Archive · 25 Oct 2025
Soaring Gold Prices Reshape India's Festive Jewelry Purchases
Gold prices went up a lot, making new gold expensive.
This caused people to trade in their old gold jewelry instead of buying new pieces.
Jewelers are seeing more people exchange gold.
For example, almost half of Tanishq's sales are from old gold.
Rising prices impacted purchasing, but jewelers expect sales to pick up when prices stabilize.
In the North, East, and West of India, people traded in old gold most often.
The increased gold prices prompted people to use their existing gold.
Gold prices increased significantly during the festive season.
Consumers are increasingly exchanging old gold for new jewelry.
Major jewelers like Tanishq and Reliance Retail report a surge in exchanges.
Exchange programs and festive promotions boosted sales.
Exchange activity is most prominent in Northern, Western, and Eastern India.
- Who
- Consumers and major jewelers like Tanishq and Reliance Retail
- What
- Changes in gold buying patterns due to rising gold prices
- When
- Festive season, including Navratri and Dhanteras
- Where
- India, with regional variations
- Why
- Driven by a significant increase in gold prices, prompting increased gold exchanges.
- Gold Price Increase (Dhanteras)
- 69% increase from the previous year
- Tanishq Exchange Contribution (Dhanteras)
- Expected to reach 50% of sales
- Reliance Retail Exchange Percentage
- 30% of gold sales
- Senco Gold Exchange Percentage
- 45% of sales
- Regional Exchange Trends
- Most visible in West, North, and East India
