New quick commerce offering allows buyers to secure gold prices in advance while benefiting from any market dip on the festive day
In a bid to tap festive demand and address price volatility, Instamart has partnered with Kalyan Jewellers to introduce a gold rate protection feature ahead of Akshaya Tritiya.
The initiative enables customers to lock in current gold prices while retaining the flexibility to purchase at the lower of the locked-in rate or the prevailing market price on the day of the festival. The offering is positioned as a first-of-its-kind feature on a quick commerce platform, aimed at simplifying gold purchases during a period traditionally associated with heightened buying.
Under the scheme, consumers can pre-book BIS hallmarked gold coins from Kalyan Jewellers on the Instamart app between April 10 and April 16, 2026, by paying a 5 per cent advance—starting from Rs 500 for a 0.5 gram coin. The final purchase can be completed on April 19, between 8:00 AM and 12:00 PM IST, at the more favourable of the two price points.
As part of the promotion, customers who pre-book will also receive a complimentary silver coin, subject to availability and terms.
Executives from both companies said the move is aimed at combining convenience with financial assurance during key cultural occasions. Instamart highlighted its broader push to innovate in precious metals retail via quick commerce, while Kalyan Jewellers noted that gold rate protection has historically been popular in its physical showrooms and is now being extended to digital-first consumers.
The partnership builds on rising consumer adoption of quick commerce platforms for high-value purchases. Instamart reported a more than 500 per cent surge in gold and silver coin sales during last year’s Akshaya Tritiya compared to Dhanteras, indicating growing trust in rapid delivery channels for auspicious buying.
The offering is part of Instamart’s broader strategy to expand beyond daily essentials into occasion-led commerce, leveraging speed, pricing innovation and consumer trust.
