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Gudi Padwa jewellery sales flat; demand for gold coins surges

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 Gold prices have surged to nearly Rs 90,000 per 10 grams (excluding GST) in the physical market, leading to a noticeable decline in jewellery sales in Maharashtra/Goa during Gudi Padwa, a festival traditionally associated with gold purchases. Despite this, demand for gold coins as an investment remains strong, as consumers anticipate further price appreciation. Mumbai’s largest gold hub has observed a shift in consumer behavior toward gold coins and bars. Traders said  that buyers are purchasing gold coins with the expectation of future price increases.

As of Gudi Padwa, gold prices have reached nearly Rs 90,000 per 10 grams, making gold jewellery significantly more expensive. Higher prices have deterred traditional jewellery buyers, shifting demand towards investment-oriented purchases, such as gold coins. Industry experts anticipate that gold prices may continue to rise, reinforcing gold’s status as a long-term store of value.

Equal demand was observed between gold jewellery and investment-grade coins. Retailers introduced discounts and exchange offers, but high prices still impacted sales volume.Tier-2 cities experienced similar trends, with more gold coin buyers than jewellery shoppers. Lightweight jewellery, silver accessories, and gold-plated ornaments saw higher traction compared to heavy gold jewellery.

Global trade tensions and potential U.S. Fed rate cuts are boosting gold’s attractiveness as an investment. Investors are shifting towards gold due to its historical role as a hedge against inflation and economic instability The Indian Rupee’s performance against the U.S. Dollar is also a contributing factor to local gold price fluctuations.

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KISNA Offers Up To 105% Value On Old Gold, 100% Off Making Charges For Dhanteras, Diwali

Festive Benefits Include Gold Rate Protection With A 25% Down Payment and A Chance To Win 823 Vehicles

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With Dhanteras and Diwali approaching, KISNA Diamond & Gold Jewellery, one of India’s foremost jewellery brands, is offering customers a range of festive purchase benefits, including up to 100% off on making charges on select gold and diamond jewellery and 105% exchange value on old gold towards diamond jewellery purchases. The offers are part of the brand’s ongoing Gift Happiness initiative, aimed at providing greater value to customers amid fluctuating gold prices and festive jewellery demand.

The old-gold exchange offer enables customers to use their existing gold towards new diamond jewellery purchases, while the making-charge concession helps reduce additional purchase costs. KISNA is also offering Double Gold Rate Protection with a 25% down payment, allowing customers to plan eligible jewellery purchases in advance while protecting themselves against increases in gold prices, subject to applicable conditions.

Adding to the festive benefits, KISNA’s nationwide ‘Shop Sparkle Win ’26’ campaign offers customers a chance to win 823 vehicles, comprising 247 cars and 576 scooters, through three lucky draws across 218 cities in 24 states. Customers purchasing diamond jewellery worth ₹25,000 or gold jewellery worth Rs 75,000 qualify for participation. The final draw is scheduled for the first week of December 2026.

Commenting on festive jewellery purchases, Parag Shah, CEO, KISNA Diamond & Gold Jewellery, said:

“Dhanteras and Diwali remain important occasions for jewellery purchases, whether for personal use, gifting or family celebrations. While gold prices influence buying decisions, customers are also mindful of making charges, exchange value and the overall cost of their purchases. Our focus is on addressing these considerations through offers that provide greater flexibility and value, while making jewellery purchases more convenient during the festive season.”

Beyond the festive offers, KISNA continues to provide 90% buyback and 95% exchange value on diamond jewellery, including making charges, under its applicable policies. The brand’s festive propositions are available through its expanding retail network of 170+ exclusive showrooms and over 1,500 retail touchpoints across 400+ cities, catering to jewellery shoppers across metro and non-metro markets.

All offers are subject to applicable terms and conditions, product eligibility and availability at participating outlets*

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