Kolkata's own Senco Gold and Diamonds has read the season plainly: at today's prices, many families still want a real gold purchase for Dhanteras, but at a ticket they can carry. Its answer, in showrooms from October 25 to November 8, is a Shagun collection built around lightweight, affordable 9 karat gold jewellery, alongside yellow gold, diamond, antique and Polki designs.
The Kolkata Mail reported the launch on November 2. Senco, a house with more than 87 years of history and over 218 showrooms, is also pushing its Everlite everyday range, in 9, 14 and 18 karat gold and diamond pieces priced from Rs 10,000 to Rs 50,000, with new designs added every month. The festive offers, as the paper listed them, run to up to Rs 14,000 off per 10 grams on gold jewellery, up to 36 percent off on diamond value, and zero percent deduction on old gold exchange, with jewellery in the wider festive range starting at Rs 20,000. Those are the retailer's own offer terms, subject to conditions, and they end on November 8.
One honest word from Suwarna on 9 karat gold: it is real gold, but 9 karat means a smaller share of pure gold in the alloy than 18 or 22 karat, which is exactly why the price is lower. Buy it for what it is, a lighter, more affordable festive piece, and ask how the shop values it on exchange later.
For Bowbazar shoppers, the practical contest this week is between offers like these and the making charges at the family jeweller around the corner.
Buyer takeaway: If a 9 karat Shagun piece tempts you, ask for its gold weight, its making charge, and its exchange value in writing, compare it with an 18 karat piece of similar design, and check today's live rate on our Kolkata page before you buy.
Source: The Kolkata Mail, 2 Nov 2026
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