National News
Retail Gold Sales Drop 25% Amid Rising Prices, Lightweight Jewelry in Demand
A 4% rise in gold prices in March has led to a significant 25% decline in retail gold sales at jewelers and a 60% drop in Zaveri Bazaar. Indian families with upcoming weddings are feeling the pinch of higher gold prices, turning to lighter, lower-carat jewelry to meet bridal jewelry demands. Despite this, demand is expected to pick up during Akshay Tritiya in April, though lightweight jewelry remains the preferred choice.
Gold prices saw a near-4% increase in the first half of March, bringing down retail sales by 25% compared to the same period last year. Zaveri Bazaar, a hub where retail jewellers buy bullion and jewelry in bulk, saw a 60% drop in sales.
Senco Gold & Diamonds, Joy Alukkas, PNG Jewellers, Mamraj Musaddilal Jewellers, and senior executives from the India Bullion & Jewellers Association mentioned that Indian families, especially those with weddings planned for the upcoming season, are stressed by the escalating prices. As a result, they are opting for lightweight jewelry, as high prices make it difficult to stick to the traditional gold jewelry budgets.

Suvankar Sen, the chief of Senco Gold, shared that sales of small-ticket gold jewelry in the ₹30,000 – ₹40,000 price range have dried up. “The high prices are keeping customers away from spending on gold,” he said. On March 18, gold was priced at ₹88,256 per 10 gm in the physical market, with a 3% Goods and Services Tax (GST), pushing the cost to ₹90,903 per 10 gm.
“Those who have weddings in the family are buying lightweight jewellery as they cannot stretch the budget. Demand has dropped by 15% beginning from March and if this rally continues, the recovery in demand may not happen. The next big sales can only happen during Akshay Tritiya, which falls on April 30,” said the MD of Senco Gold & Diamond.
Despite the rise in prices, the demand has remained sluggish in South India too. “Compared to last March, demand is down by up to 25%. While the high price is a big factor in this demand drop, other things like board exams have slowed down demand as well,” said Baby George, CEO of Joy Alukkas.
Saurabh Gadgil, chairman of PNG Jewellers, also highlighted the shift in preferences. “People are buying lightweight jewellery, and many are exchanging old gold jewellery with new ones. The volumes are getting impacted but value-wise the jewellers are not facing any issue.”


Avinash Gupta, partner at Hyderabad-based Mamraj Musaddilal Jewellers, noted that while demand has softened, it hasn’t reached alarming levels. “Demand will bounce back in April due to weddings and Akshaya Tritiya, but definitely the preference will shift to lightweight and lower caratage jewellery.”
National News
Consumers Are Offloading Gold For Cash On Fears Of Further Decline In Prices
Major Scrap-Buying Operations Are Reporting Unprecedented Volume Growth
A growing conviction that the precious metal has peaked is driving a historic selling spree across India, the world’s second-largest gold consumer. Indian consumers offloaded nearly 50 metric tons of old gold during the April-June quarter—a staggering 43% surge compared to the same period last year. The rush to liquidate highlights a fundamental shift in how Indian consumers view their gold: less as an emotional keepsake, and more as a tactical financial asset to be traded for profit.
While gold prices have retreated from an all-time high of roughly Rs 1.8 lakh per 10 grams ($2,160) earlier this year, they remain elevated at around Rs 1.4 lakh. Fears that the market could cool further—potentially dropping to Rs 1.2 lakh—have triggered a wave of profit-taking. Instead of the traditional practice of exchanging old necklaces and bangles for new designs, consumers are increasingly demanding cold, hard cash.
This behavior is fueling a boom for India’s organized gold recycling sector. Major scrap-buying operations are reporting unprecedented volume growth. Muthoot Exim, a prominent player in the space, saw a 40% year-over-year volume spike across its network of more than 100 “Gold Point” centers.
The surge in domestic recycling comes at a critical time for India’s macroeconomic balance. The country is overwhelmingly dependent on foreign bullion to satisfy domestic demand, splurging an estimated $72.4 billion on gold imports in the fiscal year ended March 2026.By pushing idle gold back into the supply chain, the recycling boom provides a vital domestic cushion, reducing the country’s reliance on fresh mining imports.
For global gold markets, the behavior of the Indian consumer remains a crucial swing factor. If the selling pressure persists, a steady stream of recycled domestic supply could cap India’s import appetite, potentially easing broader global price pressures.
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