With increase in spending of common man, savings not giving as much returns as earlier, gold constantly going up and with so many players in the market, especially brands like Thangamayil actually hitting global ranking for luxury gold sales , they need some way to sustain while also 1) selling off non-moving stock 2)bring in HYPE via social media and also the lazy gooses like us who buy everything online 😛. Honestly this is a perfect marketing strategy .
They get advertisement via folks like us, there is always moving traffic on their site, old stock is sold, folks who want to buy jewellery from their USUAL stores will just buy these no making charge items bringing in more footfall to the brand and they chip away slowly at other jewellers.
Its a (sort of) win - win situation. Hope it stays the same for a while.