Dhanteras shopping: High price tags didn’t dim gold’s shine – Here’s what drew in consumers - The Times of India
This Dhanteras, Indian consumers showed strong enthusiasm for buying gold and silver, undeterred by soaring prices. Jewellery stores across major cities reported robust footfall, with buyers preferring lightweight ornaments, coins, and trendy designs to fit their budgets. Many shoppers also leaned towards digital gold and small gold bars, reflecting a shift in purchasing habits. The high price of gold, driven by global market trends and festive demand, didn’t dampen the festive spirit. Retailers noted that even with gold trading above ₹70,000 per 10 grams, sales matched or exceeded last year’s levels. Diamond-studded and fusion jewellery saw growing interest among younger buyers, while traditional gold pieces continued to dominate rural markets. Overall, Dhanteras 2025 highlighted Indians’ deep cultural and emotional connection to gold, which remains both a symbol of prosperity and a reliable investment.
The Key points
- Strong Dhanteras sales despite record-high gold prices.
- Consumers opted for lightweight and trendy jewellery.
- Gold coins and small bars remained popular choices.
- Growing interest in digital gold purchases.
- Urban stores reported higher footfall than expected.
- Rural buyers favored traditional jewellery designs.
- Diamond and fusion jewellery gained traction among youth.
- Retailers recorded sales equal to or above last year.
- Global gold market trends influenced price hikes.
- Gold maintained its appeal as a festive and safe investment.
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