Fluctuating gold and silver rates pose a challenge as all the prizes are based on these metals
Mumbai: As Diwali approaches, the fifth edition of Lucky Lakshmi, the nation wide jewellery shopping festival being run by the All India Gem and Jewellery Domestic Council (GJC), has entered its fourth week. The South Zone has come up tops in revenue generation for the festival.
According to Avinash Gupta, Vice Chairman, GJC, Lucky Lakshmi has received a very positive response overall this year, compared to the past two years. “Lucky Lakshmi 2025, in its fourth week, is progressing very well. The overall response from the industry has been highly encouraging,” says Gupta.
The festival, which runs up to November 9, 2025, is buzzing with the participation of leading companies, running the campaign in a total of 382 stores across India.
Asked to deconstruct region-wise performance of the shopping festival, Gupta says, “In terms of participation, the West Zone leads with the highest number of registered retailers, while in terms of revenue generation, the South Zone has shown the maximum traction, followed by the West Zone.”
While the campaign run by GJC has been well appreciated across the industry and is running smoothly, the volatile market has been a key challenge for the organizers. “The fluctuating gold and silver rates pose a challenge as all the prizes are based on these metals,” explains Gupta. Notably, Lucky Lakshmi has 15,000 prizes, with a bumper reward of a 1 kg gold bar at the national level, alongside four zonal prizes of 250 gm gold each(one prize per region). During the campaign period, seven weekly draws are being conducted to further distribute 140 prizes(20 prizes of 5 gm gold coins per week).
Sales are expected to peak in the Diwali week, even as the marketing campaign for the festival ensures that retailers have high visibility. “Participants are really happy about the way our marketing campaign has shaped up this year, as GJC has gone 360°, especially on digital, giving great visibility to our partner stores,” Gupta says, adding that he is confident about maintaining strong momentum and expects even greater participation and excitement in the final phase of Lucky Lakshmi in November.
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