According to the World Gold Council, India’s digital gold market grew 69% year-on-year to 13.5 tonnes in 2025.
Against this backdrop, Amazon Pay has introduced cashback-based incentives on digital gold purchases. Prime members are eligible for 2% cashback, while non-Prime users can receive 1%.
The company is also offering discounts of up to 13% through gift cards for jewellery brands such as GIVA, Joyalukkas, Tanishq and Kalyan Jewellers.
Fintech firm BharatPe has launched a week-long ‘Akshaya Tritiya Gold Mahotsav’ campaign running from April 14 to April 19. The campaign introduces a gamified approach to digital gold investing, offering up to 10% “goldback” on eligible transactions, along with a ₹1 lakh jackpot pool. Ten winners will receive ₹10,000 worth of digital gold each, with additional instant rewards linked to transaction activity.
A company spokesperson said the initiative aims to “blend the credibility of digital gold with a more engaging and value-driven journey for users.”
Jio Financial Services has also rolled out a limited-period campaign via its JioFinance app between April 19 and April 21. The offer includes 1% additional digital gold on purchases above ₹2,000 (subject to a cap), along with reward-based incentives such as 2x JioPoints on eligible transactions.
Users making higher-value purchases may also qualify for a promotional draw, where select winners will receive digital gold.
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Jewellery retailers, meanwhile, are focusing on both product launches and pricing-led offers.
Malabar Gold & Diamonds has introduced new collections such as Aanika and a refreshed Tanvika range.
“Akshaya Tritiya remains one of the most cherished occasions… contributing to a notable spike in seasonal sales,” said M P Ahammed, Chairman, Malabar Group, highlighting continued consumer interest alongside evolving design preferences.
The brand has also announced festive offers, including up to 30% off on making charges for all gold jewellery, uncut and gemstone jewellery, along with up to 30% off on diamond value. The offers are valid until April 20.
Reliance Jewels has announced value-led offers, including gold jewellery at a flat 9% making charge and promotional pricing on diamond jewellery. The company said the current environment of elevated gold prices is prompting buyers to view jewellery as both an investment and a wearable asset.
PP Jewellers by Pawan Gupta said it is witnessing steady festive demand this Akshaya Tritiya, alongside a noticeable shift in consumer preferences.
“Akshaya Tritiya has always been a special occasion for us, and this year too we are seeing a lot of interest from customers,” said Piyush Gupta. “With gold prices on the higher side, many customers are also exploring silver jewellery as a more accessible option while staying connected to tradition.”
He added that the company has curated collections across both gold and silver, along with festive offers including 5% off on making charges for gold bangles.
Industry participants also point to shifting consumer behaviour.
Angara noted growing interest beyond traditional gold purchases.
“Consumers are taking a more considered approach, balancing tradition with long-term value,” said Ankur Daga, Founder and CEO, adding that coloured gemstones such as sapphires, emeralds and rubies are seeing increased traction, particularly among younger buyers seeking more personalised and wearable jewellery.
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