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Thursday, October 27, 2011

ATM Dispenses Diamond Jewelry, Gold and Silver

Bollywood star Raima Sen unveils Luxury ATM in Mumbai.

Why accept money from an ATM when you can get diamond jewelry, gold or silver?

A company in India has built what it says is the world’s first machine that dispenses gold, silver, diamond jewelry and religious jewelry.

The Gitanjali Group, the machine’s creator, is calling it an ATM, but I think a vending machine would also be an apt description. These types of machines have been vending gold at certain places around the world for the past few years. But this is the first such machine that also dispenses other precious metals and jewelry.

The first ATM was recently placed at a Mumbai shopping center and introduced with a ceremony featuring a Bollywood star Raima Sen (pictured).

The machine dispenses gold and silver bars, coins, pendants with religious motifs and a range of diamond-studded jewelry. The convenience of this machine will especially come in handy for those last-minute gifts, the company said.

“It has a particular significance in India, where usually such items are purchased as tokens to observe traditions on auspicious days,” Sanjeev Agarwal, CEO, Gitanjali Export Corp. Ltd., said in a statement. “But it also offers choices for occasions like Valentine’s Day, or to a husband who forgot an anniversary or his wife’s birthday”

The ATM uses a touch screen interface and provides consumers a mix of up to 36 options in different sizes, price points and designs across the precious metals and jewelry categories. This may include coins in various grams, pendants with religious motifs, and heart shaped pendants and diamond studded pendants. Prices range from about $20 to $610. Credit and debit cards are accepted.

The ATM is a part of a larger “Go for Gold” umbrella brand initiative created by Gitanjali to promote the purchase of gold—whether in the form of jewelry or coins/bars—and focus attention on the company’s gold products.

It is appropriate that it is the Gitanjali Group that is introducing this ATM concept. The Mumbai-based company is the world’s largest integrated branded diamond jewelry manufacturer. It is one of India’s largest manufacturer of diamonds and diamond and gold jewelry. It has close to 40 brands in several categories, including lifestyle, watches and 19 jewelry brands. Most of its brands use a Bollywood star for its advertising and marketing. Many of its brands are retailed through company-owned branded stores. The company recently acquired several Italian jewelry and watch manufacturers that it has incorporated into its branded marketing concept. It also owns retail chains in the U.S.

The ATM seems to be just one more creative way for the company to sell its many products.


  1. WOW ! I had to smile even though I love jewellery and pearls I do get uncomfortable with such levels of affluence. Still as a PR stunt it's a masterstroke.

  2. Mehul C Choksi, the head of Gitanjali, is a marketing mastermind.