JB Insights
Akshaya Tritiya 2025: Positive consumer sentiment adds glitter and shine India’s jewellery sector
Jewellery retailers across India reported robust sales this Akshaya Tritiya, as consumers embraced both traditional and contemporary choices despite record-high gold prices. According to GJC Vice Chairman Avinash Gupta, estimated sales reached ₹20,000 crore across India, reaffirming gold’s enduring role in investment and celebration
While plain gold jewellery continued to be a festive staple, industry leaders observed a significant rise in demand for studded jewellery—particularly pieces featuring colored stones and rose-cut diamonds. Consumers are clearly leaning toward more personalized and expressive designs.
Retailers reported strong in-store footfalls and upbeat sentiment, with value growth projected at 20–25% despite a modest volume dip. The exchange of old gold is picking up, especially among wedding shoppers.
Lightweight and fusion jewellery styles are resonating with younger buyers, as the average ticket size shifted to the ₹1–2 lakh range. Trade experts highlighted a 10–15% sales increase over last year, supported by interest in daily-wear and versatile designs.
Online and offline channels are converging as jewellers adapt to evolving consumer behaviour. The younger demographic is looking for pieces that combine tradition with a modern twist.
With both heritage and innovation on display, this Akshaya Tritiya marks a pivotal moment in India’s evolving jewellery landscape. As India continues to navigate inflation, price fluctuations and changing tastes, the jewellery market—grounded in tradition but responsive to modernity—appears to be not just surviving, but thriving.
Rajesh Rokde – Chairman – GJC:The recent price fluctuations—peaking at Rs 99,500 as on 22nd April 25 and now down to Rs 95,000—have only reinforced buyers confidence in gold as a strong investment. Today, we observe two types of customers: those purchasing in the Rs 50,000 to Rs 5 lakh range, drawn to the festive rush, and high-value buyers investing Rs 10–15 lakh, who plan and book their selections days in advance to buy during the muhurat. With the drop in gold prices, the number of customers has notably increased, contributing to an impressive total sales figure of Rs 20,000 crore today. Furthermore, as the wedding season kicks off during Akshaya Tritiya, demand is expected to rise significantly in the coming days.
Avinash Gupta- Vice Chairman-GJC:Gold continues to be the cornerstone of investment and celebration in India, and today’s robust sales figures of approximately Rs 20,k crores underscore the unwavering trust buyers place in this asset. The festive and wedding season has further fueled demand, with customers carefully planning their purchases to make the most of favorable pricing. Additionally, the growing preference for lightweight jewellery reflects an evolving consumer mindset—seeking elegance and affordability without compromising on quality, also it was seen that young customers were keen on buying coins during Akshay Tritiya.
Dr Chetan Kumar Mehta
President – Jewellery Division, IBJA
President – JAB
CMD – Laxmi Diamonds: Bengaluru:Akshaya Tritiya has great significance, especially in South India which is the highest consumer of gold. Both, gold and diamond jewellery segments are seeing healthy sales this Akshay Tritiya. There was great demand for light weight jewellery. Also, bridal/ wedding collections saw good traction. Around 40-45 percent of consumers purchased light weight collections and about 20 percent were purchasers of bridal/ wedding jewellery.
Dr. Saurabh Gadgil -CMD- PNG Jewellers. :So far today, customer response has been very welcoming and appears to be at par with this year’s Gudi Padwa, which delivered exceptional sales for us. We are witnessing steady interest in gold, diamond and silver jewellery. Despite record-high gold prices, consumer sentiment remains upbeat, and people have accepted the price trend and are buying with confidence. While volume growth may see a marginal dip of 8–9%, value-wise, we expect to be up by 20–25%, which is a healthy sign of market resilience.
One clear trend this year is the increasing exchange of old gold, particularly among wedding shoppers. We are also seeing impressive traction in diamonds and other studded jewellery, which is driven by design appeal and relative value.
Aditya Modak – CFO / COO – P N Gadgil & Sons:Generally, every year, we get advance booking orders for Gudi Padva and Akshaya Tritiya, but this year, due to the fluctuation in gold prices, we received comparatively fewer booking orders. So today, like Padwa, we have witnessed a remarkable increase in foot traffic to our stores. Customers have shown tremendous enthusiasm and interest in our latest offerings, which has been truly encouraging. This positive response gives us hope that this Akshaya Tritiya will not only meet but exceed our expectations and be a very successful day for our brand.
We are excited to have Mithila Palkar as the face of our brand, as she embodies the values and spirit of our offerings. Our campaigns are designed to showcase our exclusive Akshaya Tritiya collection.
John Alukkas, MD-Jos Alukkas India Pvt Ltd. : This Akshaya Tritiya, we saw a strong turnout, reflecting the deep emotional and cultural connection people have with the festival. While overall purchases were more measured compared to previous years—understandably so, given the record-high gold prices—what stood out was the enduring trust and belief of the Indian consumer in gold as a timeless investment. Their resilience and discernment continue to inspire us.
Colin Shah-MD, Kama Jewelry:This year, an interesting trend has surfaced on the auspicious occasion of Akshaya Tritiya. People are investing heavily in gold coins. This comes with the backdrop of landmark rise in gold prices. Alongside, the sale of studded jewellery up to INR 2 lakh has witnessed a spike in demand this season.
On the other hand, young buyers are opting for daily-wear lightweight jewellery over traditional heavy jewellery, which indicates a rise in average ticket size of jewellery pieces between INR 1 lakh to 2 lakh.Overall, a rise of approximately 10-15% is witnessed in terms of sales as compared to last year.
Vastupal Ranka -Director – Ranka Jewellers & Rare Jewels, A Ranka Legacy: Consumer interest in both classic gold pieces and portable, everyday wearables has significantly increased this year. Consumers are looking more and more for designs that are both emotionally and culturally significant and worth investing in. Also the correction of rate by 7 percent has led to increase in sales.
Akshaya Tritiya continues to be a monument to the ageless association between gold and auspicious beginnings, as internet channels continue to develop alongside in-store foot traffic. Younger people today prefer fusion and personalized jewellery, which combines traditional design elements with contemporary styles.
Ramit Kapur- MD, GSI India:While plain gold jewelry continues to be a traditional favourite during Akshay Tritiya, this year we’ve observed a clear uptick in studded jewelry across key Indian markets. Though diamond jewelry remains popular in the studded category, we have been seeing growing consumer interest in colored stone jewelry and classic jewelry with rose cut diamonds. Certification data from our labs shows a sharp rise in submissions for these categories, signaling a shift in buyer preferences toward more expressive and personalized choices. The share of studded jewelry in the demand mix has grown over 15% compared to previous year, indicating that consumers are looking beyond the conventional and embracing individuality even in festive purchases.
Ramesh Kalyanaraman- ED- Kalyan Jewellers: We witnessed encouraging momentum during Akshaya Tritiya, with healthy footfalls and traction across our outlets in India, the Middle East, and the USA. consumer preferences leaned towards gold, particularly in the lightweight jewellery category, with notable traction in rings, earrings, pendants, and chains. The diamond category also saw good movement, especially within lightweight designs. In line with traditional buying behaviour ahead of weddings, we observed a significant number of Thaali orders and purchases,. Gold coins continued to be a preferred choice among customers, alongside strong demand for silver – both in coins and artefacts.
MP Ahammed-Chairman, Malabar Group:Despite the elevated gold prices, we witnessed strong demand for gold jewellery at our stores across the country this Akshaya Tritiya. This reflects the deep-rooted cultural affinity for the yellow metal and the traditional significance of the day for gold purchases. Customers visited our showrooms for both investment-driven and occasion-based purchases, with the ongoing wedding season further boosting demand. We anticipate this positive momentum to continue in the coming days.
Anantha Padmanabhan-CMD-NAC JEWELLERS Pvt Ltd:Akshaya Tritiya brought a wave of positivity and trust to our brand today. Despite high gold prices, customer enthusiasm remained strong. We’re equally delighted by the response across diamonds, platinum, and silver. Even at 9pm we had customers across all showrooms.
Richa Singh-MD- India and Middle East , NDC:This season, we’re seeing strong demand for lightweight diamond jewellery, especially among younger consumers, who are choosing pieces for everyday wear. It reflects a growing shift, natural diamonds are no longer reserved just for special occasions. Today’s consumers want to celebrate everyday moments, making natural diamond jewellery a part of their daily lives, reflecting their individuality.
Natural diamonds are woven in Indian culture, with heirlooms being passed down from generations to generations. They are carriers of memories and emotions, making them very important to familial tradition, proving to be not just a symbol of our love but also a long term investment.
Dr. B.Govindan , Chairman, Bhima Jewellery, Trivandrum:This Akshaya Tritiya we are witnessing a steady and positive consumer sentiment. The number of customers has increased significantly compared to last year. Customer footfall has increased by nearly 60%, reflecting the strong emotional and cultural connect with this auspicious day. While the quantity of individual purchases may have slightly reduced, but the number of transactions and advance bookings have surged, resulting in nearly double the sales compared to last year. Based on current trends, we anticipate an even stronger turnout in the evening hours, with families continuing to choose Bhima as their preferred destination for timeless jewellery. We are truly grateful for this continued support and goodwill.
Industry leader in precision gold manufacturing, V.K. Jewels is renowned for pioneering “paper casting” technology. They specialize in CZ-studded gold jewellery that marries grand aesthetics with lightweight efficiency. By integrating AI-driven design and a robust B2B network, V.K. Jewels offers retailers a competitive edge through consistent quality and trend-forward innovation. Witness the journey of a brand built on trust and technological excellence.
The Beginning, Evolution, Milestones
V.K. Jewels was founded in 1993 in Rajkot by Vijay Kotak with limited resources but a strong vision — to bring quality craftsmanship, reliability, and trust to the jewellery manufacturing space. Starting with silver casting, the company gradually built trust through consistency, precision, and customer-centricity.
With Hiren Kotak entering the business, key milestones included the transition into CZ-studded gold jewellery, expansion into plain gold casting, adoption of lightweight and paper casting techniques, and building a strong B2B dealer network across India.
Today, V.K. Jewels stands as one of the biggest casting jewellery manufacturers in India, known for paper-casting jewellery, innovation, volume capability, and market responsiveness.
Early Challenges & Growth Strategy
In the early 90s, the jewellery market was highly competitive, fragmented, and dominated by traditional players. Limited capital and evolving market preferences posed challenges.
Visionary decisions such as focusing on manufacturing excellence, investing in modern casting technology, and building long-term dealer relationships helped V.K. Jewels scale rapidly. A strong emphasis on lightweight jewellery and consistent superior quality enabled the brand to differentiate itself and become one of India’s leading manufacturers.
Product Offering
Core Product Lines
V.K. Jewels offers a wide range of CZ-studded jewellery and plain gold casting jewellery, including rings, pendants, earrings, bangles, bracelets, chains, and bridal sets.
The collections cater to multiple segments — from mass-market daily wear to premium bridal and festive jewellery — enabling retailers and wholesalers to serve diverse customer needs efficiently.
Portfolio Expansion Beyond Silver
Starting from silver casting, V.K. Jewels expanded into gold casting and CZ jewellery to meet evolving consumer demands for affordability, design variety, and lighter weight.
The portfolio now supports both wholesale and corporate brands of India with ready-to-sell designs, fast-moving collections, and trend-driven styles suited for modern consumers.
Top-of-the-Line Products
Flagship Products – Strong Visual Appeal
V.K. Jewels’ lightweight CZ-studded necklaces, daily wear rings, and earrings are among its top performers. These products are preferred by high-end wholesalers, retailers, and corporates due to their excellent finishing, competitive pricing, fast inventory turnover, and strong visual appeal.
The use of paper casting ensures reduced gold weight without compromising on design aesthetics.
Bestseller Highlights
The bestselling categories include CZ-studded necklace sets and rings, known for their rich look, lightweight structure, and durability. Customers appreciate their premium finish, long-wear comfort, and excellent value proposition, making them a favourite choice for wedding and festive purchases.
Design Innovation & Quality
Ensuring Innovation & Quality
V.K. Jewels continuously invests in design research, CAD development, and market trend analysis. A dedicated design team works closely with production to ensure every piece meets modern style expectations while maintaining high manufacturing standards.
Rigorous quality checks at every stage ensure precision and durability.
Quality Assurance & Ethical Practices
The company follows strict quality control processes, including material verification, multi-stage inspections, and standardised finishing protocols.
Ethical sourcing and responsible manufacturing practices reinforce brilliance, durability, and trust.
Network of Wholesalers & Retailers
Distribution Network
V.K. Jewels has built a strong nationwide distribution network with wholesalers, retailers, and corporate brands across major jewellery hubs.
Supporting the Network Amid Rising Gold Prices
With rising gold prices, V.K. Jewels supports partners through lightweight designs, paper casting innovations, competitive pricing, faster stock rotation, and consistent supply.
This enables retailers to maintain margins while offering attractive, high-demand products.
Plans for Growth & Expansion
Short-Term & Long-Term Strategies
Short-term plans include expanding the dealer network and introducing new trend-aligned collections.
Long-term strategies focus on scaling exports, entering international markets, expanding product categories, and strengthening global brand visibility.
Scaling Manufacturing Capacity
The company is investing in expanded infrastructure, modern machinery, and skilled manpower to enhance production capacity while maintaining quality and timely delivery.
Continuous process optimisation ensures scalability without compromising craftsmanship.
Technology, AI & Automation Integration
V.K. Jewels integrates advanced CAD/CAM technologies, automation in casting and finishing, and digital quality control systems.
The adoption of AI-driven design analysis, demand forecasting, and production planning tools enhances efficiency, accuracy, and operational optimisation.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.