Vidarbha-based retailer Rokde Jewellers has launched a promotional campaign titled ‘Tax Free Mahotsav’, under which the company is absorbing the Goods and Services Tax (GST) on jewellery purchases for customers.

The limited-period initiative is valid until March 31, 2026. It is strategically aligned with the Gudi Padwa festive period and the ongoing wedding season, both of which traditionally drive higher jewellery consumption across Maharashtra and surrounding markets.

Under the campaign, customers receive a price benefit equivalent to the applicable GST, effectively lowering the final purchase cost. However, from a trade perspective, the GST remains applicable, with the retailer bearing the tax component as part of its promotional spend.

According to market feedback, such pricing-led campaigns are being increasingly deployed by regional retailers to stimulate footfall, encourage higher ticket-size purchases, and accelerate inventory movement toward the financial year-end. Retailers are also using these schemes to attract bridal buyers and prompt upgrades from lightweight to higher-value jewellery.

The move reflects intensifying competition in the organized jewellery retail segment, particularly in Tier II and Tier III markets, where tactical discounting and value-driven offers are playing a key role in conversion.

Industry observers note that while such campaigns can support short-term sales volumes, they may also exert pressure on margins, making inventory planning and cost control critical for retailers adopting similar strategies.