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Reliance Jewels' Smart Akshaya Tritiya: Gold at 9% Making Charge

Reliance Jewels has launched a value-focused campaign for Akshaya Tritiya, introducing new gold and diamond collections with compelling offers. The brand highlights a consumer shift towards viewing jewellery as a smart, wearable investment amidst gold price volatility. Its festive campaign features actors Gajraj Rao and Pratibha Ranta in a father-daughter narrative, reflecting a modern, value-conscious approach to tradition. Customers can avail these offers at over 140 showrooms and online until April 19, 2026.

Key Points: Reliance Jewels Akshaya Tritiya Offers: Smart Gold & Diamond Buys

  • Gold at flat 9% making charge
  • Diamonds with 99% off gold value
  • Campaign features Gajraj Rao & Pratibha Ranta
  • Shift from 'Shubh' to 'Smart' buying
  • Offer valid till April 19, 2026
2 min read

From Shubh to smart: Reliance Jewels reimagines Akshaya Tritiya for a new India

Get gold jewellery at 9% making charge & diamonds with 99% off gold value. Reliance Jewels redefines festive buying as a smart investment. Offer till 2026.

"positioning Reliance Jewels not only as an integral part of tradition, but also as a smart, wearable investment - Reliance Jewels Spokesperson"

Mumbai, April 14

Reliance Jewels, one of India's most trusted jewellery brands, ushers in Akshaya Tritiya with a fresh, value-led approach - introducing new gold and diamond collections designed to make festive buying smarter and more accessible. Customers can avail gold jewellery at a flat 9 per cent making charge and diamond jewellery with 99 per cent off on gold value, ensuring they pay primarily for the diamonds, making this a truly compelling, one-of-a-kind festive offer. The offer is valid till April 19, 2026.

This Akshaya Tritiya, customers can choose from a wide range of jewellery including earrings, rings, bangles and chains in gold and diamond. The collection includes everyday favourites like studs, hoops and sleek finger rings, as well as festive styles such as jhumkis, chandbalis, statement necklaces and intricately crafted bangles. With options spanning daily wear to bridal jewellery, the range offers both design variety and strong value for jewellery enthusiasts, as per the press release.

Amid ongoing gold price volatility and evolving consumer behaviour, Reliance Jewels highlights a key shift - jewellery today is not just a traditional purchase, but a smart and wearable investment. Consumers are increasingly seeking designs that balance emotional value with practical spending.

Bringing this thought to life, the brand's festive campaign features a warm father-daughter moment with critically acclaimed actor Gajraj Rao and Pratibha Ranta of Laapataa Ladies fame. The ad film reflects how younger consumers are reinterpreting traditions with a more informed and value-conscious approach, while staying deeply connected to family values. While Akshaya Tritiya continues to signify shubh buying, Reliance Jewels sharpens its proposition from "Shubh Akshaya Tritiya" to "Smart Akshaya Tritiya", as per the press release.

Speaking on the Akshaya Tritiya offerings, Reliance Jewels spokesperson said, "Amid ongoing gold price volatility, consumer behaviour is clearly shifting - today's customers are more informed, value-conscious, and discerning. At Reliance Jewels, we've anchored our approach in this sharp insight by launching a value-led range for Akshaya Tritiya and positioning Reliance Jewels not only as an integral part of tradition, but also as a smart, wearable investment relevant to current times - bringing together 'Shubh' with a more 'Smart' way of celebrating."

Customers can explore Reliance Jewels' intricately designed collections at 140+ showrooms across India and online, and avail exciting offers on gold and diamond jewellery, as per the press release.

- ANI

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Reader Comments

A
Arjun K
Interesting to see the shift from just 'shubh' to 'smart'. The ad with Gajraj Rao is heartwarming. It's true, our generation wants to honour traditions but also be practical with money. Hope the quality matches the marketing.
R
Rohit P
The offer is valid till 2026? That's a very long window. Makes me wonder if it's a genuine festive offer or just a permanent pricing strategy now branded for the occasion. Still, good for consumers if the jewellery is well-made.
S
Sarah B
As someone new to Indian festivals, I find this fascinating. The blend of tradition (Akshaya Tritiya) with modern marketing ('smart investment') and celebrity endorsements is a global trend, but it feels very authentic here. The father-daughter ad sounds lovely.
V
Vikram M
Finally, a big brand talking about value! Local jewellers often have hidden charges. A transparent offer from Reliance is welcome. Will check out their showroom this weekend. Need a gift for my wife that she can actually wear daily, not just lock up in a locker.
M
Meera T
The sentiment is good, but let's not forget the core of Akshaya Tritiya is the auspiciousness, not just a sale. I appreciate the modern designs for younger buyers, but hope the 'shubh' feeling isn't lost in all this 'smart' branding. Balance is key. 🙏

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