Jewellers sell Rs 100 gold online in the festive season warm-up

The jewellers have launched the offers just as the festive season begins, when gold demand peaks

Jewellers in India have started selling gold for a little over $1 (~100) online after the pandemic upended sales, forcing them to reassess traditional ways of doing business.

Sales crashed last year in the second-biggest consumer after a nationwide lockdown shutt­e­red stores across India. 

But it also led to a bump in India’s nascent market for online gold sales. That’s pushed jewelers such as Tata Group's Tanishq, Kalyan Jewellers India, PC Jeweller and Senco Gold and Diamonds to launch offers to sell gold for as little as 100 rupees ($1.35) either directly on their websites or through tie-ups with digital gold platforms.