Retailers across India report steady footfall and consumer interest, aided by GJC’s push for tech-enhanced outreach–geo-targeted campaigns, influencer tie-ups, digital coupon issuance and verification
Mumbai: The 2025 edition of Lucky Lakshmi, GJC’s flagship jewellery festival, is underway across India, running from 22 September to 9 November. Designed to engage retailers and consumers alike, the festival offers a range of promotional schemes and lucky draws while highlighting the value of jewellery beyond investment. This year’s theme, ‘Celebrating You’, encourages women to celebrate themselves through jewellery purchases, while the Council provides retailers with marketing support and tools to reach a wider audience.
Speaking on the festival’s first week, Avinash Gupta, Vice-Chairman, GJC, said, “It’s really exciting to see one week of smooth sailing of Lucky Lakshmi and with the prices of gold sky rocketing I am really happy to see very good response at the retail end during the first week of Lucky Lakshmi.” Retailers across India have reported positive footfall and steady engagement, with customers responding to offers and schemes introduced for the festival.
Technology has played a significant role in extending the reach of Lucky Lakshmi this year. Gupta added, “Technology in today’s era is key to any marketing programme and with adopting major digital presence in this year’s Lucky Lakshmi we are able to reach to maximum consumers in a very seamless manner. With adoption of hyper-local marketing we are able to reach maximum customers with minimum effort.” Digital campaigns, geo-targeting, and influencer collaborations are enabling retailers to connect with the right audience while ensuring local relevance.
Transparency is a core focus of the Lucky Lakshmi festival. “Jewellery industry is known for transparency and coupon-based lucky draw with transparency is key element of Lucky Lakshmi. To have that confidence in minds of the consumers we have our process advisors E&Y who conduct all the randomisers for the draws,” Gupta said. This ensures consumers are confident in the fairness of the draws, reinforcing trust across the industry.
With gold prices continuing to rise, Lucky Lakshmi is expected to positively influence retail sentiment and jewellery sales. Gupta explained, “As the gold prices are soaring higher this type of sales promotion is key for the industry and we expect good sales turnaround in this festive season and the dip in sales will be curtailed to the minimum due to this initiative of GJC.” The campaign also aims to attract younger consumers who might otherwise be drawn to other lifestyle products.
Through Lucky Lakshmi, GJC continues to reinforce its role in promoting consumer trust and industry-wide initiatives, encouraging retailers and consumers to engage with jewellery in new ways.
The 2025 edition emphasises celebrating every woman through jewellery, ensuring that the festival resonates as a platform for both purchase and personal celebration.
Written by Achal Chaubey
Retail Jeweller India Exclusive
