JB Insights

Akshaya Tritiya 2025 Expectations

Festival remains a significant driver for jewelry sales due to cultural importance, gold as a secure investment.

Published

1 year ago

April 22, 2025

This report analyzes the market dynamics surrounding Akshaya Tritiya 2025, focusing on the impact of rising gold prices on consumer behavior and sales trends. Despite high gold rates, the festival remains a significant driver for jewelry sales due to its cultural importance and the perception of gold as a secure investment. Jewelers anticipate resilient sales, driven by innovative designs, discounts, and a shift towards lighter jewelry and alternative precious metals like diamonds and platinum.

Key Findings

Resilient Consumer Sentiment: Akshaya Tritiya continues to be viewed as an auspicious occasion for purchasing gold, overriding concerns about high prices.
Shifting Purchase Patterns: Consumers are becoming more discerning, emphasizing quality, design, and value. Trends include:

Increased interest in lightweight jewelry and gold coins for investment.
A potential shift towards diamonds and platinum due to stable prices.
Demand for heritage-inspired designs that blend tradition with modern aesthetics.

Strategic Adaptations by Jewelers: Jewelers are employing various strategies to attract customers:

Offering discounts on making charges and curated Akshaya Tritiya collections.
Focusing on budget-friendly and lightweight designs.
Highlighting the long-term investment potential of gold.

Regional Variations: Markets like Tamil Nadu and Kerala exhibit strong cultural traditions driving gold purchases, while others may see more pronounced shifts to alternative investments.

Market Outlook

Sales Value vs. Volume: While gold sales volume may experience a marginal dip due to high prices, the overall sales value is expected to remain robust.
Alternative Investments: Diamonds and platinum are gaining traction as viable alternatives, particularly with stabilized prices and innovative product offerings like diamond coins.
Consumer Behavior: Consumers with planned future occasions (e.g., weddings) are proactively booking gold to mitigate price fluctuations.

Recommendations

Diversify Product Offerings: Jewelers should cater to a range of budgets by offering lightweight jewelry, gold coins, and designs in alternative precious metals.
Emphasize Value and Craftsmanship: Highlight the quality, purity, and design excellence of jewelry to justify purchases despite high gold rates.
Leverage Digital Marketing: Utilize targeted campaigns to connect with consumers emotionally and underscore the long-term financial benefits of investing in gold.
Offer Flexible Purchasing Options: Consider offering pre-booking options and installment plans to accommodate budget constraints and encourage purchases.

Akshaya Tritiya 2025 presents a unique opportunity for jewelers to leverage cultural sentiments and strategic marketing to drive sales, even amid high gold prices. By adapting to evolving consumer preferences and offering a diverse range of products and purchasing options, jewelers can reinforce customer trust and achieve a successful festive season.

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JB Insights

The Role Of Hallmarking and Transparency In Strengthening Consumer Confidence

By Suresh Krishnan, Vice President – Sales, PNG Jewellers

Published

42 minutes ago

September 5, 2026

JewelBuzz Spread The Buzz

In India, jewellery is equally an emotional purchase and a significant financial transaction. As consumers become more informed and digitally empowered, trust is increasingly becoming a decisive factor alongside design, price and brand reputation. Hallmarking has played an important role in creating that trust by giving consumers third-party assurance of precious-metal purity.

India’s hallmarking ecosystem has expanded significantly. BIS data shows that hallmarking registrations increased from 34,647 to 1,37,315 between April 2021 and March 2022 *1, while more than 8.72 crore gold and silver articles were hallmarked during that year. The introduction of the six-digit Hallmark Unique Identification (HUID) in 2021 has further strengthened traceability. Consumers can verify a gold article’s HUID through the BIS CARE app, adding an independent layer of assurance at the point of purchase.

For an organised retailer, this becomes particularly relevant as jewellery discovery increasingly moves online. A customer may discover a product on social media, compare it on an e-commerce platform and complete the transaction digitally. In such a journey, hallmarking helps bridge the trust gap created by the absence of physical touch and feel. When purity is independently verifiable, consumers can make online purchases with greater confidence.

The opportunity is also expanding beyond gold. BIS has brought both gold and silver under its hallmarking framework. In FY2024-25, more than 32 lakh silver jewellery articles*2 were hallmarked. The revised IS 2112:2025 introduced HUID-based hallmarking for silver on a voluntary basis from September 2025, creating greater traceability and consumer assurance in a category that is increasingly relevant to younger and value-conscious buyers.

This evolution matters commercially. KPMG’s India CX Report 2025*3 found that 27% of fine-jewellery customers are more confident in authenticity, quality and value when they trust a brand, while 9% said they would explore another brand if jewellery appeared overpriced for its quality. These findings underline why trust is not simply a compliance issue; it directly influences consideration and willingness to pay.

Contributing to the larger goal of organised and transparent trade, hallmarking has now been integrated as part of the broader customer experience across stores, CRM and e-commerce. As India’s jewellery market becomes increasingly omnichannel, the brands that communicate purity, pricing and policies clearly will be better positioned to convert digital discovery into purchase and, more importantly, build relationships that extend beyond a single transaction. The future of jewellery retail will therefore be defined not only by what consumers see, but by how confidently they can verify what they are buying and hallmarking takes care of that concern efficiently.