Instamart, Kalyan Jewellers Launch Gold Rate Protection for Akshaya Tritiya

Chennai, April 2026: In a move aimed at easing gold purchases during the festive season, Instamart has partnered with Kalyan Jewellers to introduce a “Gold Rate Protection” feature ahead of Akshaya Tritiya.
The initiative allows customers to lock in the current gold price and complete their purchase on the day of the festival at whichever rate is lower — the pre-booked price or the prevailing market rate.

Gold buying holds cultural and financial significance during Akshaya Tritiya, symbolising prosperity and new beginnings. With fluctuating gold prices, the new feature aims to provide buyers with both convenience and price assurance.

How the scheme works

Customers can pre-book eligible BIS-hallmarked gold coins from Kalyan Jewellers on the Instamart app between April 10 and April 16, 2026, by paying a 5% advance. The booking amount starts at ₹500 for a 0.5 gram gold coin.

The final purchase can be completed on April 19, between 8:00 AM and 12:00 PM IST. Buyers will pay the lower of the two prices — either the rate at the time of booking or the rate on the day of delivery.

As part of the offer, all pre-booking customers will receive a complimentary silver coin, subject to availability and terms.

Industry perspective

Arjun Choudhary, Vice President – Growth at Instamart, said the feature is designed to help customers navigate price volatility with greater confidence during important occasions.

Ramesh Kalyanaraman, Executive Director at Kalyan Jewellers, noted that gold rate protection has been popular in physical showrooms and is now being extended to quick commerce platforms for the first time.

Growing trend

The collaboration reflects the rising role of quick commerce platforms in high-value purchases. Instamart reported a more than 500% increase in gold and silver coin sales during last year’s Akshaya Tritiya compared to Dhanteras.

All products offered under the scheme are 24-karat BIS hallmarked gold coins, with availability subject to applicable terms and conditions.