Who is winning, and the move
Three chains are setting the pace, each with a dated move. Kalyan Jewellers launched Akshaya Thanga Maligai, its first regional brand, for Tamil Nadu, with actor Sivakarthikeyan as ambassador and a first T Nagar showroom set for 21 August 2026, and reported early revenue from it on 7 October. Joyalukkas ran an old gold exchange from 10 July to 9 August 2026 adding Rs 150 per gram. Malabar Gold & Diamonds launched its Aanika diamond line in April 2026, fronted by Kareena Kapoor Khan, in the run-up to Akshaya Tritiya.
The nearest competitors
Two nearest competitors show where the effort goes. Thangamayil Jewellery is running its Big Box Offer from 1 to 20 October 2026, a choice of Rs 250 to Rs 500 off per gram by weight, 20% off value addition, or 30 g of silver free per 10 g of gold, yet its blog has nothing newer than 12 January 2026. GRT Jewellers' Golden Eleven Flexi page works an example, Rs 10,000 a month saving Rs 1,10,000 against a Rs 2,00,000 purchase, while its App Store rating is 2.7 out of 5 from about 1,600 ratings.
The opening
Thangamayil already prints the whole bill online: its 16.01 g Festival Wear bangles break down into gold at the day's rate, a 16% making charge, hallmark fee and GST, Rs 2,58,124 in all. Its Big Box Offer, though, is four pick-one options on a separate page, none worked against a piece. Our read is that a newcomer wins not by showing prices but by making the choice, printing beside each piece which offer gives the lowest total that day, because that is the sum Thangamayil leaves to the shopper.
The full readout covers your five closest competitors page by page and the first three moves.
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