Akshaya Tritiya, observed on the third day of the Shukla Paksha of the Indian month of Vaisakh, signifies new beginnings and fresh opportunities. The festival is synonymous with wealth, prosperity and joy. On this occasion, platinum, a universal symbol of love, is a perfect buy. The true, natural white of platinum symbolizes purity, wealth, power and strength. Jewellery cast in unfading and unchanging platinum, retains its white colour and never fades or tarnishes despite the passage of time.

A universal symbol of love, rare and precious platinum, has stood the test of time to mark all the important milestones in one’s life, which makes it a perfect buy on this occasion.

The “Pt 950” hallmark on each piece of jewellery indicates its authenticity and purity, further enhancing its appeal for purchase on an auspicious day like Akshaya Tritiya.

Platinum jewellery has a collection of intricate pieces across three branded categories including the Platinum Love Bands collection for couples, Platinum Evara, comprising of neckwear, earrings and wristwear for women and Men of Platinum collection that includes chains, kadas and bracelets. This Akshaya Tritya, consumers can choose a wide range of precious jewellery with contemporary designs that’s available across different price points.

Commenting on this auspicious occasion, Vaishali Banerjee, Managing Director, Platinum Guild International-India said, “Akshaya Tritiya is considered one of the most auspicious occasions in the Indian festival calendar that symbolizes new beginnings and good fortune. Platinum, being a naturally pure, rare and white metal represents resilience and strength, making it a perfect option for celebrating new beginnings and attracting prosperity. Given the increasing inclination towards choosing pure, naturally white metals, all of us including our retail partners anticipate a surge in the sales of platinum jewellery on Akshaya Tritiya.”

John Alukka, Managing Director, Jos Alukkas said, “The younger generation is seeking unique and exquisite jewellery, particularly during festivals like Akshaya Tritiya. Platinum jewellery caters perfectly to this requirement. As this segment leans towards contemporary precious jewellery, we anticipate a notable upsurge in store traffic, particularly during Akshaya Tritiya, for platinum jewellery. Therefore, we have decided to focus our marketing efforts to cater to them during this auspicious occasion.”.

Joy Alukkas, Chairman, Joyalukkas India Pvt Ltd, “Akshay Tritiya is an extremely important purchase occasion for precious jewellery. We believe that the combination of a natural white hue, 95% purity and modern designs make platinum jewellery a perfect combination for this occasion. With an elaborate range of options in platinum jewellery across price points, we are confident that the customers will find what they are seeking on this auspicious occasion where white & pure is essential.”

Rajesh Kalyanaraman Executive Director of Kalyan Jewellers “Akshaya Tritiya signifies the start of a new year and a chance for a fresh beginning. Consumers are filled with optimism and enthusiasm as they prepare to celebrate this festival with much fervour. We expect a high demand for platinum jewellery to commemorate this significant occasion. The younger segment is driving the trend for platinum jewellery, and we expect this trend to gain momentum throughout the season. To further capitalize on this opportunity, we are introducing an exciting employee incentive program that rewards our colleagues on this auspicious occasion”.

Suvankar Sen, CEO & MD, Senco Gold & Diamonds, “Akshaya Tritiya is a festival that symbolizes new beginnings and is considered an auspicious time to buy gifts for family and loved ones. We have seen that Platinum, with its 95% purity, has seen an uptake among our consumers where pure and white is essential. We are hopeful that the positive momentum generated during Akshay Tritiya will continue throughout the festive season”.

Amarendran Vummidi, Partner, VUMMIDI BANGARU JEWELLERS said “For a considerable time, men have faced limited options when it comes to buying jewellery. Nonetheless, with a vast range of platinum jewellery now available, we are optimistic that men will find what they desire on the auspicious occasion of Akshaya Tritiya, where the emphasis on white and pure is crucial”.