The campaign has allowed the brand to target consumers who are already comfortable with digital financial behaviour, while also increasing engagement frequency among its existing customer base
Kolkata: Senco Gold & Diamonds is sharpening focus on its properties DigiGold and DigiSilver, as part of a broader effort to align with evolving consumer behaviour, where digital, incremental buying becomes a natural starting point for precious metal ownership.
The brand’s recent campaign, which includes a video featuring brand ambassador and cricketer Sourav Ganguly, forms part of this push. While the video builds visibility and familiarity, the larger objective is to strengthen an existing ecosystem that already operates through proprietary platforms such as mydigigold.com and mydigisilver.com.
Suvankar Sen, MD & CEO, Senco Gold & Diamonds, said, “DigiGold and DigiSilver have been part of our ecosystem for some time. What we are doing now is strengthening and scaling the model in line with how customers are choosing to engage with gold and silver today. The shift towards digital-first behaviour is very visible, even in a category like ours.”
This shift is also closely tied to the broader market context. With gold and silver continuing to hold safe-haven appeal amid global uncertainty, customers are looking for formats that offer flexibility, transparency, and the ability to buy in smaller denominations. Digital accumulation addresses these needs while lowering the entry barrier, particularly for younger and first-time buyers.
Within Senco’s ecosystem, this behaviour is already visible. Customers are using DigiGold and DigiSilver across multiple use cases, including savings, gifting and investment. More importantly, these formats are consistently translating into jewellery purchases over time.
Sen said, “What stands out for us is how DigiGold and DigiSilver act as gateways to jewellery. Customers often begin with small, goal-based purchases and as their holdings grow, they transition into jewellery in a very natural way. It helps us engage with them much earlier in their journey.”
From a marketing perspective, the campaign has been driven primarily through digital channels, including social media. This has allowed the brand to target consumers who are already comfortable with digital financial behaviour, while also increasing engagement frequency among its existing customer base.
The response so far has been strongest in repeat transactions. Unlike conventional jewellery buying cycles, digital gold and silver purchases tend to be habitual, creating a steady rhythm of interaction with the brand. This has contributed to both customer acquisition and retention.
Senco has also kept the experience integrated within its existing ecosystem. Instead of launching a separate app, DigiGold and DigiSilver are embedded into its current digital platforms, enabling a seamless transition between accumulation and redemption into jewellery. This continuity reduces friction and strengthens conversion potential over time.
Sen added, “As the industry becomes more formalized and customers seek more transparent and technology-enabled options, these digital formats will play an increasingly important role in shaping how engagement begins and evolves.”
From a business standpoint, the strategy positions DigiGold and DigiSilver not as standalone offerings, but as extensions of the core jewellery business. By building familiarity, trust, and value through smaller transactions, Senco is creating a more connected and long-term customer journey that ultimately feeds into its primary retail business.
Senco Gold & Diamonds is a pan-India jewellery retailer with a rich legacy spanning over 85 years. Currently, Senco operates 198+ showrooms across 17 States in India, along with two international showrooms in Dubai, UAE, through a combination of company-owned and franchisee models.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
