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CaratLane Accelerates Growth as Young Shoppers Redefine India’s Jewellery Market

Titan’s jewellery arm eyes expansion in smaller cities and abroad, driven by surging demand for lightweight, low-carat, design-led collections among millennials and Gen Z.

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CaratLane, a subsidiary of Titan Company, is embarking on an aggressive expansion strategy this financial year, fueled by rising demand among young Indian consumers for lightweight and lower-carat gold jewellery.

The brand plans to open over 40 new stores—many in tier-2 and tier-3 cities—as it capitalizes on shifting preferences that favor self-adornment, affordability, and everyday wear over traditional high-carat gold purchases. The trend is being led by millennials and Gen Z shoppers, who are increasingly opting for accessible luxury amid soaring gold prices.

Earlier this year, CaratLane introduced its 9-carat gold collection around Valentine’s Day, tapping into a growing appetite for stylish yet affordable pieces. This shift marks a notable change in India’s jewellery landscape, historically dominated by 22-carat gold used for investment and ceremonial purposes.

At the close of March 2025, CaratLane operated 322 retail outlets across the country, making it the Tata Group’s second-largest jewellery brand in terms of store count. In FY25, the company reported a 24% year-on-year revenue increase, earning Rs. 35.83 billion with nearly Rs. 3 billion in operating profit—its best financial performance so far.

CaratLane is also ramping up its international footprint, with a second U.S. store set to open in Dallas before Diwali, and two new Dubai locations expected within the next eight months.

Despite economic challenges and high gold prices, the company has successfully raised its average bill value by about 10%, thanks to a broader product mix and new design-led collections.

Currently contributing around 6% to Titan’s overall revenue, CaratLane is poised to become a key player in the fast-growing segment of affordable, everyday jewellery—reshaping India’s gold-buying culture in the process.

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Outstanding gold-backed loans  surge by  128% from a year earlier

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India’s appetite for borrowing against gold is reshaping the country’s credit landscape. Outstanding gold-backed loans have surged 128% from a year earlier, crossing Rs.4 lakh crore ($48 billion) for the first time, according to data from the Reserve Bank of India. As of Jan. 31, loans secured by gold jewellery stood at Rs.4,00,517 crore, marking one of the fastest expansions in retail credit in recent years.

The boom in gold loans has helped propel overall non-food bank credit growth to 14.4% year-on-year. Personal loans now account for 34.5% of total bank lending, outpacing other segments and underscoring a broader shift toward consumer-driven credit expansion

Gold loans alone contributed roughly 9% of incremental bank credit during the period. Between January 2024 and January 2026, outstanding gold-backed credit rose by nearly Rs.3.1 lakh crore—an increase of about 338% over two years—more than quadrupling the size of the portfolio.

Two factors are driving the surge. First, gold prices have climbed roughly 152% over the past two years, increasing the collateral value of household holdings. Second, regulatory guidance requiring banks to classify loans secured by gold explicitly as gold loans has sharpened reporting and accelerated balance-sheet growth in the segment.

The trend highlights a distinctive feature of India’s financial system: households’ vast stock of physical gold, long viewed primarily as a store of wealth, is increasingly being mobilized as collateral for formal credit.

While personal lending and credit to nonbank financial companies within the services sector continue to expand rapidly, industrial credit remains uneven. Loans to micro, small and medium enterprises are growing steadily, but borrowing by large corporations has stayed relatively muted.

Since March 21, 2025, banks have added Rs.21.8 lakh crore to their non-food loan books, translating into 12% growth for the financial year to date. Yet it is gold—rather than factories or infrastructure—that is emerging as one of the most dynamic engines of India’s current credit cycle.

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