Consumer and Internet
This akshaya tritiya, indians shift to lightweight jewellery amid high gold prices
18 Apr 2026
1 min read
While
features like lock-in prices are largely sales practices by jewellers, analysts
say it helps boost retail confidence. “Lock-in price policies help demonstrate
confidence of the retailer or supplier in the asset. It builds investment
discipline like SIPs (systematic investment plans) did to mutual funds,” said
Madhur Singhal, managing partner (consumer and internet) at Praxis Global
Alliance.
“For jewellers, it builds stability of revenue without having to change communication to consumers frequently. It is a sales strategy in that sense, but it is a win-win.”
Large, organiZed retailers are better placed to navigate volatility, as they can procure and hedge at scale. “Organized jewellery retailers are also into more sophisticated merchandising, but a lot of unorganised retailers cater to celebration wear or occasion wear. These consumer use cases are typically sold as per the day rate, and back-to-back orders to buy gold enable the jeweller to maintain margins,” Singhal noted.