World Gold Council celebrates Akshaya Tritiya

Speaking on the occasion Ajay Mitra, Managing Director - Indian Sub-Continent, World Gold Council said, "World Gold Council has been at the forefront for the uptake of gold in India and defining that gold is not only a sound investment but also an attractive ornament for women. Gold has tremendous significance in the context of India’s festivals, culture and traditions. Gold best represents prosperity and is welcomed and brought into the house just as lakshmi, the goddess of wealth is welcomed into homes for luck and prosperity. As Akshaya Tritiya is an auspicious time for prosperity and new beginnings, it’s an apt time to buy, wear and celebrate gold."


Speaking on the occasion Ajay Mitra, Managing Director - Indian Sub-Continent, World Gold Council said, "World Gold Council has been at the forefront for the uptake of gold in India and defining that gold is not only a sound investment but also an attractive ornament for women. Gold has tremendous significance in the context of India’s festivals, culture and traditions. Gold best represents prosperity and is welcomed and brought into the house just as lakshmi, the goddess of wealth is welcomed into homes for luck and prosperity. As Akshaya Tritiya is an auspicious time for prosperity and new beginnings, it’s an apt time to buy, wear and celebrate gold."


Over the years, Akshaya Tritiya has gained prominence as one of the most important festivals in India. It has moved from being only a South-specific festival to one that is enjoyed in all regions of India. A number of jewellery stores in the South are undertaking various promotions, such as Joy Alukkas who are offering 5 gold coins of 200gms each with every purchase of gold worth one lakh rupees. Similarly, Malabar Gold jewelers are offering a free gold coin with every purchase of 20gms of gold jewellery. Prince jewelers are offering Rs 600 off per sovereign on gold jewellery and no making charges on plain gold jewellery. GRT jewelers have an offer of Rs 45 less per gram.

Across the country, gold retailers will be running gold jewellery shopping festivals, jewellery Mahotsavs as well as launching new gold jewellery designs and collections to commemorate the occasion of gold buying and wearing on the occasion of Akshaya Tritiya. These include PNG in Pune that has a Mangalsutra Mahotsav which will conclude on Akshay Tritiya, Senco Gold in Kolkata has a bangle festival where there are 24 designs being promoted across their 21 outlets in Kolkata and West Bengal. There is also a Bengal Gold Festival for a month starting 2 days before Akshay Tritiya where consumers will get a chance to win one lakh worth of gold if they purchase gold from participating outlets. Similarly there are promotions in Mumbai at leading retailers such as TBZ-The Original and Waman Hari Pethe Jewellers and in Delhi at Hazoorilal Jewellers and Khanna Jewellers.


World Gold Council has initiated a vibrant POS exercise across 2200 outlets across Mumbai, Delhi, Pune, Ahmedabad, Surat and Nagpur in multiple languages. This initiative is to bring forth the Akshaye Tritiya messaging and relevance to the consumers and adorn every outlet to add to the festive zest and vigour.

Together with India Post, World Gold Council has launched a new gold medallion especially for the Akshaya Tritiya festive season. Consumers can avail a 6% discount on purchase of these medallions during the Akshaya Tritiya period.