With assured returns for retailers in Diamond, Gold and Silver categories and high-value consumer prizes, Lucky Lakshmi 2025 is set to be a nationwide growth driver for jewellery retail
Mumbai: The All India Gem and Jewellery Domestic Council (GJC) is gearing up to host the 2025 edition of its flagship initiative ‘Lucky Lakshmi’, which will run from September 22 to November 9, 2025. Conceived as ‘India’s own jewellery shopping festival’, the initiative is structured to deliver measurable returns to retailers through a transparent subscription model in diamond, gold and silver categories.
Diamond Plan: At the premium end, the Diamond Plan begins at Rs 1.05 crore, offering retailers the widest reach and the most rewarding structure. This category provides the maximum number of coupons and milestone gifts, with high-value gold coins forming part of the assured rewards. ROI for this tier is the highest, reaching nearly 150%, making it the most lucrative plan of the festival. Tailored for large retailers, the Diamond Plan ensures maximum visibility, premium consumer engagement and unmatched returns.
Some prominent jewellers who have joined Lucky Lakshmi 2025 in the Diamond category so far are C. Krishniah Chetty, Jos Alukkas, Rokde Jewellers and Senco Gold and Diamonds, and more are signing up.
Gold Plan: Positioned as the mid-tier option, the Gold Plan starts at Rs 13 lakh and is designed for retailers aiming for wider engagement. The plan provides a significantly larger coupon base and more frequent confirmed gifts. ROI is notably high in this category, crossing the 120% mark. With its balance of investment and assured returns, the Gold Plan enables retailers to drive stronger participation and consumer connect throughout the campaign.
Silver Plan: The Silver Plan serves as the entry-level subscription for the Lucky Lakshmi Festival 2025, beginning at Rs 1.5 lakh. Retailers opting for this tier receive complimentary coupons along with assured branded coupon gifts, ensuring instant consumer appeal. To keep momentum high, there are milestone rewards such as silver and gold coins at set coupon issue intervals. With an ROI of 100% or more, the Silver Plan offers retailers a secure and low-risk entry point into the festival.
The festival is designed to include retailers of every size, from single-store jewellers in smaller towns to mid-sized players and national chains. Explaining how Lucky Lakshmi is meant for all of them, Avinash Gupta, Vice Chairman, GJC, said, “By joining Lucky Lakshmi, all jewellers – be it a single store from a small town or a chain store with a nationwide presence – come together to celebrate a culture of togetherness. Lucky Lakshmi helps in building confidence for smaller players as they gain visibility from partnering with a pan-India jewellery shopping festival and benefit from the extensive marketing campaign around it.”
Retailers will be rewarded on an ongoing basis depending on the number of coupons they issue during the campaign. These assured rewards are in addition to consumer gifts linked to every coupon, which ensure that both retailers and customers receive tangible benefits throughout the campaign period. The emphasis for retailers is on assured returns and industry-wide visibility through a 360-degree media campaign across television, print, digital, outdoor and radio.
Lucky Lakshmi has an extensive prize structure for customers. The bumper national prize is 1 kg of gold. In addition, zonal winners across four regions will each receive 250 grams of gold. Weekly prizes include 140 rewards in total, comprising 20 prizes per week in the form of 5-gram gold coins. Overall, close to 15,000 prizes will be distributed in the 2025 edition, with almost half of the scheme’s total money directed towards rewards.
Gupta added that the campaign is also designed to connect emotionally and symbolically with consumers who “treat every girl or woman in this country as Lakshmi” and hence consider buying jewellery through ‘Lucky Lakshmi’ to be more auspicious.
Click here to join the world’s largest jewellery festival, Lucky Lakshmi 2025, and grow your festive sales while attracting more customers.
Retail Jeweller India News
