With Akshaya Tritiya around the corner, jewellery retailers are unveiling festive offers, exclusive collections, and smart buying schemes to attract customers and maximize seasonal sales momentum across India.
As Akshaya Tritiya — one of India’s most auspicious gold-buying occasions — approaches, jewellery retailers across the country are rolling out a spectrum of offers designed to attract both traditional buyers and new-age consumers. From discounted making charges and gold rate protection schemes, to exclusive festive collections and digital-first shopping experiences, this year’s offerings reflect a strategic blend of heritage appeal and modern retail innovation. Here is a look at how leading jewellers are crafting compelling propositions to capture the festive momentum, and boost seasonal demand.
Akshaya Tritiya continues to be a key consumption driver for the jewellery sector, but our focus remains on consistent value rather than occasion-led pricing. We follow a transparent, year-round pricing approach, supported by a 100% return assurance.
Demand does see a rise around the festival, largely driven by customers who plan their purchases in advance and choose to complete transactions on the auspicious day.
In terms of buying trends, the preference is steadily moving towards studded and intricately crafted jewellery, including antique finishes, and pieces with precious stones, such as emeralds and rubies. Plain gold has maintained robust demand, but there is increased interest in high-value creations, including diamonds, where design differentiation continues to drive consumer interest.
Akshaya Tritiya remains one of the most significant drivers of gold buying in India, both culturally and from an investment standpoint. We are anticipating a strong and extended buying cycle, thanks to the festival coinciding with the wedding season.
Consumer interest will remain resilient, despite elevated gold prices, and we are expecting healthy traction, with a target of 25% to 30% growth over last year, especially in Central Indian markets.
Backed by new collections, campaigns, and extended store hours, we are prepared to help our customers celebrate the auspicious festival with value and variety.
This Akshaya Tritiya, customers’ commitment to buying for prosperity remains constant, despite gold price fluctuations. They are resorting to ‘practical buying’ instead of the usual last-minute rush, engaging in phases of early buying, particularly for bridal trousseaus.
As we advance from the era of ‘locker gold’, people are prioritizing smart, wearable value over sheer volume. The spotlight is on lightweight, convertible, versatile pieces — from stackable bangles and everyday gold hoops to modern, minimal mangalsutras.
Even the bridal segment is changing, with families investing in high-utility, modular pieces, rather than single-use heavy sets. Akshaya Tritiya 2026 is about making choices that shine long after the festivities end.
Akshaya Tritiya has always been a special occasion for us, and this year too, we are seeing a lot of interest. It is a time when people like to invest in something meaningful, especially gold.
At the same time, there is a clear shift. With gold prices being on the higher side, many customers are exploring silver jewellery. It is becoming a preferred choice for those who still want to be part of the tradition in a more accessible way.
With wedding season around the corner, we are expecting a strong and steady response.
This is an important time to buy jewellery, especially gold, as it is considered auspicious, and aligns with the summer wedding season. Gold has always been considered more than just jewellery in India; it is a symbol of new beginnings.
With the wedding season around the corner, we expect a good response this year and an increase in overall gold jewellery sales, compared to last year.
For us, Akshaya Tritiya is not just about buying jewellery, but about what it stands for — belief, intention and connection. With our ‘Devi’ collection, we wanted to reflect prosperity, strength and grace in a subtle way.
On an occasion like this, jewellery becomes more personal. Customers are showing more interest in pieces that have a story or meaning attached to them — something that holds value in a deeper, more lasting way.
Akshaya Tritiya is among the biggest jewellery buying festivals in India, and symbolizes prosperity and auspicious beginnings. We are expecting good traction in high-value diamond-studded and wedding jewellery.
We are witnessing a paradigm shift in buying behaviour, with demand for quality diamonds already strong in the run-up to the festival. Consumers are increasingly drawn to pieces that reflect individuality and enduring value.
We estimate there will be a 20%–25% growth in value terms over last year.
As we step into Akshaya Tritiya, we are very optimistic about a strong and vibrant season ahead. The market sentiment is positive, and we are seeing great enthusiasm from our retail partners who have proactively stocked fresh, contemporary mangalsutra designs to meet evolving consumer demand. End customers, too, are showing early buying interest, driven by the festive sentiment and the significance of gold purchases on this auspicious occasion. We believe this Akshaya Tritiya will not only drive robust sales, but also reinforce the emotional and cultural connect that mangalsutras hold in every household.
Akshaya Tritiya symbolizes prosperity, intention and new beginnings. We see jewellery not only as an investment, but as something that becomes a part of everyday life and personal expression.
Our pieces are designed to be conscious, versatile and timeless, reflecting modern luxury while staying responsible and enduring.
We are witnessing an enthusiastic response from customers, driven by the continued significance of the occasion. Consumers are showing a clear preference for lightweight gold, diamond and platinum jewellery for daily wear.
We are also seeing early traction from wedding buyers, along with growing interest in men’s jewellery. Overall, we are seeing a growth trend of approximately 15%–20%, compared to last year.
As Akshaya Tritiya approaches, we anticipate robust demand for gold, driven by the wedding season, and its cultural value as a symbol of prosperity and good fortune.
Gold’s safe-haven appeal amidst economic uncertainties will further bolster demand, although jewellers and consumers should remain cautious of potential short-term price volatility.
Akshaya Tritiya is the second-largest gold-buying festival in India, and remains a significant occasion for purchases. Demand fundamentals remain resilient, despite price volatility.
We are seeing continued support for traditional jewellery, while younger buyers are gravitating towards lightweight, contemporary gold jewellery as an accessible investment.
We are also expecting continued growth in digital gold and gold ETFs, reflecting evolving investment preferences, with overall positive momentum in gold buying this season.
Akshaya Tritiya continues to be a powerful catalyst for natural diamond purchases, marking the onset of the wedding season in India. With a 12% y-o-y surge in demand, it is evident that consumers are increasingly choosing natural diamond pieces that are both meaningful and versatile, designed to be cherished and re-worn well beyond the occasion. Equally notable is the evolution in decision-making. While purchases were traditionally driven by the entire family, we are now seeing couples take the lead, making more personal and intentional choices. This shift is further reflected in natural diamonds becoming an integral and increasingly significant part of the overall jewellery basket during such important moments.
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