• Allows customers to freeze gold prices with a 25% advance during a defined period
• Akshaya Tritiya contributes nearly 15–18% to annual revenue, reinforcing its significance as a peak demand window
• Ensures customers pay the lower of the booking-day or invoicing-day gold rates
  Designed to help festive and wedding buyers plan purchases amid price volatility
• KISNA Diamond and Gold Jewellery, one of India’s foremost jewellery brands, today announced the launch of its Gold Rate Protection Plan, a strategic initiative aimed at helping customers navigate gold price volatility and plan their festive purchases with greater confidence ahead of Akshaya Tritiya.

Introduced in the run-up to the festive season, the plan allows customers to lock in prevailing gold rates by booking their jewellery in advance during a defined promotional window. The initiative reflects KISNA’s continued focus on offering customer-centric solutions that combine value, transparency and flexibility during key purchase occasions.

Under the Gold Rate Protection Plan, customers can freeze the gold rate by paying a 25% advance on their selected jewellery. The plan remains valid until April 19, coinciding with Akshaya Tritiya. Customers can select their jewellery in advance and complete the final purchase on the festive day, ensuring both convenience and price assurance.

The plan has been structured to safeguard customers against price fluctuations, ensuring that they are billed at the lower of the gold rate on the day of booking or the day of final invoicing. This mechanism enables customers to remain protected regardless of market movements, offering a clear advantage in a volatile pricing environment.

The offer is valid across gold and diamond-studded jewellery categories and is available at all KISNA exclusive brand showrooms. It is specifically designed for festive and wedding buyers planning purchases during the season, rather than for investment-led buying such as coins or bullion.

As this is the first time KISNA has introduced such a proposition, the brand expects the plan to contribute approximately 25% of its monthly business, with early consumer response indicating encouraging traction. Participation is expected to build further as awareness increases closer to the festive period.

Commenting on the launch, Mr. Ghanshyam Dholakia, Founder & Managing Director, Hari Krishna Exports and KISNA Diamond and Gold Jewellery, said:

“In a volatile gold price environment, the industry is seeing increasing unpredictability in purchase cycles, especially around key festive periods. For us, Akshaya Tritiya contributes nearly 15% to 18% of our annual revenue, making it a critical business window. Structured offerings like the Gold Rate Protection Plan help bring greater visibility to demand while encouraging advance bookings and strengthening conversions during this period.”

Commenting on the launch, Parag Shah, CEO, KISNA Diamond & Gold Jewellery, said:

“With gold prices witnessing ongoing fluctuations, customers are becoming more cautious and value-conscious in their purchase decisions. The Gold Rate Protection Plan has been introduced to address this need by offering price assurance and flexibility. It allows customers to plan their purchases in advance without worrying about market volatility, while ensuring they benefit from the most favourable pricing.”

Akshaya Tritiya remains a key purchase occasion for jewellery, with consumer sentiment closely linked to gold price movements. As buyers become more value-conscious and shift towards lightweight and studded jewellery, the Gold Rate Protection Plan positions KISNA to drive stronger consideration and conversions during the festive period.