In the month of October, when most Indians splurge on buying gold jewellery to celebrate festivals like Dusshera and Diwali, as well as auspicious occasions like Dhanteras, gold prices in India hit the roof! That didn’t stop consumers from stepping out to make their annual gold purchases and their optimism set the tone for the approaching wedding season. So, what is it about this precious yellow metal that continues to lure consumers despite the highs and lows?
Emotional and traditional value
In India, gold has traditionally been seen as the symbol of wealth, prosperity, status and heritage, holding an emotional and cultural value that has been passed down generations. This year too, the demand for gold jewellery is expected to shine even brighter with the wedding season expected to drive India’s gold consumption up by 14-18 per cent year-on-year
Following the festivities of October, families are once again prioritising the purchase of gold jewellery on ‘muhurat’ dates, reaffirming its timeless role not only to mark important milestones but also as a lucrative financial asset.
Staying strong through price sensitivities
While the enthusiasm among Indian families for weddings and related functions remains high, we are seeing a shift in buying patterns. Rising gold prices have reshaped consumer behaviour with budget buying leading the shift. While earlier wedding shoppers would purchase heavy, statement gold jewellery, the steep price rise of the metal has made them consider light weight gold jewellery or chose lower carats like 14K and 18K instead of the traditional 22K gold pieces.
The new generation of modern brides is more practical and informed seeking versatility in their jewellery design that lets them mix and match their wedding pieces for everyday wear rather than stocking it away in lockers. These buyers are balancing their desire for beauty with budget-conscious decisions. Design-wise, the bride (and family) is shifting from ‘one big set for the day’ to lighter earrings, rings, chains and bangles that look equally great beyond the wedding, revealing an interesting mindset where design is mixed with functionality without compromising on emotional value.
Ethical sourcing and consumer awareness
Beyond design and price, a quiet but powerful shift is taking place in consumer consciousness when it comes to the purchase of gold. With growing awareness, buyers are paying closer attention to where their gold is coming from. They are asking some tough questions — Is it ethically sourced and manufactured? Are the supply chain processes verified? This shift is making it imperative for retailers to implement a verified system and follow a stringent Code of Conduct that assures buyers that their jewellery is responsibly sourced, pure and hallmarked with all the processes certified. Consumers are increasingly seeking retailers who work around the pillars of transparency, trust and ethical, authentic standards.
As a self-regulatory framework established by the Indian gold industry, IAGES offers retailers a structured approach that ensures accountability across their value chain. Accreditation under this framework allows jewellers to showcase their commitment to these pillars while assuring every consumer that they are in safe hands. When gold buyers choose jewellers who uphold ethical, responsible practices, they not only protect their long-term gold investment but also help build a more open transparent and sustainable gold industry.
Planning ahead and buying smart
Another noticeable shift that we’re seeing ahead of the wedding season is that families and couples are planning their gold purchases early on. They are buying gold jewellery months ahead of the wedding to avoid last minute price fluctuations, premium pricing and an unpredictable market. Some buyers are pre-planning and investing in monthly gold buying schemes offered by most of the jewellers and banks to ensure they save the value of gold for their or their own or their children’s’ marriage, ensuring they don’t go beyond budget. The other side of this buying pattern is that this increasingly cautious and informed consumer base is buying gold not only as an adornment but also as a well-thought-out emotional investment. This helps balance demand throughout the year, offering greater stability in the broader market.
Trust drives wedding jewellery purchases an,d the upcoming wedding season is set to be a big success where the gold sector is concerned. Demand is expected to remain robust, supported by emotional and cultural sentiment. Evolving design sensibilities and a growing commitment to ethical practices will keep jewellers on their toes and if they prioritise transparency and consistent quality for their consumers, the wedding season will indeed be promising for them.
The author is CEO, IAGES
Published on November 9, 2025
