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WGC India’s gold market update: Mixed demand

Gold pauses in May, shines again in June

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Gold prices in May saw a pause in the uptrend after four consecutive months of gains, ending the month nearly flat just below US$3,300/oz.2 Trading was largely range bound, with gains capped by global gold ETF outflows and the strong returns of April. At the same time, tariff-related policy risk, a weaker US dollar, and rising inflation expectations supported prices. Gold regained momentum in June, rising 5% month-to-date to US$3,435/oz,3 driven by the flare-up in geo-political tensions following the Israel-Iran attacks and a rebound in ETF demand. Year-to-date, gold remains a standout performer, up 32% in USD terms.  

Domestic gold prices broadly followed international trends, closing May 1% higher and moving in the INR92,000–97,000/10g range.4 So far in June, prices have risen by 4%, reaching INR98,732/10g.5 Domestic prices however, have continued to trade at a discount to international benchmarks (after adjusting for exchange rate and taxes),6 primarily due to subdued jewellery demand. The average discount has widened significantly – from US$12/oz in mid-March to over US$38/oz by 13 June.7

Soft jewellery sales, healthy investment and credit flows

Jewellery demand has been underwhelming following the April-May wedding season. According to market reports, softer prices in May boosted store footfalls, particularly for larger retailers offering promotional campaigns. Despite this, demand remained subdued and was largely centred around need-based purchases.

In contrast, physical investment demand for gold bars and coins, which account for nearly 30% of consumer demand, has been sustained, supported by positive price momentum. There has been a steady and gradual uptick in demand for these products, underpinned by expectations of further increase in gold prices and relatively lower fabrication costs. Notably, demand has been concentrated in lower-grammage coins, particularly those weighing less than 10g.

Anecdotal reports suggest that consumers are increasingly monetising their existing gold jewellery holding, either by exchanging them for new pieces, liquidating them, or using them as collateral for loans. The RBI’s recent relaxation of norms for loans against gold jewellery is expected to further support this trend.8 As of end-April lending by commercial banks in this segment had surged nearly 120% y/y to INR2,230bn (US$26bn).

Gold ETF inflows resume  

Indian gold ETFs regained momentum in May, recording net inflows of INR2.9bn (US$34mn) after two consecutive months of outflows. The inflows, though modest compared to the 10-month average of INR15.3bn (US$181mn) up to February, exceeded our initial estimate – based on early data,9 and  reflected renewed investor interest. This was likely supported by sustained safe – haven demand amid ongoing geopolitical turmoil and market volatility.  Preliminary data indicates that the trend of net inflows persisted through the first half of June.

According to data from the Association of Mutual Funds in India (AMFI), the cumulative assets under management (AUM) of the 20 gold ETFs rose to INR624bn (US$7.3bn), marking a 97% y/y and 2% m/m increase. Total gold holdings inched up to 64.65t, with an addition of 0.2t during the month. Investor participation also continued to grow, with 0.22mn new accounts (or folios) added during the month, bringing the total number to 7.3mn, a 38% y/y growth, signalling continued and broadening investor interest in gold as a financial asset.  

RBI extends gold buying pause

The RBI has stayed on the sidelines of gold buying since March, adding just 3.4t so far this year,10 sharply lower than the 30.6t purchased during the same period last year. This pause could likely be linked to the steep rise in gold prices since the beginning of the year, a trend we have observed among some other central banks too.

However, despite the lower purchases, India’s gold reserves have climbed to a record 879.6t, now accounting for 12.3% of total foreign exchange reserves, up from 8.7% a year ago. This marks the highest ever share of gold in the reserves, underscoring its growing strategic role in the RBI’s reserve mix.

Imports soften further 

Gold imports in May totalled US$2.5bn, marking a 13% y/y decline and an 18% drop from one month ago. This represents the second consecutive month of decline and aligns with a softer domestic demand environment. Based on our estimates, import volumes for the month were in the range of 27t to 32t, down from 35t in April and significantly lower than the 41t recorded in May 2024.

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Zithara.AI Partners With Tyaani Jewellery To Enable Smarter Customer Engagement

Collaboration to leverage AI native CRM capabilities for personalised customer interactions and stronger customer relationships

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Zithara.AI, an AI native customer engagement platform for offline retailers, has partnered with Tyaani Jewellery by Karan Johar to strengthen customer engagement through technology and data driven insights across the brand’s retail operations.

Through the partnership, Tyaani Jewellery will leverage Zithara.AI’s AI native CRM platform to bring greater structure to customer engagement and relationship management. The platform will enable the brand to organise customer information, understand engagement patterns, and create a more connected view of customer interactions. The platform will help Tyaani Jewellery strengthen its approach to customer engagement by enabling more structured and data driven interactions with its customers.

The collaboration is aimed at helping Tyaani Jewellery build stronger relationships with customers beyond individual transactions while creating greater opportunities to increase sales and repeat purchases. By using customer insights to identify relevant engagement opportunities, the platform will support the brand in following up with potential customers, re engaging existing customers and delivering more personalized communication based on customer preferences and purchase behaviour. This can help improve customer conversions, strengthen retention and enable retail teams to turn customer data into actionable insights that contribute to increased sales, stronger customer lifetime value and long term revenue growth.

Speaking about the partnership Manraj Singh, Chief Marketing Officer, Tyaani Jewellery said:

“Jewellery is a highly personal category, and the relationship between a brand and its customer extends well beyond a single purchase. As customer expectations evolve, it is important for us to understand their preferences and interactions better and use that understanding to create more meaningful experiences. Our association with Zithara.AI will help us bring greater intelligence and personalisation into our customer engagement, while enabling us to build stronger and more lasting relationships with our customers.”

Varun Kashyap, Co-Founder, Zithara.AI, said:

“Tyaani Jewellery has created a distinctive identity in the contemporary jewellery space, and its approach to engaging with modern consumers makes this partnership particularly meaningful for us. We see a strong opportunity to help the brand make better use of customer data and translate those insights into relevant, timely and personalised engagement. Our platform is designed to help retailers strengthen relationships throughout the customer journey rather than limit engagement to the point of purchase.”

Sridevi Reddy, Co-founder, Zithara.AI, added:

“Customer engagement in jewellery retail is increasingly about understanding the individual behind every transaction. With AI native capabilities, retailers can move from broad based communication towards experiences that are more relevant to customer preferences, behaviour and purchase journeys. Through our partnership with Tyaani Jewellery, we aim to support the brand in creating a more connected and intelligent customer engagement framework at scale.”

The partnership reflects the growing role of AI and customer data in shaping the next phase of jewellery retail, where personalised engagement and long term customer relationships are becoming increasingly important. Through the collaboration, Tyaani Jewellery and Zithara.AI aim to create a more connected and data driven approach to customer engagement that supports stronger relationships and the brand’s continued retail growth.

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