As Akshaya Tritiya approaches, jewellery retailers are offering a variety of discounts despite rising gold prices to attract customers. This year, leading brands such as Tanishq, Senco Gold, MP Jewellers, and PC Chandra Jewellers are all set to make the most of the auspicious buying season.

Tanishq’s gold jewellery offers

Tanishq, one of India’s leading jewellery brands, is offering up to 20 per cent off on making charges for gold jewellery. This discount is part of the brand’s effort to entice customers looking to purchase gold ahead of the festive season.

Senco Gold’s discounts on gold and diamond jewellery

Senco Gold has introduced a flat Rs 350 discount on gold rates. The company is also offering up to 30 per cent off on making charges for gold jewellery. For diamond jewellery, Senco Gold is giving an attractive 100 per cent discount on making charges, along with up to 15 per cent off on the value of the diamonds.

MP Jewellers and PC Chandra Jewellers’ festive offers

MP Jewellers is offering Rs 300 per gram off on gold jewellery, coupled with a 10 per cent reduction in making charges. Similarly, PC Chandra Jewellers is providing a Rs 200 per gram discount on gold prices, 15 per cent off on making charges, and a 10 per cent discount on the value of diamond jewellery purchases.

Focus on customer experience

The offers are designed to make the shopping experience more attractive for customers. Annargha Uuttiya Chowdhury, Director of Anjali Jewellers, explained, “We are expecting Akshaya Tritiya to be very good as consumer confidence in gold is at an all-time high. To cash in on the gold craze, we are offering discounts on making charges to ensure the shopping experience is more exciting for customers.”

Retailers adjusting to rising gold prices

Jewellery brands are also adjusting to the rise in gold prices by offering innovative solutions. Senco Gold’s Managing Director, Suvankar Sen, mentioned that although volumes have decreased due to higher gold prices, the brand is committed to maintaining affordability. “We are trying to reduce the 25-30 per cent cost of marriage ornaments by incorporating pearls and stones to lower gold usage in sets,” Sen added.

Akshaya Tritiya 2025: Date, time, and significance

Akshaya Tritiya, also known as Akha Teej, will be observed on Wednesday, April 30, 2025. This festival is widely celebrated with prayers and the purchase of gold. According to Drik Panchang, the most auspicious time for performing puja is from 5:41 AM to 12:18 PM on April 30. The best time to buy gold, however, begins the evening before at 5:31 PM on April 29 and continues until 2:12 PM the next day.Akshaya Tritiya is regarded as one of the most sacred days of the year in the Hindu calendar. Many believe that any positive action or investment made on this day brings lasting prosperity, and buying gold has become a key tradition to reflect wealth and security.

Puja Muhurat: 5:41 AM to 12:18 PM
Tritiya Tithi Begins: 5:31 PM, April 29
Tritiya Tithi Ends: 2:12 PM, April 30

Why Akshaya Tritiya celebrated?

According to Hindu mythology, Lord Krishna once visited the Pandavas during their exile. Draupadi, feeling unprepared, asked for forgiveness. Krishna picked a single herb from their food bowl and, pleased with her devotion, gave the Pandavas the Akshaya Patra—a bowl that never ran out of food. Another story says Lord Kubera was appointed guardian of heaven’s wealth on this day after receiving blessings from Lord Shiva and Lord Brahma.

Akshaya Tritiya is considered significant for both spiritual and financial reasons. In Hindu and Jain traditions, it is a day that ensures lasting success when actions are taken with sincerity. The practice of buying gold is seen as a symbol of hope for continued growth and stability, both spiritually and materially.