Page 28 - Bullion World issue 2 June 2021

Bullion World | Issue 02 | June 2021

Gold trade

scene on

Akshay

Tritiya 2021

With the second wave of Covid-19 Overall, combined sales across “The run-up to Akshay Tritiya
across India, major states were under platforms are estimated to be at around 2021 was not exciting as there
lockdown. Akshaya Tritiya which is 300 kgs. We’ve seen a 2.5-3x increase were lot of factors like surge in
the second biggest Gold buying day this Akshaya Tritiya on various partner Covid-19 cases , strict Lockdown
observed a dull demand. The physical platforms, compared with last year. With measures, Oxygen shortage
demand was a major hit but digital over 40-50 platforms such as banks, leading to deaths, Emotional
investment took a peak.We have asked mobile wallets, jewellers, and other apps Dampness in the festive spirit,
a few digital platforms, their review of the now offering the product, consumer Physical restrictions and the lost
day and how was the business overall. demand is expected to be bullish”. goes on. We too had no choice
but to follow the protocol and
"Digital gold emerged as the perfect Rhea Chaterji, execute within our limits keeping
solution for Indian families who were Head of Consumer Business, in mind safety of our Team
unable to step out of their home this SafeGold Members.
Akshaya Tritiya. With new platforms such
as Tanishq, CaratLane, IIFL Securities, Against all odds we saw 400%
and Airtel Payments Bank now offering jump in Organic Search Traffic to
Digital Gold products to their customers our platform (Analytics Attached)
through partnerships with SafeGold, and buying GOLD during this
more customers than ever have opted to auspicious occasion continued on
purchase gold through such channels. our platform. Special Mention to
Especially, leading jewellers such as Brands like MMTC-PAMP , RSBL
Tanishq selling digital gold now is a huge , KUNDAN who were ready
boost for the credibility of the product. to support our platform even

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