Kamal Ghorui
This Akshaya Tritiya, India’s gold and silver markets are heading for bumper purchases, with overall trade likely to cross Rs 20,000 crore even as record-high prices reshape buying patterns. The estimate, shared by the Confederation of All India Traders (CAIT), is higher than last year’s Rs 16,000 crore, signalling growth in value despite a sharp rise in bullion rates.Prices for the yellow metal have surged sharply over the past year, going from Rs 1,00,000 per 10 grams, to Rs 1.58 lakh. Meanwhile, silver has shown a steeper rally, jumping from Rs 85,000 per kilogram to Rs 2.55 lakh per kilogram. According to CAIT, this sharp escalation has not weakened demand, but is instead prompting consumers to make more deliberate and value-oriented purchases.Praveen Khandelwal, member of parliament from Chandni Chowk and secretary general of CAIT told ANI, “Akshaya Tritiya has traditionally been one of India’s most auspicious occasions for purchasing gold… While gold continues to dominate, the nature of purchasing is evolving significantly in response to steep price escalation.”Commenting on customer preference, CAIT national president BC Bhartia highlighted, “There is a clear shift towards lightweight, wearable jewellery, alongside a stronger focus on silver and diamond products. Attractive incentives such as reduced making charges and complimentary gold coins are also helping sustain consumer interest.”Despite the increase in overall trade value, the quantity of metals being sold tells a different story. Pankaj Arora, National President of the All India Jewellers and Goldsmith Federation (AIJGF), an associate of CAIT, explained that the projected Rs 16,000 crore gold trade amounts to nearly 10,000 kilograms (10 tonnes) at current rates. The value, spread across an estimated 2 to 4 lakh jewellers, translates to average sales of only 25 to 50 grams per jeweller, “clearly indicating a sharp decline in volume”.Meanwhile for silver, the estimated Rs 4,000 crore trade corresponds to around 1,56,800 kilograms (157 tonnes), resulting in average sales of about 400 to 800 grams per jeweller during the festival period. “These figures underline a critical shift: while the value of business is expanding due to rising prices, actual consumption is contracting,” Khandelwal said.This gap between value and volume is also reshaping consumer’s buying pattern, with smaller items and lightweight jewellery gaining popularity. At the same time, jewellers are facing challenges due to fluctuating prices, especially when it comes to managing inventory.Even so, festive demand remains steady, with markets witnessing healthy footfall. “Consumers are now adopting a more cautious and pragmatic approach, balancing traditional beliefs with financial discipline,” Khandelwal added.At the same time, it’s not just about physical gold anymore as consumers are increasingly exploring alternatives like digital gold, Sovereign Gold Bonds and gold ETFs, drawn by the promise of liquidity, safety and flexibility when prices are volatile.CAIT and AIJGF have urged jewellers to comply with mandatory hallmarking standards, including HUID certification, and advised buyers to verify the purity and authenticity of their purchases.
