Market Size and Growth

The Gem & Jewellery Council (GJC) estimates India’s Dhanteras gold business at roughly ₹60,000 crore on preliminary assessment. Rajesh Rokde, Chairman, GJC, says value growth is expected at 15–20% over last year, with volumes “almost at the same level.” He calls it “a very encouraging start for the jewellery industry.”

Retailers are reporting stronger numbers. Suvankar Sen, MD & CEO, Senco Gold Ltd, reports sales value up over 25% year on year, with higher store footfalls. Dr. Saurabh Gadgil, CMD, PNG Jewellers, says industry indications point to 25–30% incremental performance. He attributes this to easing prices, strong pre-Dhanteras bookings and a long Diwali weekend. Jignesh Mehta, Founder & MD, Divine Solitaires, reports 30% growth in festive sales.

What Customers Are Buying

• Gold: Sachin Jain, Regional CEO India, World Gold Council, notes strong walk-ins across retail markets. Buyers are choosing jewellery, coins, bars, ETFs and digital gold. He says the recent price moderation has given buyers relief.
• Diamonds: Senco Gold’s Sen says diamond jewellery sales “have grown impressively.” Divine Solitaires’ Mehta points to rising interest in natural diamond solitaires for gifting, milestones and self-purchase, led by smaller solitaires and lightweight pieces.
• Silver and multi-metal: Ansh Anand, CEO, Punjab Jewels, reports strong interest across gold, diamond, platinum and silver. PNG’s Gadgil adds that silver jewellery and articles are in high demand.
• Men’s jewellery: Sen flags growing interest, with Senco’s Aham line catering to men who see jewellery as personal style.

Key Trends

1. Lighter, everyday designs are gaining. Sen sees growing interest in lighter, more versatile designs alongside traditional gold and coins. Jayantilal Challani, Chairman, Challani Group of Companies, observes a visible shift from heavy traditional jewellery to everyday elegance.

2. Value-conscious, disciplined buying. Challani describes buyer mood as “calculated optimism and value-driven purchasing,” with high gold rates prompting disciplined shopping. Punjab Jewels’ Anand says customers are prioritising design, craftsmanship and quality alongside investment value, and festive enthusiasm has held despite elevated metal prices.

3. Trust and transparency matter more. Divine Solitaires’ Mehta says consumers place greater emphasis on transparency, authenticity and quality assurance. He cites the company’s 123-parameter Quality Guarantee and standardised pricing as the response.

4. Old gold exchange is a growth lever. PNG’s Gadgil says exchange is playing a big role, including in tier 2 and tier 3 cities.

5. Weddings and savings-led purchases. Sen reports strong participation from wedding customers and from families buying jewellery as savings.

Outlook

Sentiment is positive heading into Diwali and the wedding season. The WGC’s Jain says the day’s response “offers an encouraging outlook for the year end.” Gadgil notes that sales usually pick up in the second half of Dhanteras, so early figures may understate the final tally. Challani adds that grassroots spirit remains intact, which gives hope to jewellers who sell big and heavy pieces.

Bottom line: Dhanteras 2026 is a value-led recovery. Price easing, wedding demand, diamond and silver momentum and strong festive bookings are driving growth, while volumes hold steady. Retailers who combine lighter designs, transparent pricing and exchange offers are best placed to gain.