National News
VBJ Announces Divine Diwali Offer Ahead Of Festive Season
VBJ Offers Festive Discounts Across Jewellery Categories, Old Gold Exchange Benefits and Bank Card Savings
VBJ, Vummidi Bangaru Jewellers, India’s most trusted heirloom jewellery brand, has announced its Divine Diwali offer, running until 8th November 2026. The festive campaign brings a range of benefits across gold, diamond, platinum and precious stone jewellery, along with silverware, offering customers greater value as they prepare for the festive season.


Customers can avail 20% off on making charges and value addition (VA) on gold, diamond, platinum and precious stone jewellery and silverware. The campaign also includes 10% off on silver jewellery and Rs 125 extra per gram on exchange of old gold. In addition, customers can avail instant discounts of up to Rs 10,000 on purchases made using HDFC Bank credit cards. The offers are available across VBJ stores in Anna Salai and Anna Nagar, subject to applicable offer terms.
Commenting on the campaign, Amarendran Vummidi, Managing Partner, VBJ, said:

“Diwali is a significant period for jewellery purchases. Through our Divine Diwali offer, we aim to provide added value across our collections for our customers. The campaign reflects our continued effort to make the festive shopping experience rewarding while offering a wide selection across all jewellery categories.”
Jithendra Vummidi, Managing Partner, VBJ, added:
“Jewellery often carries meaning beyond the occasion for which it is purchased. It can become part of a family’s celebrations and traditions, passed down and worn across generations. At VBJ, our design approach draws on 126 years of experience, bringing together traditional influences, contemporary preferences and close attention to detail. As customers explore jewellery for Diwali, we remain focused on offering a range of designs and standards of workmanship that reflect our legacy while meeting the needs of today’s buyers.”

As a fifth-generation family-run brand, VBJ takes immense pride in its legacy as the creator of the historic Sengol (sceptre) – a sacred symbol of India’s democratic journey. Rediscovered after 72 years through meticulous research by the VBJ team, the Sengol was reinstated beside the Speaker’s chair in India’s new Parliament building, Sansad Bhavan, by Hon’ble Prime Minister Narendra Modi, marking VBJ’s enduring bond with India’s cultural and national heritage. Continuing a legacy of trust and tradition spanning over 126 years, VBJ is now set to unveil its largest jewellery showroom on Coimbatore’s 100 Feet Road.

The Divine Diwali campaign builds on VBJ’s commitment to bringing together its heritage, design expertise and a broad selection of jewellery and silverware for customers during one of the year’s most important festive shopping periods.
National News
NPCI Defers Rollout Of UPI Merchant Discount Rate Until After Diwali
Given Typical Retail Margins Of 2%–6% On Bullion and Plain Gold Jewellery, Absorbing A 0.4% Fee—Or Up To ₹300 Per Large Transaction—Would Have Directly Eaten Into Festive Profitability. The Deferral Keeps Bottom Lines Protected Through Dhanteras and Diwali.
The National Payments Corporation of India’s (NPCI) UPI and Services Steering Committee has deferred the implementation of Merchant Discount Rates (MDR) on select person-to-merchant (P2M) UPI transactions until immediately after Diwali.
The move aims to protect consumer sentiment and keep operational costs steady for businesses during the peak festive shopping season. A specific implementation date will be announced separately.
Key Highlights
- Festive Relief for Retail: The deferment ensures merchants face no additional payment processing costs during peak festive demand, helping avoid disruptions to consumer spending.
- The Approved MDR Structure:
- Applies only to eligible P2M transactions above Rs 2,000 at a rate of 0.4%.
- Capped at Rs 300 for high-value transactions of Rs 75,000 and above.
- Everyday low-value payments and small merchants remain fully exempt, preserving zero-cost digital transactions for general consumers.
- Timeline Adjustment: Originally notified on September 15 for an October 15 rollout, the framework will now take effect post-Diwali, giving banks, payment aggregators, and merchants additional runway to align their systems and communicate terms clearly.
Jewellery purchase values routinely exceed the Rs 2,000 threshold and frequently touch or surpass the Rs 75,000 cap. Given typical retail margins of 2%–6% on bullion and plain gold jewellery, absorbing a 0.4% fee—or up to Rs 300 per large transaction—would have directly eaten into festive profitability. The deferral keeps bottom lines protected through Dhanteras and Diwali.
Introducing transaction fees just as footfall surges would have forced retailers to decide whether to absorb the cost or pass it on to buyers (via checkout surcharges or selective discounts). Avoiding this choice prevents awkward billing counter negotiations and cart abandonment during rush hours.
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