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
Jagannath Gangaram Pednekar Jewellers Unveils ‘The Godhadi Effect’, A Heartfelt Film Reimagining Gold Exchange Through Family Memories
~ Starring Jitendra Joshi, Madhurani Gokhale, Sai Godbole, and Pradeep Welankar, the Marathi short film celebrates the emotions woven into family heirlooms while offering a fresh perspective on gold exchange ~
Indian heritage jewellery brand Jagannath Gangaram Pednekar (JGP) Jewellers has unveiled ‘The Godhadi Effect’, a heartfelt Marathi short film that explores the emotional bond families share with their jewellery while gently encouraging a fresh perspective on gold exchange.
Starring acclaimed Marathi actors Jitendra Joshi, Madhurani Gokhale, Sai Godbole and Pradeep Welankar, the film beautifully captures the relationships, memories and traditions that are often passed down through treasured pieces of jewellery. Inspired by the godhadi—a traditional quilt lovingly stitched together from cherished pieces of fabric—the story reflects how memories continue to live on across generations, even as they take new forms.
The film marks JGP Jewellers’ second storytelling-led campaign featuring the same ensemble cast, following its widely appreciated festive film, ‘The Result’, which celebrated equality in modern families. Through meaningful storytelling rooted in everyday life, the brand continues to create narratives that connect with audiences beyond jewellery.
At its heart, ‘The Godhadi Effect’ aims to create awareness around gold exchange by encouraging families to see their old jewellery not just as precious memories, but to create new ones.
Speaking about the initiative, Asavari Pednekar, Managing Director, Jagannath Gangaram Pednekar (JGP) Jewellers, said:
“Every piece of jewellery has a story – it reflects celebrations, relationships and memories that stay with us for generations. With ‘The Godhadi Effect’, we wanted to celebrate these emotions while encouraging families to look at gold exchange through a new lens. We hope the film resonates with families and inspires meaningful conversations around preserving both memories and value.” Our Brand Agency, ADbhoot, has conceptualized and developed this film.
With ‘The Godhadi Effect’, JGP Jewellers continues to reinforce its belief that jewellery is far more than an ornament. Through stories that celebrate everyday relationships and timeless values, the brand continues to strengthen its emotional connection with customers while remaining rooted in trust, craftsmanship and family traditions.
About Jagannath Gangaram Pednekar (JGP) Jewellers
Founded in 1950, JGP Jewellers (Jagannath Gangaram Pednekar Jewellers) is a trusted jewellery retailer with a strong presence across Maharashtra and Goa. Renowned for its commitment to purity, transparency, craftsmanship, and customer trust, the brand offers an extensive collection of gold, diamond, silver, and bridal jewellery that blends traditional artistry with contemporary design. Today, with 25 stores and a legacy spanning over seven decades, JGP Jewellers continues to serve generations of customers across the region.
You can watch the campaign here:
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