Recently, a campaign from ARY Sahulat Bazar appears to promise gold-backed rewards when customers buy rice, and videos circulating on YouTube Shorts show people reacting to the idea. The scheme is linked to ARY Sahulat Bazar’s broader “Value Back in Gold” programme via the ARY Sahulat Wallet.
ARY Sahulat Bazar is an online and physical retail brand in Pakistan offering a wide product range: groceries, fashion, electronics, and also gold & silver jewellery.
Some key features of their offering:
- Save Gold / Value Back Programme: When you make purchases (rice or otherwise) through ARY Sahulat Bazar and/or with ARY Sahulat Wallet, you receive a Value Back amount, which could be credited in gold. Percentages may vary (from about 2 % up to 100 %) depending on the product, excluding taxes and charges.
- Wallet Membership: Registered users of ARY Sahulat Wallet get these Value Back benefits. Non-members can shop, but generally without gold return benefits.
- Multiple Categories: The scheme isn’t just tied to rice; it spans groceries and other product categories, but because rice is a staple and highly visible, the “buy rice, get gold” idea has gotten especially strong attention.
How This Offer Fits Into Pakistan’s Retail and Labor Landscape?
- This scheme comes amid growing concern over how shopping promotions are used in Pakistan. Alongside, there’s increasing scrutiny on labor law compliance, recently, two shopping malls in Islamabad were sealed for underpaying staff and violating wage laws.
- People are asking: Is this gold promise fully transparent? How much rice must you buy? What proportion of the spending qualifies for a gold return? Such details are still not clearly communicated in all cases.
The campaign reflects a growing trend in Pakistan where marketing meets investment, turning everyday shopping into potential asset gain.
- ARY Sahulat Bazar’s website mentions “Value Back” in gold through ARY Sahulat Wallet for purchases.
- Videos on YouTube Shorts are fueling public belief that “buy rice, get gold” is a current live offer.
- Rice prices are rising, inflation is a concern, so rewards tied to staple items tend to attract more attention.
- Critics warn about promotional overpromise: sometimes marketing exaggerates benefits.
- Supporters say it could help lower-income customers feel more valued and provide some buffer against inflation.
This gold-back-on-rice idea taps into two powerful forces in Pakistan right now: inflation/economic anxiety & marketing innovations. If ARY Sahulat Bazar fulfills this offer properly, it could set a trend of loyalty programmes tied to real physical asset value (gold). But if the terms are unclear or the gold credits are hard to redeem, it risks becoming just another promotional gimmick.
Consumers should check:
- Terms of “Value Back” for rice: % rate, minimum purchase, and processing times.
- Whether gold credit is virtual or delivered as physical gold.
- How taxes, hidden charges, or delivery costs may reduce the real value of the gold reward.
