JB Insights

Akshaya Tritiya 2025: Positive consumer sentiment adds glitter and shine India’s jewellery sector

Published

1 year ago

May 2, 2025

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.

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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

15 hours 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.