Mumbai, 3rd August 2026: EUME, India’s bridge to luxury travel lifestyle brand, today announced the launch of ‘100 Days of Gold’, a first-of-its-kind festive campaign that makes it the first luggage brand in India to give away real, physical gold on purchase. Running from 1st August through Diwali, the 100-day campaign will see 100 winners walk away with real gold coins. Not vouchers, not cashback, but gold, in a category that has never attempted anything like it before.
The idea is simple: buy any EUME product, online or in-store anywhere in India, and become eligible to win. Marketplace purchases are also eligible but require manual registration with proof of purchase. Every eligible purchase earns raffle coupons based on value ₹5,000 and under earns 1 coupon, ₹5,000–₹10,000 earns 3, ₹10,000–₹20,000 earns 7, ₹20,000–₹30,000 earns 15, and ₹30,000-plus earns 30 coupons. The more customers shop, the more chances they get to win.
By Diwali, EUME will have given away 100 gold coins, totalling 99 grams of gold ranging from 0.5-gram coins to a 20-gram bumper prize. With the campaign running through Dhanteras and all the way to Diwali, the most gold-charged period in the Indian calendar, the timing could not be more intentional. In a move designed to bring transparency and theatre to the campaign, winners will be announced through a live raffle on EUME’s Instagram, in real time making it one of the most public and unscripted festive giveaways India has seen in recent years.
There is a reason gold sits at the heart of this campaign. In India, gold has never been just a precious metal; it marks milestones, celebrates new beginnings, and commemorates life’s most meaningful journeys. Travel embodies that same spirit, with every trip representing a new chapter, a new achievement, or a cherished memory. Gold giveaways have long belonged to jewellers. No lifestyle brand has entered that space before, and no travel brand has ever attempted it. EUME is the first. The intent goes beyond marketing. EUME has always believed that travel is deeply personal and built on confidence. 100 Days of Gold celebrates every journey by rewarding those who choose to keep moving forward.
“Gold has always symbolised prosperity and life’s most meaningful moments in India. When we sat down to think about how we wanted to celebrate this festive season with our customers, we kept circling back to that one feeling; the one gold gives you that nothing else does. We didn’t want to give people another discount they’d forget in a week. We wanted to give them something real. Something that stays. That’s where 100 Days of Gold came from,” says Naina Parekh, Co-Founder, EUME Luggage.
Founded in Mumbai in 2018 and backed by marquee investor Ashish Kacholia, EUME has built its name on the belief that travel gear should be as considered and expressive as the person carrying it. With a retail presence across Mumbai, Hyderabad, Bengaluru and New Delhi, EUME’s expansion mirrors the ambition behind this campaign — bold, fast-growing, and unapologetically different in a crowded festive season.
As India travels more than ever before, EUME is betting customers want more than another sale; they want a moment worth remembering. That is the real promise of ‘100 Days of Gold’: not a percentage off, but something that says, this year, you mattered.
