Buying gold this Akshaya Tritiya? Amazon, Instamart roll out offers, price-lock feature

Akshaya Tritiya is around the corner, and on the occasion of this auspicious festival, Instamart has partnered with Kalyan Jewellers to make it easier for gold buyers to plan their jewellery purchases despite the price fluctuations. The collaboration is offering Gold Rate Protection - a first-of-its-kind feature - that allows consumers to lock in today's gold rate and purchase gold on Akshaya Tritiya at the current market price or the locked-in price, whichever is lower. It aims to make gold purchase convenient and assured for users purchasing BIS hallmarked gold coins from Kalyan Jewellers.

What is Gold Price Lock?

Gold Price Lock is a limited-period offer operated by sellers on select Kalyan Jewellers products listed on Instamart. To book the jewellery, a Price-lock fee is required and will be adjusted on the last purchase made between 8:00 AM and 12:00 PM (IST) on April 19. The final price will be the fixed rate or the prevailing market rate on that day, whichever is lower. However, this offer, including complimentary silver coins, is subject to availability and additional terms and conditions, the company said in the official release.

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How does it work?

Between April 10 and April 16, 2026, consumers can select eligible Kalyan Jewellers gold coins on the Instamart app and pay 5 per cent advance, starting from Rs 500 for a 0.5 gm gold coin to prebook and take delivery on Akshaya Tritiya. On April 19, between 8:00 AM and 12:00 PM IST, they complete their purchase at the lower of the two prices – gold rate on the day of pre-booking or as per delivery date, whichever is lower. It should be noted that all pre-booked customers will also receive a free silver coin from Kalyan Jewellers.

Arjun Choudhary, VP Growth, Instamart, "At Instamart, we’ve consistently looked to innovate around how Indians shop for precious metals during key occasions, from delivering 1 kg silver bricks during Dhanteras to introducing silver Rakhis for Raksha Bandhan. The gold Rate protection is a feature designed to help consumers navigate gold prices with greater confidence during the festival. By allowing users to secure a price in advance while still benefiting from any price drops, we strive to offer strong overall value to consumers. This is quick commerce going beyond convenience to deliver meaningful value on culturally significant purchases."

Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, "Gold rate protection has been a preferred feature across Kalyan Jewellers’ retail showrooms, offering customers greater assurance while planning their festive purchases. With Instamart, we are extending this for the first time to a quick commerce platform. As traditions evolve, we remain committed to making gold buying both meaningful and seamless."

Along with Instamart, Amazon Fashion is also seeing remarkable growth in jewellery categories this Akshaya Tritya, including gold and silver jewellery and coins.

Siddharth Bhagat – Director, Fashion and Beauty, Amazon India said, "Ahead of Akshaya Tritiya, we are seeing strong momentum, with gold jewellery growing around 2X, silver 2.5X and coins around 2X year-on-year. Jewellery is increasingly being seen as both a trusted investment and everyday self-expression, with fine jewellery growing around 2X and precious jewellery 3.7X. We have built this trust through our commitment to authenticity - with BIS hallmarking, purchase protection, easy exchanges and a wide selection that makes quality jewellery accessible across price points."

"Customers across India are discovering jewellery on Amazon.in in entirely new ways - using AI to explore styles that fit their lives, from everyday pieces to investment purchases. With our AI-powered shopping assistant Rufus, customers can simply ask “suggest fine jewellery for office wear”, “top picks for gold jewellery under INR 10,000”, or "Akshaya Tritiya ke liye best silver coin options" and find exactly what they're looking for," he added.