Akshaya Tritiya：黄金价格飙升，轻质珠宝和硬币销量激增

在 Akshaya Tritiya，由于金价比去年水平高出 20%，轻质珠宝和贵金属硬币的需求量很大。 Tanishq 等领先珠宝商预计，价格在 5 万至 10 万卢比之间的轻质珠宝将推动销售额增长 20%。 Blinkit 和 Swiggy Instamart 等快速商务平台的需求也激增，10 分钟内就能送达金币和银币。

Akshaya Tritiya: Lightweight Jewellery, Coins Drive Sales Amid Elevated Gold Prices

Akshaya Tritiya：轻质珠宝、硬币在金价上涨的情况下推动销售

On the auspicious occasion of Akshaya Tritiya, which is traditionally considered an auspicious time to purchase gold, lightweight jewellery and precious metal coins accounted for the majority of consumer demand, industry executives have reported. The surge in gold demand was observed despite a significant increase in prices compared to the previous year.

行业高管表示，在传统上被认为是购买黄金的吉祥时刻的吉祥节日中，轻质珠宝和贵金属硬币占据了消费者需求的大部分。尽管价格较上年大幅上涨，但黄金需求仍大幅增长。

Tanishq, a leading jewellery retailer, estimated a potential increase in sales revenue of up to 20% over the previous Akshaya Tritiya, primarily driven by lightweight jewellery priced between ₹50,000 and ₹1 lakh. Similar trends were observed by other prominent jewellers such as Joyalukkas, Senco Gold & Diamonds, and Malabar Gold & Diamonds.

领先的珠宝零售商 Tanishq 估计，销售收入比之前的 Akshaya Tritiya 潜在增长高达 20%，这主要是由价格在 5 万至 10 万卢比之间的轻质珠宝推动的。 Joyalukkas、Senco Gold & Diamonds 和 Malabar Gold & Diamonds 等其他知名珠宝商也观察到了类似的趋势。

Quick commerce platforms, including Blinkit, Zepto, and Swiggy Instamart, capitalized on the opportunity by offering delivery of gold and silver coins within 10 minutes. While most platforms reported a surge in demand, they declined to disclose absolute or growth figures.

包括 Blinkit、Zepto 和 Swiggy Instamart 在内的快速商务平台利用这一机会，提供 10 分钟内金币和银币的送达服务。虽然大多数平台报告需求激增，但他们拒绝透露绝对或增长数字。

As of May 10, 2023, the day of Akshaya Tritiya, gold was trading at ₹72,633 per 10 grams, representing a notable increase from ₹60,600 on April 22, 2022. Silver prices also experienced a climb during the same period, rising by 26% to ₹84,225 per kilogram.

截至 2023 年 5 月 10 日，即 Akshaya Tritiya 日，黄金交易价格为每 10 克 72,633 卢比，较 2022 年 4 月 22 日的 60,600 卢比显着上涨。同期白银价格也出现攀升，上涨了 26 % 至每公斤 84,225 卢比。

"We have introduced 10,000 designs of lightweight jewellery and anticipate a sales increase of up to 20% (compared to last year's Akshaya Tritiya)," stated Ajoy Chawla, Chief Executive of Tanishq. "While the summer heat, ongoing elections, and high gold prices have slightly dampened the mood, there is a pent-up demand in the market. Akshaya Tritiya sales will continue on Saturday and Sunday as well. We are also witnessing strong sales of low denomination gold coins."

Tanishq 首席执行官 Ajoy Chawla 表示：“我们已经推出了 10,000 种轻质珠宝设计，预计销量将增长高达 20%（与去年的 Akshaya Tritiya 相比）。” “虽然夏季炎热、正在进行的选举和高金价略微抑制了人们的情绪，但市场上仍有被压抑的需求。Akshaya Tritiya 的销售也将在周六和周日继续进行。我们还见证了低价黄金的强劲销售。面额金币。”

Tanishq adopted various incentives to cater to customer convenience, including home collection of payments due to election-related cash restrictions.

Tanishq 采取了各种激励措施来满足客户的便利，包括由于选举相关的现金限制而上门收取付款。

Industry executives noted a disparity in demand across different regions, with more price-sensitive eastern markets exhibiting lower sales compared to other parts of India. "We have observed a 7-10% growth in value terms, but there has been a volume degrowth of nearly 15-18%," said Suvankar Sen, Managing Director of Kolkata-based Senco Gold & Diamonds. "Footfall has also declined by 10-15%. Nonetheless, we have witnessed increased sales of wedding jewellery and lightweight and everyday jewellery in diamonds and platinum."

行业高管指出，不同地区的需求存在差异，与印度其他地区相比，对价格更为敏感的东部市场的销售额较低。加尔各答 Senco Gold & Diamonds 董事总经理 Suvankar Sen 表示：“我们观察到价值增长了 7-10%，但数量下降了近 15-18%。” “客流量也下降了 10-15%。尽管如此，我们还是见证了婚礼珠宝以及钻石和铂金轻质日常珠宝的销量增长。”

Joy Alukkas, Chairman of the Kerala-based Joyalukkas Group, concurred that most of the company's customers on its online platform favored lightweight jewellery. "Earrings and pendant sets are particularly popular with online shoppers. Additionally, there is significant interest in coins and gold bars. Furthermore, we have observed a noticeable demand for necklaces in our physical stores," he said.

总部位于喀拉拉邦的 Joyalukkas 集团董事长 Joy Alukkas 同意，该公司在线平台上的大多数客户都青睐轻质珠宝。 “耳环和吊坠套装特别受网上购物者欢迎。此外，人们对硬币和金条也很感兴趣。此外，我们还发现实体店对项链的需求量很大，”他说。

Southern India accounted for over 40% of India's annual gold consumption, estimated at 800-850 tonnes. "Half gram and 1 gram gold beans, which we recently introduced, have received a highly enthusiastic response across all ages," said Suvankar Sen of Senco. "We have, in fact, faced supply shortages both online and offline."

印度南部占印度年度黄金消费量的 40% 以上，估计为 800-850 吨。 Senco 的 Suvankar Sen 表示：“我们最近推出的半克和 1 克金豆受到了各个年龄段的热烈反响。” “事实上，我们在线上和线下都面临着供应短缺的问题。”

Quick Uptick in Online Sales

在线销售快速增长

Online platforms witnessed brisk sales of 1 gram gold and 10 gram silver coins. Swiggy Instamart, in collaboration with Malabar Gold and Muthoot Exim, facilitated the delivery of coins. Phani Kishan A, Swiggy's Instamart Head, announced that the platform received its first order for coins at 12:21 am from Chandigarh. "Orders for gold and silver coins began at midnight on Akshaya Tritiya and are now flying off the shelves!" he exclaimed. He also shared a graph illustrating the surge in coin orders on Instamart from 6 am onwards, indicating that coin sales were six times higher compared to Dhanteras in October 2022.

网络平台1克金币、10克银币销售旺盛。 Swiggy Instamart 与 Malabar Gold 和 Muthoot Exim 合作，促进了硬币的交付。 Swiggy 的 Instamart 负责人 Phani Kishan A 宣布，该平台于凌晨 12:21 收到来自昌迪加尔的第一笔硬币订单。 “Akshaya Tritiya 的金币和银币订单已于午夜开始，现已售罄！”他惊呼道。他还分享了一张图表，显示 Instamart 上的硬币订单从早上 6 点开始激增，表明硬币销量是 2022 年 10 月 Dhanteras 的六倍。

Zepto partnered with the investment tech platform Jar to sell gold coins from its in-house jewellery brand, Nek. "As of 5 pm today (Friday), we have delivered over 20 kg of gold and silver coins," reported Aadit Palicha, Zepto's Co-Founder and Chief Executive. "We are on track to surpass our total sales from last year's Diwali," he noted in a LinkedIn post.

Zepto 与投资科技平台 Jar 合作，销售其自有珠宝品牌 Nek 的金币。 Zepto 联合创始人兼首席执行官 Aadit Palicha 表示：“截至今天（周五）下午 5 点，我们已交付超过 20 公斤金币和银币。” “我们有望超越去年排灯节的总销售额，”他在 LinkedIn 帖子中指出。

Blinkit's Chief Executive, Albinder Dhindsa, previously announced on Twitter that the company would cater to demands for authentic gold and silver coins "and more in 10 minutes."

Blinkit 首席执行官 Albinder Dhindsa 此前在 Twitter 上宣布，该公司将“在 10 分钟内”满足对真金币和银币的需求。

With contributions from Jessica Rajan in New Delhi.

来自新德里的杰西卡·拉詹 (Jessica Rajan) 的贡献。