Bhima Gold announced the launch of the “Bhima Brilliance Diamond Jewellery Festival”, a seasonal retail initiative aimed at leveraging higher diamond jewellery demand during the annual festive return of Non-Resident Indians (NRIs) to India.

The campaign commenced on December 8 2025, and will continue until January 11 2026, across all Bhima stores nationwide. According to the company, the initiative has been positioned as a bi-annual retail programme aligned with December’s historically higher diamond purchasing activity among visiting NRIs.

As part of the festival, Bhima is introducing exclusive diamond jewellery collections, including solitaires and design-led ranges developed for contemporary preferences. The offering is supported by December-specific purchase benefits and pricing structures designed for international buyers.

Under the campaign, Bhima is offering a free 24 carat gold bar along with jewellery worth Rs. 10,000 on every carat purchased. Customers are also eligible for up to 100 per cent off on making charges on select diamond jewellery. Additional incentives include an exchange benefit of Rs. 5,000 per carat on old Bhima diamond jewellery for existing customers.

The company stated that all diamond jewellery sold during the festival will continue to follow its established standards of certified solitaires, transparent valuation, and ethical sourcing. Diamonds are certified by the International Gemological Institute (IGI) and the Gemological Institute of America (GIA), with enhanced documentation and customer support for international buyers.

Bhima will also introduce new diamond collections during the festival, drawing on contemporary styling, wedding-related demand, and modern heirloom concepts, catering to NRI purchases for weddings, family occasions, and personal use.