ICB » Retail » Jewellers go digital for Akshay Tritya as fear of COVID-19 grips customers

Jewellers go digital for Akshay Tritya as fear of COVID-19 grips customers

Akshay Tritya is an auspicious day for every Indian customer. They believe that buying gold on this day will bring them luck and prosperity.

Jewellery retailers have gone the extra mile for the occasion of Akshay Tritya. Customers who feared to step out of their house to buy gold can now follow the tradition without any risk. This decision will help improve halted sales and maintaining tradition. 

Kalyan Jewellers became the first jewellery retailer to come up with this initiative. Now, many jewellery retailers seem to be following suit. Selling gold through online platforms creates a win-win situation for both. No jeweller would want to miss on this chance, especially when sales are already suffering due to the lockdown. To persuade customers myriad of them are offering significant discounts which could go as high as Rs.1000 per 10 gram.

the imposed lockdown in the country has created an immense impact on the jewelry business. India, which is the second-largest buyer of gold in the world, is experiencing zero sales in the field. This move aims to improve the condition of jewellers who are under a tight grip of the coronavirus pandemic. 

Aditya Pethe, director, WHP Jewellers said “Due to lockdown we have missed out on Gudi Padwa and the wedding sales. However as Akshay Tritiya approached, we were surprised by the number of enquires we received for pre bookings. As we started getting a lot of enquires from our regular customers, we have started taking Akshay Tritiya bookings online from 21st April onwards on our e-commerce platforms. The same will be delivered to the customers post lockdown ends. We can’t do a sales speculation due to the exceptional circumstances we are in but we look forward to an online Akshay Tritiya this year.”

Vaibhav Saraf, Director, Aisshpra Gems& Jewels said “These are tough times for everyone. We have to stay safe and follow our traditions also. We were getting many queries on our toll-free numbers and social handles where the inquiry was majorly for fixing gold rates. Keeping this in mind we are bringing out a pre-booking offer for gold jewellery where the customer can fix gold rates for future delivery and get a discount of Rs 1000/10g on gold rates also. Based on the current scenario and calls received we are sure that the scheme will generate good business for us. “

Tanya Rastogi, director, Lala Jugal Kishore Jewellers said “We are doing a campaign where we are saying that you can book through your phone, through calling and online. We are creating that kind of a link where people can bring in the comfort of their homes still book the gold at least and they can always buy when they can come to the store. Because nobody would want to brave the kind of rush there is during Akshaya Tritiya, that we usually see during Akshaya Tritiya.”


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