PGI India to launch retail initiative to boost festive demand

By

Isabelle Crossley

Published
Sep 29, 2021

Platinum Guild International India will run a retail initiative named ‘Platinum Season of Hope’ from October 8 to November 7 in partnership with over 1,250 jewellery stores across India to boost festive demand. 

With the aim of accelerate the growth trajectory of India’s platinum jewellery market during the lucrative festive and winter wedding season, PGI India has launched a new consumer and trade marketing programme. The campaign features a specially made film for marketing as well as a range of digital initiatives designed to increase the reach of participating businesses, the Gem and Jewellery Export Promotion Council announced on its website. 
 
“We are seeing markets move towards recovery and Q3 has played an important role in giving that much-needed boost,” said PGI India’s managing director Vaishali Banerjee, the GJEPC reported. “Our partners have shared some positive growth updates and it is also reassuring to see the consumers back at the stores. This has led to an uptick in demand. Hence, there is no better time to flag off this initiative. Season of Hope will be instrumental in providing impetus as we enter the festive season.”
 
The campaign will feature dedicated segments for three platinum jewellery categories to reach a wide range of customers. ‘Platinum Days of Love’ will promote love bands for weddings and couples, ‘Men of Platinum’ will promote men’s jewellery, and ‘Evara’ will target young female customers.