and a flat 15 per cent off on diamond-studded gold jewellery. According to a company official, the offer starts from on Friday and will continue till May 8.
Keeping in mind the importance of this occasion and its significance, Gitanjali Gems (GGL) is offering gifts equivalent to almost 30 per cent of the purchase on all branded jewellery items, including Nakshatra, Gili, Asmi, etc. The company also offers a scratch card offer through which a customer can win many attractive things, including a car.
Nakshatra from GGL has created a special new diamond earring pack to attract women customers. Gitanjali is emphasizing on Swarna Mudrika, a branded gold coin.
“The two-three days of Akshaya Tritiya fetches nearly 10 per cent of annual gold sales for Gitanjali in the denomination of 70 per cent gold and 30 per cent of diamond jewellery. Hence, it is important to attract more and more customers on the occasion,” said Mehul Choksi, chairman of GGL.
GGL’s Gili brand offers consumers a free gift of a 5 gm silver coin on every purchase of jewellery over Rs 5,000 at Gili World stores across the country. Gold prices have risen 21.5 per cent from Rs 18,215 per 10 gm since the last Akshaya Tritiya on May 16, 2010, to Rs 22,130 per 10 gm on April 28.
