A new promotional campaign by ARY Sahulat Bazaar has captured public attention with its promise of gold-backed rewards on everyday purchases — including rice. Videos circulating on YouTube Shorts show people reacting to the idea of getting gold in return for buying staple groceries.
The initiative is part of ARY Sahulat Bazaar’s “Value Back in Gold” program, linked to the ARY Sahulat Wallet. The brand, known for its wide range of products including groceries, electronics, fashion, and jewellery, operates both online and through physical retail outlets across Pakistan.
How the “Value Back” System Works
Under the program, registered wallet members earn a “Value Back” amount on purchases, which may be credited in gold. The rate varies by product — typically from 2% up to 100% — excluding taxes and service charges. Non-members can still shop, but they usually don’t receive gold benefits.
The campaign’s focus on rice has amplified interest, as the item is a household staple in Pakistan. Many online users have dubbed it the “buy rice, get gold” offer, though ARY Sahulat Bazaar emphasizes that the scheme applies to various categories, not just groceries.
Transparency and Consumer Reactions
While the offer has sparked excitement, some consumers are questioning its clarity. Details such as the exact gold percentage, redemption process, and any hidden fees remain unclear. Supporters believe the idea helps offset inflation by turning shopping into an investment opportunity. However, critics warn against overhyped marketing without transparent terms.
The campaign also reflects a broader retail trend in Pakistan, where brands are blending marketing with financial incentives. As inflation continues to rise, offers tied to tangible assets like gold may gain more popularity.
For now, shoppers are advised to read the fine print — including purchase conditions, gold credit terms, and delivery options — before making any assumptions about the true value of the deal.
In other news read more about ‘World’s Most Expensive Burger’ Served in Spain at $11,000! Only by Invitation
