Akshaya Tritiya

Akshaya Tritiya

Akshaya Tritiya: The annual rush to buy gold on the eve of Akshaya Tritiya was clearly evident in the city on Monday. The festival is considered the second most auspicious gold buying day after Dhanteras. So, jewellers have come out with offers and discounts to boost sales on the occasion to make the most out of the occasion after their 21-day strike. Arpit Tandon, owner of prominent jewellery store in Mahanagar, said besides jewellery, the demand of gold coins is also high.

"We are expecting 30% increase in the sales. To attract customers we have various discount schemes like 10% discount on diamond jewellery above two lakhs. We also have easy monthly instalment payment system, where the customer has to pay EMIs for 11 months and one month EMI is paid by the brand," he added.


Apart from discounts and the facility of EMI, some shops are also offering free gifts like gold and silver coins on purchase of gold and diamond jewelleries. "We are giving a gold coin on the purchase of gold and diamond jewellery above Rs 20,000 and a silver coin for jewellery on the purchase of Rs 10,000," said Syed Muntazir, another jewellery storemanager in the city.

Non-branded jewellery shops have also come up with various discount schemes to attract the customers. They are giving heavy discounts on the 'making charges'. "We are giving up to 50% discount on gold jewellery and 25% on diamond sets. We are also providing certification of purity like VVS (very very small inclusion) and Hallmark," said Sanjay Verma, the owner of a jewellery store.

"It is important to keep customer satisfied. In order to attract the middle class customers, we have started a special package of diamond sets, which starts in the range of Rs 10,000 to Rs 15,000," informed Ajay Agarwal, a jeweller. The jewellers are also offering variety of products for all sections of society keeping in mind their purchasing power. Those who can afford wide range of precious and semi-precious stones studded gold jewellery are available and for those with budget constraints can go for token purchase like nose pin, earrings, rings, jhumka, pendent and gold coins ranging from 1 gram to 50 grams. The shops have been decorated tastefully to attract customers.

As the turnout is high on Akshaya Tritiya, jewellery store owners are also providing additional facilities to customers. While some stores have arranged extra cash payment counters to avoid longs queues so that the customers should not have to wait for long, the shops will also remain open till late night on Tuesday. Some have also set up refreshment stalls outside their shops. "Though the resale value of stonestudded jewellery sets are less, but their demand is high because women prefer vibrant and bright colours of stones," said Shipra Mishra, who had purchased a set for herself.

Akshaya Tritiya