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Retail Gold Sales Drop 25% Amid Rising Prices, Lightweight Jewelry in Demand

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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.”

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Namibia  Looking At Close Collaboration With India On Skill Transfer, Training In Diamond Sector

Deepening Collaboration With India To Leverage Its World-Class Expertise In Diamond Cutting, Polishing, and Value Addition.

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GJEPC hosted a high-level media interaction at the Bharat Diamond Bourse (BDB), featuring a visiting Namibian delegation led by Hon’ble Gaudentia Kröhne, Deputy Minister of Industries, Mines and Energy, Namibia.

During the session, the Hon’ble Deputy Minister highlighted Namibia’s vision to cultivate a close, multi-faceted partnership with India, focusing on skill transfer, technical training, and capacity building within the diamond cutting and polishing industry.

Key Takeaways & Strategic Objectives

  • Skill Transfer & Training: Deepening collaboration with India to leverage its world-class expertise in diamond cutting, polishing, and value addition.
  • Investment Opportunities: Extending an invitation to Indian jewelry manufacturers to establish local operations and manufacturing facilities in Namibia.
  • Ease of Doing Business: Implementing single-window “One-Stop Centres” designed to streamline business operations, company registrations, and visa processing for international investors.
  • Legislative Reforms: Preparing for the upcoming passage of the Special Economic Zone (SEZ) Bill, which will serve as a key economic catalyst across multiple industrial sectors.

Strengthening Bilateral Trade

This strategic dialogue underscores Namibia’s push toward downstream industrial expansion and mineral beneficiation. By leveraging India’s global leadership in diamond processing, Namibia aims to create high-value local employment while offering Indian manufacturers robust growth opportunities backed by modernized governance and infrastructure.

Shri Kirit Bhansali, Chairman, GJEPC, said:

“Namibia produces the world’s highest-value rough diamonds, while India cuts and polishes 14 out of every 15 diamonds globally. With the proposed 15-year tax exemption for Special Notified Zones, India can now offer producer nations not just manufacturing, but a global trading hub. We look forward to building a lasting partnership with Namibia.”

Anoop Mehta, Convener – Diamond Panel, GJEPC, said:

“We have invited Namibia to bring its rough diamonds to India and utilise the new tax framework for trading through the Special Notified Zones. This will give Indian MSMEs more direct access to high-quality rough diamonds without the need to travel overseas. We are exploring this opportunity closely and, if the discussions progress, we would be happy to work towards an MoU with Namibia. We are very positive that, with this new policy, a greater share of Namibia’s diamond trade can come directly to India.”

anoop mehta

Highlighting the quality of Namibia’s production, Ms. Gaudentia Krohne, Deputy Minister, Ministry of Industries, Mines and Energy said:

“Namibia is having the best quality of diamonds in the world. We do not have the quantity, but we have the best quality. That’s why I am really proud to come from Namibia and talk about the Namibian diamonds in India.”

The delegation also saw a potential role for India’s diamond trading infrastructure in bringing Namibian roughs closer to Indian buyers. “We can bring our diamonds here, showcase them here and even sell them. If this platform created by India is already being used by other countries, why can Namibia not make use of it too?” Ms. Krohne added.

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