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Budget is pushing gold-related policy suggestions into focus.

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As Finance Minister Nirmala Sitharaman prepares to present the Union Budget on February 1, the “yellow metal” has shifted from a traditional household hedge to a high-stakes policy challenge. With global gold prices flirting with the $5,000/oz milestone and domestic rates hitting unprecedented highs of Rs.1.5 lakh per 10 grams, the government faces a delicate balancing act between consumer relief and macroeconomic stability.

1. The Import Duty Tug-of-War

The 2024 decision to slash basic customs duty from 15% to 6% was a landmark move that successfully halved gold smuggling cases. However, the 2025-26 price rally has effectively wiped out those gains for the end consumer.

  • The Argument for a Cut: Industry bodies are pushing for a further reduction (potentially to 4%) to align domestic prices with global benchmarks. Proponents argue this would further formalize the market and boost the competitiveness of India’s gem and jewellery exports.

  • The Revenue Constraint: While a duty cut helps consumers, the government must weigh this against a widening Current Account Deficit (CAD). With gold import values rising 16% year-on-year (reaching ~$51 billion), further slashing duties could inadvertently encourage higher dollar outflows.

2. Monetizing “Idle” Wealth

A core theme emerging for Budget 2026 is the transition from physical to digital gold. Indian households hold an estimated $4 trillion in gold—nearly matching the nation’s GDP.

  • Sovereign Gold Bond (SGB) Revival: There is significant pressure to relaunch SGB tranches. These bonds are seen as a “win-win”: they provide the government with capital without the physical import burden, while offering investors tax-free capital gains and interest.

  • Tax Parity: Experts are calling for a unified tax structure. Currently, Gold ETFs become “long-term” after 12 months, whereas physical gold and gold mutual funds require 24 months. Correcting this disparity could be a key “Viksit Bharat” move to integrate gold into the formal economy.

3. The Industrial & Geopolitical Context

Unlike previous years, the 2026 budget is set against a backdrop of unique global pressures:

  • Safe-Haven Rush: Geopolitical tensions and US rate cuts have driven a 67% price surge in 2025.

  • Currency Volatility: A weaker Rupee has amplified global price hikes, making gold significantly more expensive for Indian buyers compared to international spot rates.

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Heer by GIVA Launches ‘She Is Not a Campaign’, Celebrating Women Beyond Performative Empowerment

Heer by GIVA launches a thought-provoking campaign that shifts the focus from performative empowerment to the authentic, everyday realities of modern womanhood

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Heer by GIVA, GIVA’s gold and lab-grown diamond jewellery brand, has unveiled its Women’s Day campaign titled “She Is Not a Campaign.” The initiative challenges the performative narratives often associated with Women’s Day, choosing instead to celebrate the quiet, honest realities of womanhood.

Every year, women are expected to embody inspiration, strength, and limitless ambition on cue. But real women don’t wake up every day to perform empowerment. Through this campaign, Heer by GIVA shifts the focus from idealized portrayals to authentic expressions of individuality, softness, contradictions, and everyday choices.

Instead of portraying women as constantly strong or inspirational, the campaign humanizes them, embracing their unfiltered moments, personal choices, and quiet confidence. Because real empowerment isn’t always loud and women don’t exist to become a headline, a hashtag, or a campaign brief.

At the heart of the campaign is a series of thoughtful digital films and visual stories released across Heer by GIVA’s social platforms. The content embraces minimal visuals and emotionally intelligent messaging, capturing moments that feel honest and relatable rather than performative. The campaign has also been amplified through influencer collaborations, where creators share their own interpretations of the message, reflecting on the everyday realities of being a woman rather than presenting curated notions of perfection.

Extending the campaign beyond digital storytelling, Heer by GIVA introduced an interactive out-of-home installation, transforming a routine public space into an experiential campaign touchpoint.

The bus shelter was redesigned using the campaign’s visual language and messaging. At the centre of the installation is a mirror integrated into the display, allowing people waiting at the bus stop to see their own reflection within the artwork.

With She Is Not a Campaign, Heer by GIVA hopes to move the conversation beyond symbolic gestures and toward a more meaningful acknowledgement of women’s experiences.

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