WGC excites the purchase scene on Akshaye Trithya

According to the Indian (Hindu) calendar, it is now the season of the Akshaye Trithya festival, one of the most auspicious days in the Hindu calendar, wherein one invites prosperity and good luck with the symbolic purchase of gold. This might signal upward trends in sales for the gold market, and the World Gold Council has created tie-ups with retailers and leading organisations across India, to ensure purchase is easy, with various options on price and products.

Consumers are being presented with promotional offers, launch of new collections, prizes and discount offers on gold purchases of gold bars, medallions and jewellery. Ajay Mitra, Managing Director, World Gold Council, Indian Subcontinent said, “Indians regard Akshaye Trithya as one of the most auspicious days in the year. Gold jewellery has a very deep rooted connection to Akshaye Trithya, so it is encouraging to provide consumers with additional options and offers on this day. There is a significant increase in gold sales during this auspicious period each year and we are confident that the trend will continue this year as well.” The initiative with India Post offers gold to be retailed through India Post outlets and assuring consumers of a 0.5 gm medallion on purchase of 10 gm medallions, during 14th April to 4th May. With HDFC one can find easy payment options to purchase ‘Mudras’. Retailer tie-ups have been formed across the four regions of India. In the eastern region, the Bengal Gold festival, Senco Gold, are one forefront with offers. In north India, the MMTC Festival of Gold, retailer Hazoorilal, PC Jewellers; in west India, apart from the various thousands of jewellers the Rajkot Gold Dealers Association, a syndicate of around 40 retailers, Sangli Zilla Saraf Samiti, a syndicate of 200 jewellers are participating along with Chandukaka Saraf and Sons and Mahendra Jewellers.

In south India, Muthoot Pappachan Swarna Varsham Scheme is offering a micro-finance scheme, apart from Bhima Jewellers, VNM, Karpagam Coimbatore, Prince Jewellery, Malabar Gold, Josco, Joy Alukkas. Gold Plus – a subsidiary of Titan for this Akshaya Thritheya has launched a slogan contest, while Tanishq, the jewellery arm of Titan is offering a reduction in making charges. Some jewellers are planning to make door delivery of jewellery booked on the Akshaya Tritheya day if the pre booking order is of a certain prescribed value, are some of the schemes on offer.

WGC is promoting its initiatives through print, radio, POS media, supported by its associations with its partners.