Sales stayed steady amid soaring prices as consumers showed a preference for high-value, lightweight buys
Driven by a strong blend of tradition, timely investment sentiment, and evolving consumer preferences, Akshaya Tritiya witnessed resilient sales despite volatile gold prices. The auspicious occasion, bolstered by the ongoing wedding season, saw a rise in demand for lightweight, modern jewellery.
Amid gold prices surging to record levels, the gold demand showed resilience on Akshaya Tritiya, a day associated with buying and other precious metals, led by the strong blend of timely investment sentiment, the ongoing wedding season and tradition. While the preliminary estimates point towards an estimated dip of 15 per cent in volume sales, the total value remained robust.
Despite the expected dip, the industry bodies and brands reported that gold sales volume ranged between Rs 12,000 crore to Rs 15,000 crore across the country. Indicating a shift towards higher-value purchases and strategic investments, the players highlighted that sales volumes still remained strong despite fluctuations in the price of gold because consumers see this auspicious event as a good time to invest as well as a cultural festival.
“Based on estimates, gold jewellery and related items worth approximately Rs 12,000 crore were sold across the country. In addition, the silver trade was estimated at around Rs 4,000 crore. Gold is considered one of the best forms of financial investment, which also encouraged buyers to proceed with purchases despite the high prices,” stated Praveen Khandelwal, National Secretary General of the Confederation of All India Traders (Cait).
High-value, Lightweight Purchases
Whether it’s gold in the form of jewellery or bullion or digital gold, Akshaya Tritiya remains one of the most highly engaging periods for tradition, investment strategies and modern consumer behaviours to align. The industry players reported customers increasingly gravitating towards contemporary designs that maintain cultural significance.
“This year, Akshaya Tritiya witnessed an estimated gold sales volume of Rs 15,000 crore, despite record-high gold prices reaching nearly Rs 95,000 per 10 grams—a 30 per cent increase from the previous year. This reflects a 15 per cent decline in volume compared to typical years, yet the total value remained robust, indicating a shift towards higher-value purchases and strategic investments,” shared Dishi Somani, Founder of DishiS Designer Jewellery.
The industry trends indicated that lightweight jewellery witnessed greater demand compared to heavier items. The rise of tech-enabled, customised pieces took the centre stage and paid off for brands looking to appeal to younger buyers.
“The most notable trend is the rise of tech-enabled, customised pieces that feature heritage patterns and appeal to younger buyers who value workmanship and significance in their purchases,” remarked Rakesh Bansal, Managing Director (MD), Bansal & sons Jewellers
Resilience Amid Surging Prices
While lower prices typically drive higher demand, Akshaya Tritiya’s sentiment remained strong due to its significance. Even after trading in ranges exceeding the Rs 95,000 per gram mark, sales remained strong in value terms.
Pankaj Arora, President of the All India Jewellers and Goldsmith Federation, “On Akshaya Tritiya, gold was priced at Rs 97,500 per 10 gram and silver at Rs 98,000 per kilogram, historically among the highest levels. Interestingly, gold prices dropped by Rs 1,000 and silver by Rs 2,000 during the day. Despite high rates, consumer interest remained steady, reflecting the deep-rooted religious and cultural significance of this auspicious occasion.”
Arora added that in previous years, gold and silver prices were significantly lower. In 2022, gold was Rs 52,700 per 10 gram and silver Rs 65,000 per kilogram, Arora shared. He further mentioned that in early 2024, gold touched Rs 74,900 per 10 gram, after dealing at Rs 61,800 per 10 gram in 2023.
Highlighting that with more than 20,000 weddings likely to have taken place across Delhi on Akshaya Tritiya, Cait states that the estimates revealed that wedding-related spending for the day alone is likely to have exceeded Rs 5,000 crore in the national capital.
Gold: A Safe Haven Asset
The increasing demand for safe-haven assets has driven gold prices up in recent years. The jewellery market in India alone has seen phenomenal growth over the last five years, as per the experts who believe that in the current scenario of geopolitical tensions and currency fluctuations, gold continues to emerge as a reliable asset.
“While there might be a possibility of short-term price correction, the yellow metal will continue to remain a safe-haven asset. For consumers, gold will continue to offer both financial strength and emotional significance. Therefore, investing in gold remains a powerful way to celebrate prosperity and secure your future,” Aksha Kamboj, Vice President, Indian Bullion and Jewellers Association (IBJA).
With prices rising in early April amid geopolitical tensions and global trade uncertainties driven by the United States’ (US) policy actions, Investors and traders turned to gold as a safe-haven asset during Akshaya Tritiya. In a report, the World Gold Council (WGC) stated that the share of investment demand in India’s total gold consumption is expected to rise in the current year as the surge in prices will attract investors looking to diversify portfolios.
“Due to Akshaya Tritiya, an auspicious occasion, investors and traders continue to engage in safe-haven demand. Yellow metal shines at the start of April. Prices are increasing for geopolitical reasons, and countries are facing reciprocal tariffs as a result of US President Donald Trump’s capricious actions,” stated Tejas Anil Shigrekar, Chief Technical Research Analyst, Commodities and Currencies at Angel One.
Status Of Lab-grown Diamonds
With India enjoying a skilled and competitive labour cost, enabling mass production at lower price points, the Lab-grown diamond (LGD) industry is gaining ground over its natural counterparts. It is expected to make up around 16 per cent of the global diamond market by 2029, up from around 12 per cent in 2024 and around nine per cent in 2019, as per a report by Redseer Strategy Consultants.
On Akshaya Tritiya, brands catering in this segment saw a clear shift in buying patterns, with more consumers actively exploring lab-grown diamond jewellery as a meaningful, design-first alternative to traditional gold.
“Our lightweight LGD collection resonated especially well with first-time buyers and self-gifters, 35 per cent of our customers during the season were repeat purchasers. We saw healthy traction across price points ranging from Rs 15,000 to Rs 80,000, with everyday studs, rings, and pendants emerging as top performers,” highlighted Namita Kothari, Founder at Akoirah by Augmont.
As consumers leaned toward high-value, lightweight and tech-enabled designs, reflecting a shift in buying patterns driven by younger demographics and modern preferences, Akshaya Tritiya 2025 underscored gold’s enduring appeal as both a cultural symbol and a strategic investment. The quiet interest towards the lab-grown diamonds and digital assets further points to a jewellery market that is increasingly shaped by younger, design-conscious buyers.
