As gold prices continue to soar, Titan Company is pivoting its Akshaya Tritiya strategy towards value-led growth over pure volume expansion. Aiming to ease consumer concerns, the brand is focusing on higher ticket sizes rather than pushing bulk gold sales, anticipating double-digit growth this festive season.

“With so many global uncertainties, gold has turned into a safe haven,” said Ajoy Chawla, CEO of Titan Company’s Jewellery Division, as reported by ET Retail. “But with prices spiralling, it has put pressure on consumer sentiments.”

Titan expects only a marginal increase in buyers this Akshaya Tritiya. To adapt, the company is shifting its marketing lens from traditional gold offerings to diamond and precious gemstone bridal jewellery, launching four region-specific wedding collections, and boosting the visibility of The Rivaah Aashirwad, its gold rate lock-in program.

“Gold is a commodity—it can’t stay elevated forever,” Chawla added. “We’re cautiously optimistic. India’s festive spirit is intact, even as global headwinds persist.”

While walk-in footfall remains muted, investment-driven gold purchases, particularly gold coins, have held strong. In response, Titan has slashed weight-dependent making charges to as low as 3.5%, depending on the product.

Part of the Tata Group, Titan’s fine jewellery portfolio includes brands such as Tanishq, Mia by Tanishq, and Zoya. Its broader offerings span watches, wearables, fashion accessories, and fragrances.

“In FY 2024-25, our best gold rate offer has seen 2.5x growth compared to the previous year,” Chawla shared, underscoring the shift in consumer behavior toward smarter, investment-led buying.