Mumbai: KISNA Diamond & Gold Jewellery has introduced a Gold Rate Protection Plan ahead of Akshaya Tritiya, allowing customers to lock in gold prices by paying a 25% advance during a limited booking window. The scheme, valid until April 19, enables buyers to select jewellery in advance and complete their purchase on the festive day, while ensuring they are billed at the lower of the gold rate on the booking date or the invoicing date.
The plan comes at a time when gold prices have been witnessing volatility, prompting buyers to adopt a more cautious and value-driven approach. The initiative is aimed at offering price assurance and flexibility, particularly to festive and wedding buyers planning purchases during the period.
According to the company, Akshaya Tritiya contributes nearly 15–18% of its annual revenue, making it a key demand driver. The brand expects the newly launched plan to contribute around 25% of its monthly business, with early response indicating positive traction. The offer is applicable across gold as well as diamond-studded jewellery and is available at all KISNA exclusive showrooms. However, it does not extend to investment-oriented purchases such as coins or bullion.
Commenting on the development, Ghanshyam Dholakia, Founder and Managing Director, said structured offerings help improve demand visibility and encourage advance bookings during peak seasons.
Parag Shah, CEO, added that the plan has been designed to address customer concerns around fluctuating gold prices while enabling them to benefit from favourable pricing.
With consumer demand gradually shifting towards lightweight and studded jewellery, the company is aiming to drive higher conversions during the upcoming festive window through this initiative.