THEBUSINESSBYTES
BUREAU
MUMBAI,
APRIL 14, 2026
Reliance
Jewels, one of India’s most trusted jewellery brands, is ushering in Akshaya
Tritiya with a refreshed, value-led approach — introducing new gold and diamond
collections aimed at making festive buying smarter and more accessible.
As
part of its limited-period festive campaign, customers can avail gold jewellery
at a flat 9 per cent making charge, while diamond jewellery is being offered
with 99 per cent off on gold value — ensuring buyers primarily pay for the
diamonds. The offer is valid till April 19, 2026, positioning it as one of the
most compelling deals of the season.
The
curated festive collection features a wide assortment of jewellery, including
earrings, rings, bangles, and chains in both gold and diamond. From everyday
essentials like studs, hoops, and sleek finger rings to festive favourites such
as jhumkis, chandbalis, statement necklaces, and intricately crafted bangles,
the range caters to diverse preferences—from daily wear to bridal elegance.
Against
the backdrop of fluctuating gold prices and evolving consumer preferences, the
brand underscores a notable shift in buying behaviour. Jewellery is
increasingly being viewed not just as a traditional purchase, but as a smart,
wearable investment. Today’s consumers are seeking designs that combine
emotional significance with practical value.
Bringing
this narrative to life, the brand’s festive campaign captures a heartwarming
father–daughter moment featuring acclaimed actor Gajraj Rao and rising star Pratibha
Ranta of Laapataa Ladies fame. The ad film reflects how younger generations are
reinterpreting traditions with a more informed and value-conscious mindset,
while staying rooted in family values. With this, Reliance Jewels evolves the
narrative from “Shubh Akshaya Tritiya” to “Smart Akshaya Tritiya.”
Commenting on the initiative, a spokesperson for Reliance Jewels said, “Amid ongoing gold price volatility, consumer behaviour is clearly shifting—today’s customers are more informed, value-conscious, and discerning. Our Akshaya Tritiya offering is built on this insight, positioning Reliance Jewels as both a custodian of tradition and a provider of smart, wearable investments for modern consumers.”
Customers can explore these collections across over 140 showrooms nationwide and through the brand’s online platforms, making this festive season both meaningful and value-driven.
