National News
KISNA Diamond & Gold Jewellery launches KISNA Digital Gold in partnership with SafeGold, expanding its omnichannel gold ecosystem
The launch underscores Limelight’s rapid national expansion as it continues to strengthen its retail presence across India.
- Marks KISNA’s entry into digital gold ownership, strengthening its omnichannel gold ecosystem
- Allows customers to start owning gold digitally from Rs.10 with no lock-in
- Bridges digital gold ownership with physical jewellery redemption across KISNA’s retail network
KISNA Diamond and Gold Jewellery, one of India’s foremost jewellery brands, today announced the launch of KISNA Digital Gold, a strategic move marking its entry into digital gold ownership through a partnership with SafeGold, a product of Digital Gold India Private Limited (DGIPL).
The launch marks KISNA’s entry into digital gold ownership, strengthening its omnichannel gold ecosystem and expanding how customers can engage with gold across digital and physical touchpoints. Through this partnership, KISNA enables customers to buy, sell and redeem digital gold in a safe, transparent and flexible manner, while extending the trust and credibility of its jewellery legacy into a seamless digital-first experience.
KISNA Digital Gold allows customers to begin their gold purchase with an amount as low as Rs.10, significantly lowering the entry barrier to gold ownership. Customers can buy gold in fractional quantities at live market-linked prices, with holdings credited in grams up to four decimal places.
The digital gold purchased is 24-karat gold of 995 fineness or higher purity, stored securely in insured vaults operated by internationally recognised precious metals custodians, with customers retaining full ownership at all times. Customers have the flexibility to sell their digital gold at prevailing prices or redeem it against physical gold jewellery at KISNA stores across India.
Commenting on the launch, Parag Shah, CEO, KISNA Diamond & Gold Jewellery, said: “The launch of KISNA Digital Gold marks a strategic step in expanding how consumers engage with gold. Enabled through SafeGold, the offering allows customers to start with just ₹10 and transact without any lock-in, making gold ownership more accessible and transparent. Over time, we see digital gold becoming a gateway to deeper jewellery relationships, allowing consumers to plan, save and seamlessly convert their digital holdings into physical jewellery through our retail network.”
Commenting on the partnership Rhea Chaterji, COO and Co-founder, SafeGold said: “Our partnership with KISNA brings together trusted jewellery craftsmanship and secure digital gold infrastructure. By combining asset-backed gold ownership, independent trustee oversight and insured custody, we aim to make digital gold a simple, transparent and reliable option for consumers looking to own gold with confidence.”
How KISNA Digital Gold works
- Digital onboarding: Customers register on KISNA’s platform using basic details and a valid PAN card.
- Buy gold starting at ₹10: Gold can be purchased at live prices in flexible amounts.
- Secure custody: Purchased gold is stored in insured vaults with independent trustee oversight to safeguard customer ownership.
- Transparent tracking: Customers can access real-time balances, invoices and holding statements online.
- Sell or redeem: Gold can be sold digitally at prevailing prices or redeemed for physical jewellery at KISNA stores nationwide.
There is no lock-in period, offering customers complete flexibility in managing their gold holdings. The offering is currently available to resident Indian customers with a valid PAN card. While buying and selling is enabled digitally through the platform, customers can redeem their digital gold balance at KISNA’s extensive network of stores, seamlessly bridging digital ownership with in-store craftsmanship.
This launch reinforces KISNA’s long-term focus on accessibility, trust and customer-centric innovation, while adapting to evolving consumer preferences around flexibility, transparency and digital convenience in gold ownership.
KISNA Digital Gold represents ownership of physical gold and is not a regulated financial product or deposit, but a digital method of purchasing gold for personal use.
National News
Akshaya Tritiya 2026:Indian Consumers Balanced Record-High Prices With Age-Old Traditions
Narrative Of This Season Was One Of Value Over Volume
In the grand tapestry of Indian traditions, few threads shine as brightly as Akshaya Tritiya. Known as the day of “never-diminishing” prosperity, it is a time when the spiritual and the material converge. This year, as the sun rose on April 19, 2026, the festival once again transformed bustling markets into golden corridors of hope and heritage.
Despite the headwinds of record-high prices—with 24K gold touching nearly Rs. 1,56,000 per 10 grams—the Indian consumer’s bond with the yellow metal remained unbreakable. The narrative of this season, however, was one of “Value over Volume,” as buyers navigated a complex landscape of economic prudence and unwavering faith.
A Legacy of Trust and Gratitude
For established houses, the festival was a validation of decades of service. Kishorkumar Jindatta Shah, Chairman of Chandukaka Saraf, noted the profound emotional connection underlying the commercial activity:
“Akshay Tritiya has always been a symbol of prosperity, and this year, we are truly grateful for the overwhelming response from our customers. The strong sales reflect not just festive sentiment but also the trust our patrons place in us. We sincerely thank our customers for choosing Chandukaka Saraf and being a part of our journey.”
Regional Reverence: The Southern Stronghold
Nowhere was the fervor more palpable than in South India, the ancestral heartland of the festival. Accountable for nearly 40% of national sales, the region saw a unique blend of traditional reverence and modern pragmatism.
Surabi Karthik, State Vice President of IBJA Tamil Nadu and President of the South India Bullion Association, offered a candid look at the regional performance:
“This Akshaya Tritiya, it was truly heartening to see our customers keeping their traditions alive. Gold and silver purchases flowed in on this auspicious day. However, we must be honest—the volumes, especially across Tamil Nadu, were lower than expected. There are two primary catalysts for this dip: a surge in heavy buying that had already occurred between October and February, and the restrictive Election Code of Conduct, which dampened market sentiment.”
Dr. Chetan Kumar Mehta, President of JAB-CMD at Laxmi Diamonds, Bengaluru, observed:
“This Akshaya Tritiya witnessed robust jewellery sales across South India, reflecting sustained consumer enthusiasm. With Akshaya Tritiya having its origins in South India, consumers have a strong emotional connection. While the overall volume remained largely in line with last year, the value of purchases saw a noticeable increase, driven by higher gold prices and evolving buying preferences.”
The Shift Toward “Functional Luxury”
The high-price environment of 2026 sparked a creative shift in consumer choice. The trend moved away from heavy, “locker-bound” pieces toward lightweight and versatile designs that offer daily utility.
Dr. Chetan Kumar Mehta highlighted a prominent trend:
“Demand was particularly strong for lightweight jewellery, indicating a shift towards more contemporary designs. Additionally, consumers were actively exchanging old gold for new.”
Ashish Pethe, Partner at Waman Hari Pethe Jewellers, described a balanced market:
“Strong walk-ins throughout the day, balanced traction across gold, silver, and diamond segments, and sustained strength in bullion made this Akshay Tritiya a well-rounded success.”
Resilience Amidst the “Election Environment”
The 2026 season was not without its hurdles. With the nation in the midst of an election cycle, strict regulations on cash movement and the presence of the Model Code of Conduct created a more cautious atmosphere in certain corridors.
Anantha Padmanabhan, CMD of NAC Jewellers, reflected on this unique dynamic:
“Akshaya Tritiya continues to embody prosperity and tradition. This year, we have observed a modest moderation in sales, influenced by the prevailing election environment. However, the intrinsic trust in gold as a timeless asset remains unwavering.”
Gold as Financial Prudence
Perhaps the most significant takeaway from 2026 is the evolving psychology of the Indian buyer. Gold is no longer just an ornament; it is being cemented as a cornerstone of a disciplined financial portfolio.
Dr. B. Govindan, Chairman of Bhima Jewellery, explains this transition:
“The steady demand, despite record prices, reflects a clear shift in customer thinking. Buyers are focusing more on long-term security than short-term price movements. The preference for simple jewellery and investment coins shows that gold is being viewed not just as ornamentation, but as a reliable asset that blends tradition with financial prudence.”
As the doors of the jewellery showrooms closed and the Muhurat ended, one truth remained: whether through a 2-gram gold coin or a contemporary diamond-studded pendant, the spirit of Akshaya Tritiya endured. It is a festival that celebrates not just what we buy, but the enduring legacy of prosperity we hope to leave behind.
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