As India gears up to celebrate Akshaya Tritiya 2025, one of the most auspicious festivals for buying gold, jewellers are unveiling a slew of discounts and attractive schemes to sweeten deals for customers—even as gold prices hit historic highs. From zero deduction on gold exchange to 25% off on making charges, retailers are pulling out all the stops to sustain consumer demand amid a challenging price environment.
Over the past year, the price of 24-carat gold has surged by 24%, and over the past two years, it has risen by 38%, driven by global economic uncertainties, a weakening US dollar, and increased central bank buying of the yellow metal. Despite the steep climb in prices—hovering around ₹71,000 per 10 grams for 24-carat gold—India’s deep-rooted cultural affinity with gold ensures that demand remains resilient, especially during religious festivals like Akshaya Tritiya, which this year falls on April 30.
Jewellers across the country are seizing this moment to drive sales with budget-sensitive strategies. Leading the way are big names like Senco Gold & Diamonds and Tanishq, both of which have announced compelling offers for the festive season. Senco Gold, which operates 177 stores across India, has rolled out new lightweight jewellery collections along with aggressive exchange schemes that include 0% deduction on old gold.
“We are bringing out a fresh range of bright, wearable collections with an eye on both style and budgets. At the same time, we are making it easier for consumers to part with their old jewellery by offering full value during exchange,” said a Senco executive.
Tanishq, owned by the Tata Group, is also not holding back. With over 500 stores nationwide, the brand saw a 24% year-on-year increase in domestic gold purchases during the March quarter and is aiming to build on that growth. A senior executive from Tanishq said the company has introduced up to 25% discount on making charges, flexible payment plans, and enhanced customer support to cater to festive demand.
“Consumers are clearly more price-conscious this year, but the emotional and cultural pull of Akshaya Tritiya remains strong. Our strategy is to provide value without compromising on design or quality,” the Tanishq representative added.
This year, jewellers are also placing a strong emphasis on lightweight and versatile designs, a trend driven by both cost concerns and evolving consumer preferences. From stackable rings to minimalistic daily wear pieces, the collections are designed to appeal to a broader audience, especially millennials and first-time buyers.
Jewellery retailers are also stepping up marketing efforts to highlight gold’s long-term investment appeal, reinforcing its status as a hedge against inflation and currency volatility. “While the headline prices may seem steep, consumers see value in converting idle savings into an appreciating asset. Gold continues to outperform many other forms of investment,” said a market analyst.
However, not everything is rosy. Some buyers remain cautious, delaying purchases or opting for smaller ticket items. Retailers acknowledge this hesitation but are optimistic that festive sentiment will ultimately prevail. Akshaya Tritiya is believed to bring lasting prosperity, and for many Indian families, even a small gold purchase during this time holds significant emotional value.
To further incentivize footfall, jewellers are also offering free insurance on select purchases, loyalty rewards, and even doorstep delivery for high-value orders. The digital side of the business is not being ignored either—e-commerce platforms and apps are now a key channel for pre-booking jewellery, especially among urban consumers who prefer the convenience of home browsing and comparison.
As India marches ahead with record-breaking digital gold investments and growing urban affluence, the jewellery industry is aligning tradition with transformation. The Akshaya Tritiya gold rush may be costlier than ever, but with innovation, discounts, and a sparkle of faith, jewellers are ensuring that the shine of gold remains undimmed.