KISNA Diamond & Gold Jewellery introduces Gold Rate Protection Plan ahead of Akshaya Tritiya, enabling customers to lock prices in advance while safeguarding against market volatility and ensuring smarter festive jewellery purchases.
Quick Summary
- KISNA launches Gold Rate Protection Plan ahead of Akshaya Tritiya
- Customers can lock gold prices with a 25% advance
- Plan valid until April 19
- Customers pay the lower of booking-day or invoicing-day rate
- Applicable on gold and diamond jewellery (not coins/bullion)
- Expected to contribute ~25% of monthly business
- Akshaya Tritiya drives 15–18% of annual revenue
Key Highlights of the Gold Rate Protection Plan
KISNA Diamond & Gold Jewellery introduces Gold Rate Protection Plan ahead of Akshaya Tritiya, enabling customers to lock prices in advance
- Allows customers to freeze gold prices with a 25% advance during a defined period
- Akshaya Tritiya contributes nearly 15–18% to annual revenue, reinforcing its significance as a peak demand window
- Ensures customers pay the lower of booking-day or invoicing-day gold rates
Designed for Smart Festive & Wedding Buying
Designed to help festive and wedding buyers plan purchases amid price volatility
KISNA Diamond and Gold Jewellery, one of India’s foremost jewellery brands, today announced the launch of its Gold Rate Protection Plan, a strategic initiative aimed at helping customers navigate gold price volatility and plan their festive purchases with greater confidence ahead of Akshaya Tritiya.
Strategic Launch Ahead of Festive Demand
Introduced in the run-up to the festive season, the plan allows customers to lock in prevailing gold rates by booking their jewellery in advance during a defined promotional window. The initiative reflects KISNA’s continued focus on offering customer-centric solutions that combine value, transparency and flexibility during key purchase occasions.
How the Gold Rate Protection Plan Works
Under the Gold Rate Protection Plan, customers can freeze the gold rate by paying a 25% advance on their selected jewellery. The plan remains valid until April 19, coinciding with Akshaya Tritiya. Customers can select their jewellery in advance and complete the final purchase on the festive day, ensuring both convenience and price assurance.
Protection Against Gold Price Volatility
The plan has been structured to safeguard customers against price fluctuations, ensuring that they are billed at the lower of the gold rate on the day of booking or the day of final invoicing. This mechanism enables customers to remain protected regardless of market movements, offering a clear advantage in a volatile pricing environment.
Applicable Categories & Availability
The offer is valid across gold and diamond-studded jewellery categories and is available at all KISNA exclusive brand showrooms. It is specifically designed for festive and wedding buyers planning purchases during the season, rather than for investment-led buying such as coins or bullion.
Expected Business Impact & Consumer Response
As this is the first time KISNA has introduced such a proposition, the brand expects the plan to contribute approximately 25% of its monthly business, with early consumer response indicating encouraging traction. Participation is expected to build further as awareness increases closer to the festive period.
Leadership Perspective on the Initiative
Commenting on the launch, Mr. Ghanshyam Dholakia, Founder & Managing Director, Hari Krishna Exports and KISNA Diamond and Gold Jewellery, said, “In a volatile gold price environment, the industry is seeing increasing unpredictability in purchase cycles, especially around key festive periods. For us, Akshaya Tritiya contributes nearly 15% to 18% of our annual revenue, making it a critical business window. Structured offerings like the Gold Rate Protection Plan help bring greater visibility to demand while encouraging advance bookings and strengthening conversions during this period.”
CEO Insights on Consumer Trends
Commenting on the launch, Parag Shah, CEO, KISNA Diamond & Gold Jewellery, said: “With gold prices witnessing ongoing fluctuations, customers are becoming more cautious and value-conscious in their purchase decisions. The Gold Rate Protection Plan has been introduced to address this need by offering price assurance and flexibility. It allows customers to plan their purchases in advance without worrying about market volatility, while ensuring they benefit from the most favourable pricing.”
Akshaya Tritiya: A Key Jewellery Buying Occasion
Akshaya Tritiya remains a key purchase occasion for jewellery, with consumer sentiment closely linked to gold price movements. As buyers become more value-conscious and shift towards lightweight and studded jewellery, the Gold Rate Protection Plan positions KISNA to drive stronger consideration and conversions during the festive period.
About KISNA Diamond & Gold Jewellery
Launched in 2005, KISNA is the flagship diamond and gold jewellery brand from the Hari Krishna Group. With its vision of Har Ghar KISNA, the brand has built a strong nationwide presence with over 1,500 shop-in-shop outlets and 120+ exclusive showrooms across India. KISNA offers an unmatched portfolio of unique designs through ethical sourcing of diamonds from mines to market. KISNA’s wide range of products includes Rings, Earrings, Pendants, Mangalsutras, Necklaces, Bangles, Bracelets, Nose Pins inclusive men’s jewellery in 9KT, 14KT, 18KT and 24KT gold, all 100% IGI Certified and BIS Hallmarked. The company also provides 90% Buyback and 95% Exchange on diamond jewellery, including making charges.
FAQs
What is the KISNA Gold Rate Protection Plan?
It is a scheme that allows customers to lock gold prices in advance by paying a 25% booking amount.
How does the price protection benefit work?
Customers are charged the lower of the gold rate between the booking day and the final purchase day.
Till when is the plan valid?
The plan is valid until April 19, aligned with Akshaya Tritiya purchases.
Is the plan applicable on all jewellery?
It is valid on gold and diamond-studded jewellery but not on coins or bullion.
Who should opt for this plan?
Festive and wedding buyers looking to secure prices and avoid market fluctuations.
Is this KISNA’s first such initiative?
Yes, this is the first time the brand has introduced a Gold Rate Protection Plan.
Source: SVAR Media Network
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