Akshaya Tritiyamarketing ideas

Wikipedia names rice, new goods or vessels, and gold among the items bought on the day. In our experience, many families also pick this day for other new purchases, such as appliances, vehicles, furniture and home goods. Others only visit a trusted shop. Not every family buys gold, and some buy only a small token.

Who decides, and when they start

At home, the family decides together, and an elder often has the last word on gold. Buyers start weeks before. They compare shops, check designs, ask about exchange terms and pre-book. By the day itself, the job is stock, queues and honest service.

Trust is the product

Gold is bought for purity. A buyer cannot test it at the counter. So the seller's proof is the sale. The Bureau of Indian Standards (BIS) hallmarking system gives you that proof, and the rules below explain it.

Hallmarking: the official rules

• The Hallmarking of Gold Jewellery and Gold Artefacts Order, 2020 (Gazette of 15 January 2020) covers gold jewellery and artefacts notified for hallmark. They shall be sold only by registered jewellers through certified sales outlets. They must conform to Indian Standard IS 1417:2016 and bear a hallmark under a BIS certificate of registration.
• The mandate applies district by district. BIS's phase-wise list, with the latest order dated 3 August 2026, numbers 392 districts. Check whether your district is on the list.
• The Order does not apply to some cases. They include articles meant for export, articles under two grams, articles of gold thread, and gold bullion in any shape, including a coin. BIS's FAQ adds Kundan, Polki and Jadau jewellery, gold watches and fountain pens, and jewellers with annual turnover up to ₹40 lakh.
• BIS's FAQ says registration is through the National Single Window System, with no fee. It says hallmarking is done once in the chain, by the one who makes the first point of sale.
• PIB says that from 1 April 2023, only jewellery with a six-digit alphanumeric Hallmark Unique Identification (HUID) can be sold by BIS-registered jewellers. A hallmark has three marks: the BIS logo, the purity, and the HUID.
• A buyer can verify a HUID with the Verify HUID option on the BIS Care app. It shows the jeweller's registration number, the hallmarking centre, the article type and the purity.
• BIS's FAQ says the bill should show the description of each article, the net weight of precious metal, the purity in carat and fineness, and the hallmarking charges.
• If hallmarked jewellery is of lower purity than marked, PIB and BIS say the buyer is entitled to compensation. It is two times the amount of the difference, worked out from the purity shortfall for the weight sold, plus the testing charges.
• BIS's FAQ says section 29 of the BIS Act, 2016 sets prison terms and fines for misuse of the hallmark. For some contraventions the fine is not less than one lakh rupees.

BIS lists amendments to the Order up to 2026. Always read the current order and the district list on bis.gov.in.

Coins, bars and silver

• Gold bullion in any shape, including a coin, is outside the mandatory rule. PIB says the BIS Care app lists coins among the article types for hallmarked items. Do not call a coin BIS hallmarked unless it is. Say exactly what you sell.
• PIB says silver hallmarking is voluntary. Since 1 September 2025, HUID is mandatory on any silver article that is hallmarked.
• The Securities and Exchange Board of India (SEBI) cautioned the public on 8 November 2025 about "Digital Gold" products. It said they are not SEBI-regulated gold products and operate outside its purview, and that none of the investor protection mechanisms of the securities market apply. If you sell digital gold, do not describe it as regulated.

Claims, urgency and investment talk

• The Advertising Standards Council of India (ASCI) Code, chapter I (dated 10 July 2025), says claims of fact must be capable of substantiation. Ads must not mislead by implication, omission, ambiguity or exaggeration.
• The Central Consumer Protection Authority's Dark Patterns Guidelines, 2023 define false urgency as falsely stating or implying urgency or scarcity to mislead a user.
• Do not say gold will rise, will never fall, or gives a fixed return. Do not call a purchase an investment or promise resale value. We give no investment advice, and we state no price.

• Weeks 8 to 6 before: Check that your registration and your district's coverage are in order. Plan stock and designs. Send articles for hallmarking early, since they must be hallmarked before sale. Train staff to show buyers how to verify a HUID.
• Weeks 6 to 4 before: Take photos and build the catalogue. Write exchange and making-charge terms in plain words. Set up WhatsApp lists with permission. Update your Google Business Profile.
• Weeks 4 to 2 before: Open pre-booking with clear terms. Put up boards and ads with no prices and no return claims. Publish your hours for the two days.
• The last 2 weeks: Check stock daily. Confirm staff and security for the rush. Prepare a queue plan and a verification corner.
• The day: Keep service calm and honest. Show the HUID check. Give clear bills.
• After: Thank buyers. Ask for reviews. Record the numbers and what you will change next year.

• A verification corner where staff show buyers the BIS Care app check on any piece.
• Pre-booking of designs with clear terms and a written exchange policy.
• Plain-word price build-up on the bill: weight, purity, making charge, hallmarking charge and tax. See our jewellery industry page and retail and jewellery page.
• Wedding-season tie-ins for families who start buying early. See our guide to wedding season marketing.
• Photography of designs. See our photography service.

Coin, bar and silver sellers

• State exactly what each item is: weight, purity and what marks it carries. Say if it is not hallmarked.
• Give a clear bill and packaging.
• Avoid words like investment, safe or sure. Do not promise buy-back at a stated value unless you can honour it in writing.

Utensils, appliances, vehicles and home goods

• Offers on new vessels, appliances and home goods, with the reason stated.
• Pre-booked deliveries and clear installation dates.
• For vehicle dealers, delivery-on-the-day slots with clear paperwork.

Grocers, sweet shops and florists

• Festival packs with rice and sweets at a clear price.
• Pre-orders with a cut-off time.
• Fresh flowers by booking, with clear delivery slots.

Business-to-business and dealers

• Dealer schemes with a clear start and end date and a payout sheet.
• Greetings to customers from the account owner, with no sales pressure.

It spends ₹60,000 on photos, catalogues, boards, WhatsApp, small ads and staff training. It gets 60 pre-bookings that turn into sales. Each leaves ₹2,000 after costs. That is ₹1,20,000 in margin. Cost per booking is ₹60,000 divided by 60, which is ₹1,000. The return is (₹1,20,000 minus ₹60,000) divided by ₹60,000, which is 100 percent.

It notes that most pre-bookings came from past buyers on WhatsApp, and that buyers who saw the HUID check bought more readily. This is not a promise of any result.