Ganesh Chaturthi 2024: Planned festive purchase boosts conversions

Many retailers have also noted increased repeat purchases for jewellery used to adorn Lord Ganesha’s idol, while also upgrading from silver to gold jewellery

Mumbai: Every year, Ganesh Chaturthi ushers in positivity and blessings. For jewellery brands, the festival not only marks an auspicious beginning to the festive season but also presents numerous opportunities to launch new campaigns and introduce fresh designs. The festival’s significance and the tradition of adorning the Ganesha idol create a demand for jewellery and is a crucial time for festive buying.

The festival, always having been an occasion for silverware, has had a lot of brands creating silver items that are part of the puja ceremony. P N Gadgil & Sons launched a collection for Ganpati, focusing on silverware related to the festival, comprising various puja items, particularly designs of modaks and hibiscus flowers in diyas, pooja thalis, and other essential items used during Ganpati puja. Aditya Modak, CFO & COO of P N Gadgil & Sons, commented, “There is a lot of interest in silverware and items related to Ganpati puja during the Ganpati festival. Due to the increase in the price of silver, revenue has risen by approximately 20-25% compared to last year. This increase can be attributed to a shift in people’s demand and acceptance of silver in fashion and festivity”. 

A significant trend emerging this year is that customers are increasingly planning their purchases for the upcoming wedding and festive season even before the onset of Ganesh Chaturthi. Alongside buying jewellery specifically for adorning the Ganesha idol, many are also making self-purchases for the upcoming festive and wedding season that will follow. 

Although Ganpati festival is not typically associated with gifting, many jewellers have observed that self-purchases and gifts remain a significant trend during this time. This is largely because the festival serves as the beginning of the main festive season in India. In terms of gifting, miniature Ganesha idols are a common article, that is viewed as a sign of good luck. 

Given that it is a 10-day event with elaborate preparations, particularly in Maharashtra, a considerable portion of purchases is focused on jewellery and silverware for the decoration and adornment of the Ganpati idol.

Mahendra Jewellers noted that orders for customised jewellery such as mukut, kirit, trishul and other jewellery from large community groups start coming in two months in advance, while the individual purchases take place in the last 10 days leading up to the festival. “Over the last year’s occasion, we recorded about 10% increase in sales for silver puja products. There is a good demand for gold and silver jewellery for self-purchase and for gifting because people attach memories and emotions with their purchases”, said Mehul Oswal, Director, Mahendra Jewellers.

The Kolhapur-based jeweller reached out to its customers directly to inform them about the brand’s offerings for the festive occasion so that they could plan their purchases in advance.

For retailers such as S L Shet Diamond House, the festival is seen as a deeply personal celebration for many families, which significantly influences purchasing patterns. Customers often buy items like silver garlands, lamps, and modak, all of which are traditionally used to adorn Lord Ganesha’s idol during the festival.

The jeweller has observed that while some of these items, particularly the more durable silver pieces, are reused annually, there is still a notable trend of repeat purchases. This could be attributed to the desire for fresh decorations each year, the purchase of additional or upgraded items, or the expansion of the collection as the scale of the celebrations grows.

“It is mainly silver jewellery and silver items that are used for the Ganesh puja. The purchases begin days before the festival because some customers want the jewellery customised as per the type of idol. People also gradually add jewellery pieces each year to their idol and move from silver jewellery to gold jewellery for the adornment”, said Sharath Shet, Director, S L Shet Diamond House. 

Brands like Raabta by Rahul have taken a creative approach by designing and launching intricately crafted jewellery that serve a dual purpose: while they can be used to decorate the idol during the Ganpati festival, they are also versatile enough to be worn as part of occasion and festive attire. This approach ensures that the jewellery retains its value and relevance beyond the festival.

“We also did a very wide range of very pretty kangans and the jhumkas which has Lord Ganesha figures on them. And while traditionally, many Ganesha idols are made of silver, we have also made gold-plated miniature idols”, said Rahul Luthra, Creative Director, Raabta by Rahul. The brand noted that the main purchases for Ganesh Chaturthi and also for the upcoming festive season, this year, started about 10-12 days before the festival. 

Jewellers have observed that the timeline for purchases related to Ganesh Chaturthi can vary significantly, reflecting the festival’s widespread popularity and the preparations involved. In many parts of Maharashtra, where the occasion is celebrated in almost every household and community, the buying process can begin as early as four to five months before the festival. This early start is often driven by the desire to secure the most intricate and meaningful pieces through customisation, especially for those who host large-scale celebrations or have a tradition of elaborate idol decoration. 

As the festival draws nearer, particularly in the final 15 days leading up to Ganesh Chaturthi, the volume of purchases typically peaks. But as the festival approaches, the pace of purchasing gradually slows down. 

However, for Aahi Silverware by Ranka Jewellers, the maximum purchase volume was seen in the last week before the festival started. The brand, which launched recently before Ganesh Chaturthi, curated a range of exclusive Ganesha idols and articles specifically for the festival. The jeweller said that this year’s purchases mostly revolved around items for the adornment of the idol such as silver mouse, haar, trishul, and also miniature Ganpati idols.

Aashna Ranka, Co-founder, Aahi said, “Over last year, the sales have increased by nearly 60%. We received an overwhelmingly large number of orders where we had to arrange for fresh stock in the middle of the festival. The customer base for these purchases were mainly from Maharashtra, followed by Bangalore”. 

Written by Aparna Bhowmick

Retail Jeweller India Exclusive