Jewellers are offering discounts and other incentives in a bid to lure customers affecting as increasing inflation and the soaring prices of gold have hit sales of the yellow metal very hard this year.

Ahead of Dhanteras and Diwali, there appears to be no rush at gold jewellery shops this year. As Diwali is just around the corner, Gold once again crossed the Rs 32,000-mark per 10 grams on Friday. Silver also cross the Rs 60,775-mark per kg.

Soaring prices of gold forced consumers shift their buying from gold shops to low-cost item shops.

To allure consumers, Tanishq is offering a 20 per cent discount in prices of plain gold ornaments and 10-20 per cent discounts on diamond jewellery.

Speaking on the topic, a Jewellery shop owner said, "Last year, there was no space to stand inside the shop. This time, however, the number of visitors has plummeted."

The shop owner added that they were offering various incentives to allure consumers but the response was still poor.

A buyer, named Suman Singh, said that the prices of gold soared so high that it became very difficult to purchase gold, so she decided to purchase only a small coin and purchased crockery and electrical appliances instead.