How Jewellers Are Luring Buyers With Price Protection This Festive Season?
Gold prices have scaled historic highs, but jewellers are turning the challenge into an opportunity this festive season. Leading names like Senco Gold and Diamonds and the Malabar Group are introducing price protection and flexible payment plans to reassure customers and reignite festive sales sentiment.
Under these new offers, customers can lock in the price of gold by paying one-third of the amount in advance. Even if gold prices rise before purchase, they can still buy at the earlier rate—shielding them from future volatility. This innovative move reflects how the industry is responding to a subdued market and cautious buyers.
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Suvankar Sen, MD & CEO of Senco Gold, said nearly 10–15% of business is expected to be executed under this scheme. Gold demand remains strong despite higher prices, supported by the cultural importance of buying during Dhanteras and Diwali. This year’s yellow metal price at ₹62,266 per 10 grams underscores the need for innovative pricing strategies.
Malabar Gold’s similar flexi-scheme allows customers to book jewellery by paying a portion of the total price, securing them from further price hikes. The company expects up to 25% sales growth this festive season compared to last year. With geopolitical and economic uncertainty weighing on discretionary spending, these pre-festive plans act as sentiment boosters.
Analysts suggest that such strategies could become standard practice, ensuring steady inflows even during volatile gold cycles. Retailers expect more middle-class buyers to take advantage of this price assurance to fulfil long-pending jewellery purchases. Despite high rates, emotional and traditional buying patterns remain intact.
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The festive quarter remains a key period for jewellers, with gold purchases forming a major part of cultural and investment portfolios. As pricing innovation continues, more players are expected to launch similar schemes to capture the revived consumer sentiment across India’s tier-I and tier-II markets.
Investor Takeaway:
Indian-Share-Tips.com Nifty Expert Gulshan Khera, CFP®, who is also a SEBI Regd Investment Adviser, observes that consumer-led innovations like price protection reflect resilience in India’s retail ecosystem. Such mechanisms enhance trust, stabilize demand, and parallel the hedging instincts of prudent market investors.
Explore more expert insights at Indian-Share-Tips.com, which is a SEBI Registered Advisory Services.
Related Queries
- Why Are Jewellers Introducing Price Lock Plans?
- Can Price Protection Boost Gold Demand During Festive Season?
- How Are Gold Retailers Coping With High Bullion Prices?
SEBI Disclaimer: The information provided in this post is for informational purposes only and should not be construed as investment advice. Readers must perform their own due diligence and consult a registered investment advisor before making any investment decisions. The views expressed are general in nature and may not suit individual investment objectives or financial situations.
