When customers see that buying even a 3- or 5-gram gold coin makes them eligible for the campaign’s draw, it encourages participation
Mumbai: The ongoing Lucky Lakshmi jewellery shopping festival, organized by the All India Gem and Jewellery Domestic Council (GJC), continues its buoyant spirit, with jewellers across the country reporting high footfalls and repeat store visits. The festival, which began on September 22, runs up to November 9, 2025, with anticipation building around the bumper prize of a 1 kg gold bar.
We spoke to a few jewellers, among many who have handed out 5-gram gold coins to their winning customers after the latest weekly draw. They say the initiative has helped reinforce trust, increase buying interest and sustain festive momentum despite gold price fluctuations.
For Urish Chhajed, Director,Nikhaar Jewels Pvt. Ltd., Bengaluru, the campaign has encouraged more engagement between jewellers and buyers. “Three of our customers recently won 5-gram gold coins each through the Lucky Lakshmi campaign. Whenever we sell any jewellery, we add the campaign coupons to the purchase. It becomes an added benefit for the customer. When they win a prize, they feel they had bought jewellery at the right place,” said Chhajed.
He added that his brand has participated in the campaign earlier too, and that such initiatives should continue for a longer period of time. “I participated in the Lucky Lakshmi campaign the first time it was launched, many years ago. This is our second time. Over the last two to three years, we have been involved with the Bangalore Gold Festival, but since it was shifted this year, we decided to re-join Lucky Lakshmi. The experience as a retailer has been smooth, and such initiatives should continue for a longer time,” Chhajed added.
Amey Kharote, Director, S S Kharote Suvarnakar, Akola, said Lucky Lakshmi continues to build excitement among customers even amid market changes. “Our customer recently won a 5-gram gold coin through the Lucky Lakshmi campaign. While this news has generated excitement, the recent fluctuation in gold prices has slightly affected footfalls. Many customers are waiting, expecting prices to fall further. Before this dip, business was very good as customers preferred to buy immediately rather than wait,” Kharote said.
Kharote noted that the campaign encourages purchases even among smaller buyers. “When customers see that buying even a 3- or 5-gram gold coin could make them eligible for the Lucky Lakshmi draw, it encourages participation. When a customer wins, it builds loyalty – that customer stays with us, and new ones come in. If GJC can help promote the campaign more locally through newspapers, magazines and radio, it will have an even stronger impact,” Kharote added.
From the eastern region, Krishan Kumar Soni, Managing Director,Manik Chand & Sons Jewellers, Guwahati, said the campaign has consistently supported sales and customer engagement. “We have been participating in the Lucky Lakshmi campaign right from the beginning and have continued without any break. Customers are influenced by it and often visit our store asking about the scheme. Many have benefited from it, and it has created a positive impact on overall sales and engagement,” Soni said.
For Soni, Lucky Lakshmi has been a growth story over the last two to three years. “Such campaigns help maintain interest and excitement around jewellery buying, benefiting both retailers and customers,” he observed.
As the campaign approaches its final phase, participating retailers say Lucky Lakshmi has proven to be a strong enabler for sales and customer engagement, helping reinforce the jewellery retail ecosystem nationwide.
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