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.
JB Insights
From Customer Intelligence To Autonomous Growth Intelligence: Deepansh Bhargava Senior Vice President & Head Marketing at VBJ
From Customer Intelligence To AI-powered Growth Decisions, The Next-Gen CDP Is Built To Create Measurable Incremental Value.
For the last 6 years, Customer Data Platforms have transformed how brands understand their customers. They have brought fragmented data together, created unified customer profiles, enabled segmentation and made personalisation more intelligent. But the next evolution of CDPs will not be defined by how much customer data they can organise. It will be defined by how intelligently AI can convert that data into consumer value and incremental business outcomes.
The shift is from Customer Intelligence to Growth Intelligence.
Businesses today know more about their existing customers than ever before their purchase history, frequency, preferences, lifetime value and likelihood of buying again. Yet the larger opportunity lies in moving beyond what customers did to understanding what they need next, where their behaviour is changing and where the next phase of growth will come from. This also requires a sharper focus on incrementality.
Revenue, ROAS, conversions and engagement tell us what happened. But they do not always tell us how much of that outcome was created because of an intervention and how much would have happened anyway.
That difference is the Delta. AI can help take CDPs beyond systems of customer intelligence and turn them into systems of consumer and commercial decision intelligence. Instead of simply identifying customers with a high propensity to purchase, an intelligent growth system could identify intent, unmet needs and moments that matter then evaluate opportunities across acquisition, retention, frequency, basket size, category penetration, pricing, media, events and geography to identify where the highest incremental growth opportunity lies.
Growth intelligence should also help businesses identify where growth is likely to disappear. Early signals from customer behaviour, categories, geographies or spending patterns could reveal risks long before they become visible in the P&L. AI could identify the source of the risk, estimate its potential commercial impact and recommend interventions to change the trajectory. This is where the future becomes particularly interesting.
AI should not just predict customers. It should increasingly help predict the business.
The next generation of AI agents could continuously monitor customer behaviour, sales, categories, inventory, geographies, media and store performance. They could identify anomalies, form hypotheses, estimate commercial impact, recommend interventions, test them and measure the incremental outcome.
The role of the marketer would evolve from simply managing campaigns to managing the intelligence, strategy and guardrails around a more autonomous growth system.
This evolution can be built around three principles: Anticipate, Act and Account.
1. Anticipate where consumer needs and growth will emerge and where they may disappear.
2. Act by identifying and eventually executing the most relevant intervention for the consumer and the business.
3. Account for whether that intervention genuinely created incremental value.
The CDP of the future, therefore, should move beyond being a platform that simply manages customer data. It should become a Growth Decision Platform one that helps businesses understand consumers better, identify opportunities, detect risks, recommend actions, measure incrementality and continuously learn from every intervention. The ultimate measure of such a platform should not be the volume of data it manages.
It should be much simpler:
Show me the Delta you create.
Because ultimately, consumer centricity is not the opposite of growth. It is where sustainable growth begins.
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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.