JB Insights
AKSHAYA TRITIYA 2026 – The Focus Now Is On Buying With Clarity, Purpose, Value and Personal Relevance
OVERVIEW
As Akshaya Tritiya 2026 approaches, coinciding with India’s peak wedding season, the jewellery and bullion sector is gearing up for robust demand. Market sentiment is distinctly positive, underpinned by gold’s safe-haven appeal, evolving consumer preferences, and strategic industry initiatives expected to deliver healthy growth across key markets.
While the traditional appeal of gold and diamonds remains a powerful driver, a clear transformation in consumer behaviour is underway. Buyers are increasingly seeking lightweight designs, personalized storytelling pieces, and value-conscious exchange programmes. Despite elevated gold prices and external geopolitical uncertainties, purchase intent has remained consistently strong. Silver demand has also gained significant momentum, driven by its affordability and investment value potential.
CONSUMER SENTIMENT & BEHAVIOUR
The modern jewellery and bullion buyer is more discerning than ever. Key behavioural trends this season include a growing preference for lightweight designs, personalized pieces, diamond-studded options, and value-conscious exchanges through old gold programmes. Interest in digital gold and silver is also rising, reflecting evolving investment preferences.
— Darshan Chauhan, Wholetime Director, Sky Gold and Diamonds Ltd
“Consumer sentiment this Akshaya Tritiya carries a quiet confidence — measured, yet deeply rooted in tradition. The occasion continues to transcend transaction; it remains a moment of belief, of beginnings, and of considered indulgence.”
Price volatility has prompted consumers to be more strategic, using gold exchange programmes and rate protection schemes to optimize value. Emotional resonance — jewellery that tells a story or marks a milestone — is becoming a primary purchase motivator.
— Eshwar Surana, MD, Raj Diamonds
“Today’s consumers are increasingly drawn to pieces that go beyond tradition, reflecting individuality and enduring value. We are also increasingly seeing a preference for larger diamonds with an excellent cut grade that are masterfully crafted for maximum sparkle and brilliance.”
INDUSTRY OUTLOOK & DEMAND DRIVERS
Gold’s Enduring Cultural Significance
Gold continues to be a mandatory purchase for millions of Indian households during Akshaya Tritiya, reinforced by its deep cultural symbolism as a harbinger of prosperity and good fortune. Its safe-haven appeal amidst global economic uncertainties further bolsters demand this season.
— Rajesh Rokde, Chairman, GJC
“Gold is a mandatory purchase for many households during this period, and its safe haven appeal amidst economic uncertainties will further bolster demand. However, jewellers and consumers should remain cautious of potential short-term volatility in gold prices, influenced by rising geopolitical tensions in the Middle East.”
Silver’s Rising Momentum
Silver demand has gained remarkable traction this season, driven by both its affordability relative to gold and its growing recognition as a high-beta investment opportunity. The convergence of industrial and investment demand is positioning silver as a compelling parallel play alongside gold.
— Prithviraj Kothari, MD, RiddiSiddhi Bullions Ltd | National President, IBJA | Chairman, JITO
“Gold and silver are no longer just safe-haven assets — they are the market’s clearest signal of global uncertainty. With the US-Iran ceasefire still fragile, FOMC minutes flagging inflation risks, and central banks continuing to accumulate gold at a record pace, the structural bull case remains firmly intact. Every meaningful dip remains a buying opportunity, not a reason to exit.”
Wedding Season Synergy
The overlap of Akshaya Tritiya with the auspicious wedding season creates a powerful demand multiplier. Bridal trousseau purchases, gift sets, and investment jewellery all see significant upticks. This synergy has encouraged leading jewellers to extend store hours and launch dedicated bridal collections.
— Eshwar Surana, MD, Raj Diamonds
“We are expecting good traction in high-value diamond-studded and wedding jewellery, as there are a lot of weddings planned this summer. The demand for quality diamonds has already been very strong in the run-up to Akshaya Tritiya.”
Transparency & Innovation as Growth Levers
Industry associations such as the GJC are placing renewed emphasis on consumer confidence through transparency initiatives, innovative design, and digital accessibility. These efforts are expected to broaden the addressable market and attract younger, first-time buyers.
— Avinash Gupta, Vice Chairman, GJC
“At GJC, our focus remains on empowering jewellers and enhancing consumer confidence through transparency, innovation, and exceptional designs, thereby driving growth in the jewellery sector.”
LEADING BRAND STRATEGIES
PNG Jewellers — Targeting 25–30% Growth in Central India
PNG Jewellers has launched aggressive campaigns across Goa, Uttar Pradesh, Madhya Pradesh, and Maharashtra. The brand is projecting a buying cycle well beyond the festive day itself, supported by:
◆ Attractive benefits on the old gold exchange
◆ Reduced making charges for the season
◆ Exclusive new collections curated for Akshaya Tritiya
◆ Extended store hours to maximize footfall and conversions
— Dr. Saurabh Gadgil, CMD, PNG Jewellers
“This Akshaya Tritiya, we are anticipating a strong and extended buying cycle, as the festival coincides with the wedding season. We are projecting healthy traction, with a targeted growth of 25% to 30% over last year, particularly in Central Indian markets such as Uttar Pradesh and Bihar.”
KISNA Diamond and Gold Jewellery — Gold Rate Protection Plan
For KISNA, Akshaya Tritiya is a cornerstone event contributing 15–18% of annual revenue. Recognizing heightened consumer sensitivity to gold price movements, the brand has introduced the innovative Gold Rate Protection Plan:
◆ Protects buyers against price increases post-purchase
◆ Expected to contribute approximately 25% of the monthly business
◆ Addresses growing demand for lightweight and diamond-studded pieces
◆ Actively promotes old gold exchange as a value-add mechanism
— Parag Shah, CEO, KISNA Diamond and Gold Jewellery
“This year, we are seeing a more value-conscious consumer, with gold price movements shaping purchase behaviour in the lead-up to the festival. We have introduced the Gold Rate Protection Plan as a strategic intervention to provide greater confidence and flexibility in the purchase journey.”
Raj Diamonds — Premium Bridal Collections
Raj Diamonds is focused on the premium end of the market with its signature high jewellery collections — Ruby Splendour and Ancient Splendour — designed for the discerning bridal buyer who values intrinsic quality alongside cultural significance.
◆ Ruby Splendour and Ancient Splendour signature collections
◆ Larger diamonds with excellent cut grade for maximum brilliance
◆ Crafted for consumers seeking individuality and enduring value
◆ Estimated 20–25% growth in value terms over the last year
BULLION MARKET PERSPECTIVE
Beyond jewellery, the bullion market is seeing parallel momentum driven by institutional and retail investment demand. The convergence of macro uncertainty, central bank accumulation, and silver’s industrial demand profile is creating a compelling case for both gold and silver this Akshaya Tritiya season.
— Narayan Debnath, MD, RadhaKrishna Jewellery Retail Pvt Ltd
“Market sentiment this Akshaya Tritiya is distinctly positive, supported by the continued rise in gold prices and its safe-haven appeal. There is also a clear uptick in interest towards digital gold and silver, reflecting evolving investment preferences. Silver demand has gained significant momentum this season, driven by its affordability and value potential.”
RISK FACTORS & MARKET CONSIDERATIONS
While the overall outlook is optimistic, industry leaders have flagged several considerations that jewellers and consumers should be mindful of:
◆ Short-term gold price volatility linked to geopolitical tensions, particularly in the Middle East
◆ Elevated base gold prices may compress margins if demand softens unexpectedly
◆ Shifting consumer preferences require continuous product innovation and design investment
◆ Growing expectations around transparency and certification demand robust supply chain practices
— Rajesh Rokde, Chairman, GJC
“Jewellers and consumers should remain cautious of potential short-term volatility in gold prices, influenced by rising geopolitical tensions in the Middle East.”
CONCLUSION
India’s jewellery and bullion industry enters Akshaya Tritiya 2026 with well-founded confidence. A combination of enduring cultural demand, strategic promotional campaigns, consumer-friendly financial schemes, and an industry-wide pivot towards transparency and personalization is set to deliver robust growth.
The clearest signal from this season is that the consumer of 2025 buys with intention. Whether it is a lightweight everyday piece, a bridal set, a premium diamond investment, or a silver bullion coin, the purchase carries meaning — and the industry is rising to meet that expectation with clarity, value, and variety.
JB Insights
India Raises Gold, Silver Import Duty To 15% To Curb Soaring Precious Metal Import Bills and Conserve Forex
Higher Duties Could Increase Prices, Impact Exports, and Create Liquidity Pressure For MSME Manufacturers Due To Rising Working Capital Requirements
#JbExclusive
The Finance Ministry on Wednesday raised effective import duty on gold and silver from 6% to 15% — comprising 10% basic customs duty and 5% agriculture infrastructure and development cess (AIDC) — effective 13 May 2026. The move aims to curb soaring precious metal import bills and conserve foreign exchange reserves as the West Asia crisis intensifies pressure on India’s trade balance.
Markets reacted swiftly. Titan fell as much as 1.5% on the day, extending a prior two-session decline of over 10%, while Kalyan Jewellers dropped as much as 5.9%. Gold and silver ETFs rallied sharply on expectations of higher domestic bullion prices. WGC data implies the 9-percentage-point hike could suppress annual consumer demand by roughly 57 tonnes — based on an estimate of 6.4 tonnes of demand suppression per 1% duty rise.
● Industry Voices
“Higher duties could revive gold smuggling, which had eased substantially after the 2024 duty reduction. Every 1% rise in import duty reduces consumer demand by approximately 6.4 tonnes — implying the hike could suppress demand by ~57 tonnes annually.”
Prithviraj Kothari, MD, RiddiSiddhi Bullions | National President, IBJA Bullions | Chairman, JITO
“Higher duties could increase prices, impact exports, and create liquidity pressure for MSME manufacturers due to rising working capital requirements. We urge continued dialogue for balanced solutions that support both economic goals and export growth.”
Kirit Bhansali Chairman, GJEPC
“The increase in customs duty is a temporary and calibrated measure in the present economic scenario. The trade should remain calm and confident — India’s jewellery sector has always demonstrated resilience and adaptability during challenging times.”
Rajesh Rokde Chairman, GJC
“It is important for the trade fraternity to avoid panic and continue business with confidence and responsibility. GJC fully supports the nation’s larger economic priorities and remains committed to constructive engagement with policymakers.”
Avinash Gupta Vice Chairman, GJC
“Due to the simultaneous occurrence of two events—the sudden 9% hike in import duty and statements made by PM Modi—both the jewelry industry and customers find themselves in a state of confusion. This is significantly impacting jewellers, artisans, and large factories alike.
My suggestion to everyone is to remain patient and avoid panicking. Everyone should avoid protests, shop closures, or any form of aggression. Once the government’s complete process is revealed, we can then consider all options through dialogue and discussion.”
Anurag Rastogi, North India Head – IBJA
“Business is already at nearly 50% of normal levels, and the duty increase will reduce consumption volumes further. Promoting lower caratage jewellery — 9ct, 14ct, 18ct — could make products more affordable and reduce gold usage. As an industry, we must stand with the government during this period.”
K. Srinivasan, CMD, Emerald Group
“An increase in import duty on gold typically has a direct impact on retail prices, influencing short-term consumer sentiment — especially for price-sensitive buyers. In the immediate phase, some customers may postpone discretionary purchases or wait for price stability. It can lead to a 10–15% volume decline to help control gold inflows into the country.
However, gold buying in India is deeply linked to weddings, festivals, and long-term wealth preservation, so demand is usually resilient over time.”
Suvankar Sen, MD & CEO, Senco Gold and Diamonds
“Changes in import duties on gold and silver are part of an evolving policy landscape, and the industry has consistently adapted with resilience and stability. We respect the government’s decision and recognize the broader economic considerations behind such measures.
Over the years, gold import duty has moved from 15% to 6% and now back to 15%. However, gold prices have never been driven by changes in duty alone. Global trends, rupee depreciation, and consumer demand remain key factors, while recent revisions reflect an already elevated domestic gold price environment.”
Chetan Thadeshwar, CMD – Shringar House Of Mangalsutra Ltd
“At SwarnShilp, we believe any duty increase is a reminder for the industry to become faster, more efficient, and more design-driven. Our focus remains on strong inventory planning, lightweight innovation, and timely delivery to support our customers despite market volatility.”
Surabi Karthik, President — South India Bullion Association, Secretary— Gold Bullion Association, Coimbatore
The customs duty on gold has gone up from 6% to 15%. This is not a punishment for our trade. Our Prime Minister is trying to protect India’s foreign exchange in a tough global situation — war tensions, Strait of Hormuz disruption, and rising import costs.
But we have a solution from within. India’s households hold 25,000 tonnes of gold sitting idle in lockers. Let us recycle this gold instead of importing more. Instead of borrowing working capital from foreign lenders, let us use India’s own gold through the Gold Monetization Scheme — and pay interest to our own people, not foreigners. This way, we can bring imports down from 700 tonnes to 500 tonnes — saving billions for our nation.
We are 2 crore people in this trade. We are not a burden — we are nation builders. Let us lead with pride and stand by our country in this hour. Together, we can solve this — the Indian way.
N Ananthapadmanabhan, MD, NAC Jewellers
The government’s decision to raise gold import duty from 6% to 15% is unfortunate, especially when closer to 30,000 tonnes of gold remain idle in Indian households. At GJC, we have long urged stronger implementation of the Gold Monetization Scheme by appointing jewellers as collection and mobilization agents, since they can connect with consumers more effectively than banks.
We have also proposed allowing every Indian woman to bring in up to 500 grams of gold without extensive KYC. These steps could unlock 2,000–3,000 tonnes, cut import dependence, and ease forex pressure.
The hike will impact sales in the short run, but in the long run, people have to buy for the weddings, so its impact will be minimal. This hike will encourage gold to come in unofficially to a great extent, which is detrimental, and will encourage hawala transactions to a great extent, contributing to a rise in tension in our country.
Shreyans Kothari, Gen. Secretary MWGJA
“While we support the government’s vision to strengthen the economy and manage imports, it is equally important to safeguard the interests of the jewellery industry, which supports millions of livelihoods across the country. A balanced and practical approach will help both the nation and the trade grow together.”
Khushboo Ranawat, Director – SwarnShilp Chains & Jewellers Pvt Ltd
● Industry Proposals
Lower caratage push
Promote 9K, 14K & 18K jewellery to cut gold consumption and keep prices within reach
Revamp GMS
Overhaul the Gold Monetization Scheme through jeweller networks to mobilize idle household gold
Old Gold Exchange
Scale consumer recycling programmes to reduce dependency on fresh bullion imports
● Risks to watch out for
● Dubai/CEPA arbitrage — GTRI warns that the India–UAE CEPA could make UAE-routed imports cheaper, partially neutralizing the duty’s intent
● Smuggling revival — duty spikes above 10% have historically correlated with the resurgence of grey-market gold flows into India
● Export competitiveness — higher landed costs raise working capital requirements for MSME exporters and could weigh on jewellery export volumes
– Raghav Dhir, Founder & MD, Dhirsons Jewellers, Dhiraj Dhir Group, Lajpat Nagar
“The revision in import duty is a significant policy shift, and while it will inevitably push up costs across the supply chain, it also presents a timely opportunity for consumers to rethink how they engage with gold. We strongly encourage our customers to bring in their old gold and exchange it for new jewellery.
This is one of the smartest ways to stay ahead of rising prices while refreshing your collection. At the same time, we believe this is the right moment for the industry and the government to come together and formalize a robust gold monetization scheme. India holds an estimated 25,000 tonnes of gold sitting idle in homes. Unlocking even a fraction of that through a credible, consumer-friendly programme would reduce our dependence on imports, ease forex pressure, and fuel domestic trade in a meaningful way. The policy intent is clear; what we need now is a structured mechanism that gives consumers the confidence to participate.”
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