BrandBuzz
Instamart partners with Kalyan Jewellers to deliver Gold and Silver Coins just in time for Akshaya Tritiya
Instamart, India’s pioneering quick commerce platform, has partnered with Kalyan Jewellers, one of India’s most trusted and iconic jewellery brands, marking the jewellery brand’s debut in the quick commerce space. Just in time for Akshaya Tritiya, customers can now order certified gold and silver coins directly on Instamart and have them delivered to their doorsteps in minutes. Instamart users can avail the service across all 100 cities including top metros.
Starting April 25, consumers across cities can shop a certified assortment of gold and silver coins on Instamart, making last-minute festive shopping more seamless and stress-free than ever before. The exclusive range includes:
● Gold Coins: 0.5g and 1g (24 Karat, BIS Hallmarked) featuring motifs like the Flower, Ayodhya, Lord Ganesh, Swastik and Goddess Lakshmi
● Silver Coins: 5g, 10g, and 20g (999 pure silver, certified) adorned with auspicious motifs such as Ganpati, Laxmi, Ganesh Laxmi and more.
Whether it’s for gifting, spiritual rituals, or personal investment, these coins are a symbol of prosperity and auspicious beginnings, perfectly aligned with the spirit of Akshaya Tritiya. But what makes this launch truly special is that it’s not just a festive addition. Post Akshaya Tritiya, Kalyan Jewellers’ gold and silver coins will continue to be available on Instamart as part of their regular assortment, giving consumers year-round access to trusted, quality-assured precious metals with just a few taps.
Amitesh Jha, CEO of Instamart said, “We’re excited to welcome Kalyan Jewellers to our platform ahead of Akshaya Tritiya. With more customers embracing the convenience of quick commerce for festive and traditional purchases, this partnership is both timely and relevant. Our goal is to ensure that customers can access trusted, certified products like gold and silver coins with the same ease as they would groceries or other household purchases.”
With this latest offering, Instamart is reaffirming its position as the go-to destination for not just groceries, but moments of joy, celebration, and tradition, delivered instantly.
Speaking about the partnership, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “Akshaya Tritiya is a time-honoured tradition, and purchasing gold or silver on this day is considered especially auspicious. Through our collaboration with Swiggy’s Quick Commerce platform, Instamart, we are making it easier than ever to buy Kalyan gold and silver coins. Our offering includes 0.5g and 1g gold coins, along with 5g, 10g, and 20g silver coins – delivered straight to your doorstep in minutes. This provides customers with the flexibility to choose according to their needs, budgets, and convenience. This partnership allows us to integrate the auspiciousness of tradition with the ease and speed of modern living, ensuring the spirit of the festival remains.”
To celebrate this golden partnership, Instamart launched a striking on-ground activation named InstaGold. In Hyderabad, a high-footfall location was transformed with an eye-catching installation, completely covered in chocolate coins wrapped in identical gold foil. But here’s the twist: hidden among them were 5 real gold coins, indistinguishable from the rest. Each participant had just one chance to pick a coin and try their luck. This exciting, interactive experience captured the spirit of Akshaya Tritiya, bringing together tradition, surprise, and a dash of golden fortune in the most delightful way.
BrandBuzz
Indriya unveils ‘Devi’, a Navaratri Collection celebrating the Divine Feminine
Devi draws inspiration from ancient legends, divine motifs and cultural artistry, and embodies strength, grace, and the essence of the modern feminine journey
Indriya, Aditya Birla Jewellery, is proud to present ‘Devi’—a radiant new collection that celebrates the eternal feminine spirit. Launched in the auspicious lead-up to Navratri, ‘Devi’ is an ode to every woman, embodying strength, compassion, and grace, and reflecting the timeless essence of the Goddess within her.
At the heart of ‘Devi‘ is Mata ni Pachedi, a centuries-old textile art from Gujarat that depicts stories of the goddess through her devotees, floral motifs, and temple icons. Traditionally created with hand block printing and freehand painting, this craft has been reimagined in jewellery design, blending heritage with modern expression.
The collection also draws inspiration from the Kaliganthi, a revered necklace of seven amulet-shaped units symbolising the seven divine mothers. Once cherished by brides as a protective charm of heritage and legacy, its motifs are rediscovered in the context of Devi as timeless symbols of perseverance, power, and eternal beauty.
Speaking on the launch, Sandeep Kohli, CEO, Indriya, said, “At Indriya, our vision has always been to create jewellery that reflects artistry, emotion, and heritage. Devi is not just a collection. It is a celebration of the divinity within every woman. It reminds us that each woman carries the strength of the Goddess in her, resilient, radiant, and timeless.”
Abhishek Rastogi, Head of Design, Indriya, said, “The design journey of ‘Devi’ draws inspiration from revered motifs like Mata ni Pachedi and the Kaliganthi. Each piece integrates sacred symbolism—lotuses, celestial patterns, and amulets—with refined craftsmanship and modern sensibilities. The result is a collection that celebrates this feminine spirit.”
This creation is a reflection of Indriya’s deep commitment to preserving traditional kaarigari and celebrating the rich legacy of Gujarat through timeless design. With ‘Devi’, we continue our role as custodians of India’s artistic and historical narratives, giving heritage a contemporary voice that resonates today.
Since its inception in 2024, the brand has expanded rapidly across the country, establishing a strong presence in the North, South, and Western regions. With a growing network of now 29 stores across North, South, East and West India, including six in Delhi; four in Hyderabad; three each in Mumbai and Pune; two each in Ahmedabad, Jaipur, Patna, and in Uttar Pradesh—with one store each in Lucknow and Prayagraj; and one each in Indore, Jodhpur, Surat, Vijayawada, and Odisha—reflecting Indriya’s growing footprint and commitment to making finely crafted jewellery more accessible to consumers.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.