In a move aimed at easing festive gold purchases, Instamart has partnered with Kalyan Jewellers to introduce a Gold Rate Protection feature ahead of Akshaya Tritiya. The initiative allows customers to lock current gold prices and pay the lower rate between the booking day and the festival day. Under the offer, consumers can pre-book BIS hallmarked gold coins between April 10 and April 16 by paying a 5% advance, starting at ₹500 for 0.5 gm. The final purchase can be completed on April 19 between 8 AM and 12 PM at the lower of the two prices. Customers will also receive a complimentary silver coin, subject to availability.
Arjun Choudhary, VP Growth at Instamart, said the feature is designed to give consumers confidence amid fluctuating gold prices. Ramesh Kalyanaraman of Kalyan Jewellers added that the initiative extends a popular in-store feature to quick commerce for the first time.
In Kolkata, where gold buying during Akshaya Tritiya is deeply rooted in tradition, jewellers and buyers are increasingly turning to digital platforms for convenience and price assurance. Market observers say such features could boost online gold coin sales in the city, especially among younger consumers seeking transparent pricing and doorstep delivery.
