Bengaluru: Heritage jewellery house C. Krishniah Chetty (CKC) has entered the digital investment space with the launch of MoneyPenny, a flexible jewellery investment platform aimed at modern, digitally connected consumers.
Designed as a mobile-first solution, MoneyPenny allows customers to begin investing with as little as ₹100, with no upper investment limit, fixed monthly instalments or penalties for irregular contributions. Customers can invest at their convenience through the dedicated mobile application or across CKC's retail stores.
Unlike traditional jewellery savings schemes, the platform allows investors to make payments of any amount at any time, offering greater flexibility while encouraging long-term wealth creation through precious metals.
One of the platform's key features is its Smart Averaging mechanism, which calculates the average purchase price of gold, diamonds, platinum and silver over an 11-month investment period. At maturity, customers receive the benefit of the lower of the average accumulated price or the prevailing market rate, helping reduce the impact of price volatility.
The investment programme also offers incentives including returns of up to 12% annually, with special promotional benefits of up to 24% on the first investment made during the customer's birth month. Investors can also withdraw their accumulated amount before maturity if required, although applicable promotional benefits are available only upon successful completion of the plan.
Customers can monitor their investments in real time through the MoneyPenny application without any management fees, while accumulated value can be redeemed against gold, diamond and platinum jewellery, as well as silverware, gemstones and accessories.
Commenting on the launch, Dr. C. Vinod Hayagriv, Managing Director, C. Krishniah Chetty Group, said, “We are witnessing a significant shift in consumer behaviour, with customers increasingly looking for flexibility and digital convenience. MoneyPenny has been created to allow customers to build value at their own pace while staying connected to real-time pricing across precious metals through a simple smartphone experience.”
The launch reflects a broader trend within the organised jewellery sector, where retailers are increasingly introducing technology-driven investment products to engage younger consumers seeking digital-first financial solutions linked to jewellery purchases.
Founded in 1869, C. Krishniah Chetty is one of India's oldest jewellery houses, with a legacy spanning more than 157 years. Established by Cotha Krishniah Chetty in Bengaluru, the company has served generations of customers, including the Mysore Royal Family, while building a reputation for craftsmanship, heritage and design excellence.
Over the decades, the brand has expanded its presence across retail and digital channels, offering gold, diamond and platinum jewellery while continuing to innovate through customer-focused initiatives.
With the introduction of MoneyPenny, C. Krishniah Chetty is extending its legacy into the digital era, combining jewellery retail with flexible investment solutions that align with changing consumer expectations and the growing demand for technology-enabled financial products.
