Luxury and prosperity are prominently featured this festive season, as online platforms such as Amazon and BigBasket report a surge in gold, silver, and fine jewelry purchases in anticipation of Diwali and Dhanteras.
Sales in premium fashion on Amazon Fashion and Beauty have seen a significant increase, particularly in fine jewelry and luxury watches. “This festive season, premium fashion is experiencing remarkable growth, with luxury watches and gold and diamond jewelry — including lab-grown diamonds — driving demand,” stated Siddharth Bhagat, Director of Amazon Fashion and Beauty in India.
Amazon has reported a 96% year-on-year increase in gold jewelry sales, largely attributed to brands like CaratLane, PN Gadgil Jewellers, Joyalukkas, PC Chandra, KISNA, and Malabar Gold & Diamonds. Currently, the platform offers over 500,000 styles of silver, gold, and diamond jewelry, establishing itself as the leading online marketplace for fine jewelry.
According to Bhagat, there is strong demand for affordable fine jewelry, with customers purchasing pieces priced from ₹2,000 for silver to ₹40,000 for gold and diamond options. Notably, the demand for 14K daily-wear jewelry has surged by 50% year-on-year, while 18K styles are also increasingly popular.
In alignment with global trends, Amazon has entered the lab-grown diamond market, providing jewelry starting at ₹1,699 with over 50,000 available styles. “Amazon is the first and only online marketplace focusing on this whitespace,” Bhagat noted.
Gold coins remain a popular festive choice, with the 2-gram denomination being the most purchased. “Customers continue to prefer Amazon for their auspicious purchases of gold and silver coins during occasions such as Akshaya Tritiya and Dhanteras,” Bhagat added.
Similarly, BigBasket, a Tata-owned platform, reported a robust Dhanteras, with gold coin sales rising by 146% and silver coin sales increasing by 234% compared to last year. The demand for pooja essentials, including diyas, flowers, and festive decorations, grew by 54% year-on-year.
“Dhanteras is a time for prosperity, devotion, and togetherness. This year, BigBasket ensured our customers could celebrate without compromise, whether by buying auspicious coins or acquiring perfect gifts and pooja items in minutes,” said Seshu Kumar, Chief Buying and Merchandising Officer at BigBasket.
With 10-minute delivery and curated festive assortments, BigBasket has effectively combined technology with tradition, addressing shoppers’ last-minute festive needs — from auspicious purchases to celebratory gifts.
Both Amazon and BigBasket are capitalizing on India’s increasing trend of online festive shopping, where authenticity, convenience, and trust are becoming the defining features of prosperity in the marketplace.
Published on October 18, 2025.
