9kt to free coins: Gold retailers craft new ways to keep festival sparkle alive

In the runup to the festival and wedding season, and amid rising gold prices, jewellery makers are offering a host of discounts ina bid to spur demand and improve sales as gold prices touch record highs.

- AKSHARA SRIVASTAVA

From slashing making charges to discounts on buybacks of old gold jewellery, and even introducing new lines in 9carat (kt) and 14kt gold, players are pulling out all stops to entice buyers.

Gold prices hit a fresh high on Tuesday, reaching ₹1,04,950 per 10 gram of 22kt gold in Delhi. The upward trend is expected to continue, according to industry executives and jewellers. While customers are still buying gold, they now shop with a fixed budget in mind rather than focusing on grammage. “Our festival offers — including upto 50 per cent off on making charges for plain gold jewellery, flat 40 per cent off on temple and antique jewellery, and flat 30 per cent off on premium gold jewellery —will ensure families can celebrate their cherished traditions with meaningful value,” said Ramesh Kalyanaraman, executive director at Kalyan Jewellers.

The jewellery chain also noted a strong response to its Dhanteras advance and pre-booking offers.