During the festive season, when demand is already high, they expect Lucky Lakshmi to further boost jewellery sales
Mumbai: On September 22, 2025, the All India Gem and Jewellery Domestic Council (GJC) launched the 2025 edition of Lucky Lakshmi, its flagship jewellery shopping festival. Scheduled to run up to November 9, 2025, the festival offers jewellery retailers participation categories structured to deliver measurable returns by way of a subscription model differentiated into diamond, gold and silver.
At the premium end is the Diamond Plan, the most rewarding category, with subscription rates beginning at Rs 1.05 crore. It offers retailers the widest reach. ROI for this tier is the highest, reaching nearly 150%, making it the most lucrative plan of the festival. Tailored for large retailers, the Diamond Plan ensures maximum visibility and premium consumer engagement during the festival.
Senco Gold & Diamonds, subscribed to Lucky Lakshmi’s Diamond Plan, is running the scheme in its stores across India.Commenting on goals for Lucky Lakshmi participation, Suvankar Sen, Managing Director and CEO, Senco Gold & Diamonds, says, “We expect Lucky Lakshmi to boost festive-season sales and give customers a compelling reason to shop at Senco Gold & Diamonds. It makes the buying experience more joyful and exciting for customers by offering gifts and special offers. As Dhanteras approaches, we are introducing new collections for the wedding and festive season across multiple price tiers, including lines for men and young women. Our teams are fully trained and eager to serve every customer, with special focus on engaging young customers to buy jewellery.”
Another Diamond Plan participant, Chaitanya V. Cotha, Executive Director of C. Krishniah Chetty Group, says, “Lucky Lakshmi allows us to build stronger emotional connections with our customers. Beyond sales, it helps us showcase the breadth of our diamond offerings, introducing first-time buyers to the world of diamonds, and rewarding loyal customers with added value.” He adds that the campaign will run in all the brand’s five showrooms.
For Joyalukkas, also signed up for Lucky Lakshmi’s Diamond Plan, preparations began with training for sales teams before the festival launch. “Lucky Lakshmi is one of the best promotional activities during the Dhanteras season, targeting North Indian customers and specifically aimed at boosting diamond sales,” says Suresh V N, Head of Jewellery Purchase, Joyalukkas. “We are conducting extensive in-showroom training for our sales teams in Maharashtra to ensure they understand the programme and can guide customers effectively. We anticipate that new customers will visit our showrooms through this promotion.”
Paras Rokde, Director, Rokde Jewellers, is upbeat about Lucky Lakshmi. “To reach a larger audience, we have chosen the Diamond Plan,” Rokde says. “During the festive season, when demand is already high, we expect Lucky Lakshmi to help us increase sales by 25-30%.”
“Preparations are ongoing on the marketing front—we are using multiple platforms, including digital, out-of-home, and Print ads. Lucky Lakshmi is designed to promote lightweight jewellery, which appeals to new-age buyers, with a coupon offered for every Rs 25,000 spent,” adds Rokde.
With Diamond Plan participation in GJC’s Lucky Lakshmi, these retailers across India are all set to ramp up marketing activity, drive more sales and expand their customer base, acing the festive season.
Written by Achal Chaubey
Retail Jeweller India News
