Jewellers line up mega discounts to boost sales

It’s that time of the year again when you can grab your favourite jewellery, as major showrooms are offering big discounts.

The discounts are being offered ahead of the wedding and festive season, starting mid-August.

At leading jewellery brand Kalyan Jewellers' annual sale, customers can get 25% off on making charges, get Scratch and Win coupons and are assured 100% value on an exchange of old gold till July 17. For every purchase of studded jewellery worth Rs 25,000, Kalyan’s customers will be eligible for a free gold coin.

While Mia by Tanishq offers 20% on Mia’s diverse jewellery collection, GRT Jewellers is offering Ashada Acharya with a surprise gift on every purchase and up to 15% off on diamonds.

Joyalukkas, which runs various offers online, will soon begin its festival discounts to keep pace with competitors. C Krishniah Chetty Group of Jewellers has a few promotions to select audiences on limited products.

"Currently, we have a promotion for jewellery below Rs 5 lakh. Usually, in May and November, we see a dip post-festival purchases, and sales will be normal in June and July," C Vinod Hayagriv, MD of C Krishniah Chetty said.

T S Kalyanaraman, chairman and managing director, Kalyan Jewellers, said, “The Kalyan Annual Sale enables our customers to shop for their favourite jewellery while availing some very exciting offers.”

The annual sale also includes popular wedding collection Muhurat, and Kalyan’s in-house brands like Tejasvi, Nimah, Mudhra, Ziah, Rang, Anokhi and Glo.

Bhavishya Kelappan, business head, Mia by Tanishq, said, “The contemporary Indian woman is always looking to up her style quotient by indulging in jewellery, and Mia by Tanishq offers her the very best in fine jewellery.”

She said the discount is offered now because it also coincides with the apparel end-of-season sale. “Considering jewellery and apparel go hand in hand, it is the perfect time to run this campaign. Festivals are a very important season for the brand and we are expecting significant demand for our products. Today, a lot of our consumers want to stay away from the traditional heavy pieces and move towards western, contemporary and lightweight designs,” she said.

Apart from buying ornaments for personal use, jewellers also see significant demand before and during the festive season as people also gift them.

Nitin Khandelwal, chairman of All India Gem and Jewellery Domestic Council (GJC), said, "Since sales drop during non-season time, jewellers offer various discounts to up the sale. Once the festive season begins, there will be more demand for gold jewellery.”