Kalyan jewellers, Jewellery company

New Delhi, April 22 (life) With stay-at-home becoming the new normal, traditions are becoming increasingly challenging to practice. Akshaya Tritiya, one of the most auspicious days of the Hindu calendar, known to bring good fortune, prosperity and luck, being one of them. But with social distancing and lockdown rules, and brick-and mortar showrooms shut, consumers are short of options except look forward to an online facility to purchase gold for the occasion.Kalyan Jewellers has recently announced the launch of its Gold Ownership Certificate that can be purchased on the company website on or before Akshaya Tritiya.Customers can purchase gold from 2 grams upwards, and the Gold Ownership Certificate will be sent to them on the day of Akshaya Tritiya via email / WhatsApp or other customer recommended platforms.The Gold Ownership Certificate will indicate that the person now owns gold of a certain grammage/value, thus fulfilling the tradition of Akshaya Tritiya - which is about buying gold on that auspicious day. Once the lockdown is lifted, the customer can redeem their Gold Ownership Certificate against physical gold, in the form of jewellery or coins, on or before December 31, 2020. As the rate protection offer is also included in this certificate, customers get the additional benefit of protection against price fluctuations. If on the day of redemption, the price of gold is lower, then that rate will apply.Speaking about this programme Mr. T S Kalyanaraman, Chairman and MD, Kalyan Jewellers said, "This is the first time in decades that we are in a state of lockdown during the Akshaya Tritiya period. Over the past 25 odd years, we have developed a regular set of clientele who purchase gold on Akshaya Tritiya from our showrooms. It is a tradition that they follow every year. This time around, owing to the extension of the lockdown, our social media channels and customer relationship managers, are flooded with queries about purchasing gold on the auspicious day. This has promoted us to come up with a solution, to best serve our customers' needs.While we know that this temporary solution of the Gold Ownership Certificate is no match for the real thing, we are happy that we will be able to keep tradition going."This facility will be available on the company website 21st April onwards. Simply log in, choose the city of redemption, and buy. The option of off-setting the Gold Ownership Certificate against jewellery of the same grammage/value, might also be a very attractive proposition for families who had planned to buy some of their bridal jewellery on Akshaya Tritiya.( With inputs from IANS )

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