Scheduled to take place across India from September 22 to November 9, 2025, the grand B2C eventseeks to engage next-gen consumers, boost organized retail participation and increase demand for gold jewellery in the upcoming festive season
Mumbai: The All India Gem and Jewellery Domestic Council (GJC) has announced the fifth edition of its nationwide jewellery shopping festival ‘Lucky Lakshmi’, a grand B2C event scheduled to take place across India from September 22 to November 9, 2025.
GJC aims to establish Lucky Lakshmi as India’s very own jewellery shopping festival similar to the Dubai Shopping Festival. This initiative seeks to shift the buying trends of the young generation, especially Gen Z, towards the jewellery industry and increase the demand for gold jewellery during the festive season. It also aims to incentivize end customers to purchase gold, diamond and silver jewellery. At the same time, the festival will promote organized and compliant businesses, helping improve the image of the industry in the eyes of both the Government and the end user.
The unified pan-India promotional scheme spearheaded by GJC is expected to have nationwide impact. It will be executed entirely through digital platforms, allowing for seamless participationand tracking. To build excitement and awareness, roadshows will be conducted in more than 30 cities across India, targeting both retailers and consumers.
A significant portion of the scheme budget, approximately 35-40%, will be allocated to an extensive 360-degree media campaign. This will include digital platforms, radio, print, television and outdoor.Around 45-50% of the total funds will be used for attractive prizes that will add aspirational value tothe campaign.
Once a retailer comes on board, the GJC will provide support, from cutting-edge digital campaigns powered by programmatic marketing techniques like geo-targeting, to influencer marketing and intensive social media outreach, to ensure high visibility in the digital space.
Retailers will also receive impactful in-store branding, including posters, danglers, gate arches and other point-of-sale material to transform the store into a festive destination. Retailers need to issue one coupon to a customer on every purchase of jewellery worth Rs 25,000 and in multiples of Rs 25,000 thereafter. The customers’ coupons will be eligible forperiodical, weekly and bumper draws. The entire process will take place digitally to make it highly visible and transparent.
Speaking about Lucky Lakshmi, Rajesh Rokde, Chairman, GJC, said,“I am delighted to introduce Lucky Lakshmi, a flagship B2C initiative that saw great success last year. The consistent demand from retailers for a large-scale national festival that boosts consumer interest and drives jewellery sales has led to its powerful return. Lucky Lakshmi unites thousands of retailers from across India, creating a festive movement that celebrates trust and rewards every customer.”
“Lucky Lakshmi is a visionary B2C initiative that has already proven to be a game changer in the past. This jewellery shopping festival is not just about rewarding customers but about empowering retailers across India. The way Lucky Lakshmi has been designed this edition, I am pretty sure every participating retailer will be able to make a mark of its own in every customer. I urge all retailers to come forward and be a part of this impactful movement that celebrates India’s enduring love for jewellery,” commented Avinash Gupta, Vice Chairman, GJC.
Madan Kothari, Director-GJC & Convenor Lucky Lakshmi, said, “Lucky Lakshmi is more than a campaign – it’s a national movement to drive trust, build connections, and expand festive-season jewellery sales. In our last edition, over 150 cities participated and over Rs 10 crore worth of prizes were disbursed. We invite jewellery retailers to join us in this transformative journey to accelerate growth and connect deeply with India’s jewellery-loving audience. Let’s create history together.”
The Retail Jeweller is officially partnering the GJC for the fifth edition of Lucky Lakshmi.
Overall, Lucky Lakshmi is poised to elevate festive-season demand and position India’s jewellery industry for stronger digital and economic growth.
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