Akshaya Tritiya 2025: Jewellers Launch Big Discounts on Gold and Diamonds as Investment Demand Surges
Akshaya Tritiya Shopping Boom: Jewellers Unveil Big Offers as Investor Demand Soars
Jewellers across India are gearing up for a robust Akshaya Tritiya on April 30, unveiling a host of attractive offers to lure customers despite soaring gold prices. This auspicious occasion, considered highly favourable for purchasing gold and other precious items, is witnessing a flurry of promotional activities by leading brands like Tanishq, Senco Gold, MP Jewellers, and PC Chandra Jewellers.
Tanishq has announced up to 20 per cent discount on gold making charges, making it an exciting opportunity for buyers looking to invest in quality ornaments. Senco Gold is stepping up the competition by offering a flat Rs 350 reduction in gold rates and up to 30 per cent off on making charges. Moreover, Senco is waiving making charges entirely on diamond jewellery and giving an additional value discount of up to 15 per cent, making it a compelling destination for shoppers this festive season.
MP Jewellers is not far behind, offering a Rs 300 per gram discount on gold jewellery, along with a 10 per cent reduction in making charges. PC Chandra Jewellers has also launched lucrative schemes, providing Rs 200 per gram off on gold rates, a 15 per cent discount on making charges, and a 10 per cent discount on diamond jewellery purchases, ensuring that customers have plenty of options to choose from during the Akshaya Tritiya celebrations.
Annargha Uuttiya Chowdhury, director of Anjali Jewellers, expressed optimism, stating that consumer confidence in gold is currently at an all-time high. He highlighted that global banks are increasingly purchasing gold to safeguard against inflation risks, reinforcing gold’s reputation as a safe haven asset. Chowdhury emphasized that returns on gold have outperformed all other asset classes, significantly boosting buyer sentiment. In Kolkata, 22-carat gold is priced around Rs 9,000 per gram, marking a 30 per cent increase from the previous year. Chowdhury also forecasted a further 5-7 per cent rise in gold prices in the short term, noting that no immediate price correction is visible and market volatility is expected to persist through 2025. This prediction is prompting many consumers to make their purchases now rather than later.
Suvankar Sen, MD & CEO of Senco Gold, acknowledged that high gold prices have led to a slight reduction in purchase volumes. However, he remains positive about the buying mood, especially during the festive season. To counter the impact of high gold prices, Senco Gold is innovating by incorporating pearls and stones into marriage ornaments, effectively reducing the overall cost by 25-30 per cent while maintaining the grandeur and aesthetic appeal of the jewellery.
Investment demand is playing a significant role in strengthening the gold market this year. According to ICRA Analytics, gold ETF inflows surged by an impressive 98.54 per cent year-on-year, reaching Rs 1,979.84 crore in February 2025, compared to Rs 997.21 crore in February 2024. The net assets under management (AUM) of gold ETFs almost doubled, rising to Rs 55,677.24 crore from Rs 28,529.88 crore over the same period. This massive growth indicates that investors are increasingly opting for gold ETFs as a safer and more convenient way to gain exposure to gold, avoiding the challenges of physical storage and security.
Silver is also witnessing a surge in popularity among investors. Data from Zerodha Fund House reveals that silver ETF AUM in India crossed Rs 13,500 crore as of January 2025. This uptick follows SEBI’s decision in November 2021 to allow asset management companies to launch silver ETFs, opening new avenues for investment in precious metals.
With a perfect combination of festive enthusiasm, investment opportunities, and attractive offers by jewellers, the stage is set for a strong and vibrant Akshaya Tritiya shopping season. Both wedding-related purchases and investment-driven demand are expected to drive significant sales, reflecting positive global economic trends and growing consumer confidence in precious metals as a secure and profitable investment.
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