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Golden offer for Akshaya Tritiya: Get certificates now, buy jewels till year end
The lockdown may have taken the sheen off the glitter business. But, this year’s ‘Akshaya Tritiya’ on April 26, will see a new trend among those in the gold trade inventing new ways to ‘protect’ and ‘seal’ sales. Certificates valid for purchase till the year end to e-booking, organised retailers are rolling out options to make the best of the annual tradition.
TS Kalyanaraman, CMD, Kalyan JewTS Kalyanaraman, CMD, Kalyan Jewellers said, “This is the first time in decades that we are in a state of lockdown during the Akshaya Tritiya period. Owing to the extension of the lockdown, our social media channels and customer relationship managers, are flooded with queries about purchasing gold on the auspicious day. This prompted us to come up with a ‘Gold Ownership Certificate,’ which can be bought on our website.” Customers can purchase gold from 2 grams upwards, and the certificate will be sent via email / WhatsApp or other customer recommended platforms. It will indicate that the person now owns gold of a certain grammage/value, thus fulfilling the tradition of Akshaya Tritiya – which is about buying gold on that auspicious day. “Once the lockdown is lifted, the customer can redeem their certificate against physical gold, in the form of jewellery or coins, on or before December 31, 2020. As the rate protection offer is also included in this certificate, customers get the additional benefit of protection against price fluctuations. If on the day of redemption, the price of gold is lower, then that rate will apply.” Tanishq has announced its plans of taking Akshaya Tritiya online this year. Its offer from April 18 will continue till April 27, 2020 on its e-commerce platform. Once the situation returns to normalcy and services resume, the customers can either opt to go to the store and pick up their jewellery or get it delivered to their doorstep.
Claiming that nearly 54 pc of its regular Akshaya Tritiya buyers have evinced interest to pursue the tradition, Ajoy Chawla, CEO, Jewellery Division at Titan Company, said “We decided to celebrate e Akshaya Tritiya this year in a unique way. Not only it celebrates the promise of prosperity, it also celebrates resilience, courage and strength in these uncertain times.” He added, “Gold is always a safe haven compared to other instruments. For Indians, gold is beyond an adornment metal. It is a symbol of security capable of appreciating returns. Contactless shopping experience throughout will be a new experience for us and for our customers too. We have trained our retail team to deal with our customers virtually. We have launched new technology initiatives such as video calling feature, live assisted chat on our website and setting up of a remote war room to resolve any customer query in real-time.”