Akshaya Tritiya 2023: Akshaya Tritiya is celebrated every year on the third day of the Hindu month of Vaisakha (April-May). This year, Akshaya Tritiya will be observed on Saturday, April 22, 2023. People buy gold on this auspicious day as they believe it brings success that will increase with time. Apart from buying new pieces, people also exchange their old jewellery.

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Meanwhile, while gold is the most sought-after metal to purchase on Akshaya Tritiya, some brands are trying to burst this myth by offering lucrative discounts on diamond jewellery.

Let's have a look at the discounts and offers being provided by some jewellery retailers.

CaratLane

CaratLane, a physical and online jewellery retailer and Tanishq partner, is offering 20 per cent off on diamonds.

PP Jewellers

PP Jewellers, one of the famous retailers that deals in gold jewellery, is offering a 50 per cent discount on making charges for gold jewellery on this Akshaya Tritya.

Candere by Kalyan Jewellers

Candere by Kalyan Jewellers is offering Candere’s 100% lifetime exchange value on diamond jewellery. Their campaign is live till April 23, 2023. It is also offering exclusive deals of up to 100 per cent off on making charges for gold and diamond jewellery, in addition to an instant bank discount of up to 5 per cent on diamonds and up to 3 on gold jewellery on debit and credit cards of all leading banks.

When ZeeBiz.com asked Rupesh Jain, founder and CEO of Candere by Kalyan Jewellers, about the overall rate of exchange of jewellery during the usual days of the year and Akshaya Tritya, he said, "During the usual days of the year, we witness a 5 per cent exchange of jewellery from our repeat or new customers. However, the percentage increases during the campaign days owing to multiple offers, exclusive deals, etc. During this Akshaya Tritiya campaign period, we have observed about an 8 per cent rise in the exchange of old jewellery purchases.

Ausper

Ausper, a new-age tech platform, also unveiled an exclusive wallet for buying gold. They have introduced a muhurat-based gold purchase solution, ‘ausper Sense’. With an ausper Sense card, one can start investing in gold for as little as Rs 100.

Malabar Gold and Diamonds

Malabar Gold and Diamonds is offering 100mg of gold coin as a gift on every purchase of Rs 30,000 and 250mg of gold coin for diamond, gemstone, and polki jewellery.

Tanishq

Tata Group's jewellery brand Tanishq has introduced limited-edition Chola-dynasty-inspired collectible coins on this Akshaya Tritya.

Coins named Nataraj Nanayam, Vetriyin Kaarigai Nanayam, Karanthai Victory Nanayam, and Rajendra Chozha Nanayam, among others, form part of the regal coin collection.