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Indians prefer bars and coins to jewellery as gold reaches record highs

Indians prefer bars and coins to jewellery as gold reaches record highs
Indians prefer bars and coins to jewellery as gold reaches record highs

Prachi Kadam, a Mumbai-based homemaker, has been buying gold jewellery to mark the festive season for nearly 20 years. She combines tradition and personal style. The record price rise this year, however, led Prachi Kadam to opt for a 10-gram coin rather than necklaces or bracelets.

Kadam said, "I love jewellery because it can be worn at functions. But, I find it hard to justify an extra 15% in making fees." Kadam is one of millions of Indians who consider buying gold during festivals auspicious. "I settled on a 10-gram piece of coin this time," said Kadam.

Her decision is part of a larger shift in India. The country has one of the largest gold markets in the world, and the metal has a deep cultural and economic significance. Consumers are turning away from jewellery and towards small coins and gold bars as prices continue to rise. This is the biggest annual increase in 46 years.

Global gold prices have risen 67% this year due to a combination of factors including U.S. rate cuts, a weaker currency and strong demand for safe-haven investments. They reached a record high on December 26, reaching $4,549.7 a troy ounce.

Indian gold prices rose 77% in this year. This outpaced the Nifty 50's 9.7% increase, and was aided by a 5% drop in the rupee versus the dollar.

The price surge changes buying habits

Analysts claim that the trend will continue into 2026 and cushion a fall in demand. This is in line with a global slowdown of ornament purchases due to an increase in bullion price.

Others may choose to buy less gold instead of abandoning their jewellery.

Nibeditachakraborty, a Kolkata resident, said that her household budget had not kept up with the?rising price of goods. She therefore switched to lighter designs.

Chakraborty stated that reducing the weight by just six or seven gram of a gold pendant can save you more than 100,000 rupees (1,114 dollars).

Saurabh Gadgil said that as prices increase, consumers become more value- and design-conscious. In June, the company launched a sub-brand of lighter and lower-carat jewelry.

Gadgil stated that modern craftsmanship makes lightweight jewellery more aspirational than entry level.

The World Gold Council (WGC), a global trade association, reported that India's gold demand in the first nine month of 2025 fell by 14% compared to the same period last year. Jewellery consumption dropped 26%, to 278 tons, while investment rose 13%, to 185 tonnes. The World Gold Council (WGC) reported that investment accounted for a record 40 percent of the total demand over this period, underscoring gold's role as an important store of wealth among Indian households.

Prithviraj KOTHARI, President of the India Bullion and Jewellers Association, said that the shift from jewellery to investment gold is expected to continue through 2026.

Kothari stated that consumers are buying gold coins, gold bars or gold ETFs in the belief that "the rally" will continue.

WGC reports that India's gold-backed ETFs have seen an inflow of $3.3 Billion, or 28.7 tonnes, this year. This has increased their holdings to 86.2 tonnes.

Metals Focus, a leading industry consultancy, expects India's jewellery market to continue to soften into 2026. The full-year jewellery consumption is projected to decline by another 9%. It added that as gold becomes less affordable, consumers have shifted their jewellery preferences to lighter weights and lower carataages.

Santosh Kataria is the chairman of DP Abhushan Ltd. He said that there has been a growing acceptance for lower-carat jewelry, such as 18-carat or 14-carat options. This is especially true amongst younger customers and professionals.

Kataria stated that these pieces are suitable for everyday use and allow the buyer to stay within budget while enjoying attractive designs.

(source: Reuters)