The mobile initiative brings certified gold coins directly to consumers, encouraging purchase by first-time buyers and small-ticket investors
Visakhapatnam: Vaibhav Jewellers has introduced a new retail initiative titled ‘Gold on Wheels’, aimed at making gold buying more accessible to a wider consumer base. Launched in Visakhapatnam, the concept introduces a mobile retail format through which customers can purchase certified gold coins directly from a specially designed cart.
The jeweller is offering certified gold coins in denominations ranging from 50 mg to 500 mg. With prices starting at around Rs 900, the concept targets first-time buyers, younger consumers and families looking for affordable ways to purchase gold.
Through ‘Gold on Wheels’, the company is looking to address changing consumer expectations around accessibility and convenience while continuing to tap into gold’s long-standing cultural and investment value in India. The initiative allows the brand to interact with consumers in public spaces and local markets, even far away from the location of its stores.
Following the launch in Visakhapatnam, the company is now preparing to expand ‘Gold on Wheels’ across Tier II and Tier III cities in India. The expansion is expected to help the brand strengthen its presence in emerging markets where affordability and accessibility continue to influence buying behaviour.
Speaking on the initiative, Raghunath Jonnavithula, Assistant Vice President, Vaibhav Jewellers, said, “A new era of gold buying has arrived – mobile, accessible and truly unforgettable.”
The initiative highlights how jewellery retailers are experimenting with alternative retail formats to improve customer outreach and create new occasions for gold buying. By combining mobility with affordable gold products, Vaibhav Jewellers is positioning the concept as both a retail innovation and a strategy to widen its consumer base. Such initiatives can help brands reach customers outside conventional bridal and festive buying cycles, and in remote areas unexplored by them.
Vaibhav Jewellers, founded in 1994 by Manoj Kumar Grandhi, now operates 22 showrooms across Andhra Pradesh and Telangana, marking a strong regional presence in India’s jewellery retail industry.
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