Consumers across India are changing the way they purchase gold during the Dhanteras and Diwali festive season, with lightweight jewellery, smaller gold purchases and alternative forms of gold ownership gaining attention. According to the Indian Association for Gold Excellence and Standards (IAGES), buyers continue to value gold as part of festive traditions, but their preferences are evolving in response to higher prices and changing lifestyles.
Gold has traditionally been an important purchase during Dhanteras, which is considered an auspicious occasion for buying precious metals. Families often purchase gold jewellery, coins and other valuables as symbols of prosperity and good fortune. However, elevated gold prices are influencing how much consumers can afford and what types of products they choose.
Lightweight Jewellery Gains Popularity
One of the notable trends this festive season is the growing preference for lightweight jewellery. Instead of purchasing heavy necklaces and elaborate traditional sets, many consumers are considering smaller rings, earrings, delicate chains and lightweight necklaces that can be worn regularly.
Jewellery that can be used for everyday occasions is becoming an important consideration. Consumers increasingly want products that are suitable for office wear, family gatherings and social events rather than jewellery reserved exclusively for weddings and festivals.
Industry representatives say this preference is not limited to younger buyers. Consumers across different age groups are showing interest in versatile designs that combine appearance, comfort and affordability.
The trend is also reflected in the World Gold Council's Gold Demand Trends report for the third quarter of 2026. According to the report, India's gold jewellery consumption declined by 20 per cent year-on-year to approximately 99.9 tonnes. High prices remained a major factor influencing demand, with consumers increasingly choosing lighter-weight, lower-carat and studded jewellery.
World Gold Council
Younger Buyers Explore Different Ways to Own Gold
IAGES CEO Kaushlendra Sinha highlighted the differences in purchasing preferences across generations. According to him, gold continues to attract buyers of all age groups, although the ways in which consumers choose to own the precious metal are changing.
Younger consumers are generally more open to exploring options such as gold coins, bars and digital gold. These alternatives provide different ways to participate in the gold market without necessarily purchasing traditional jewellery.
Older consumers, meanwhile, are more familiar with conventional jewellery purchases and established methods of buying physical gold. However, this does not mean that younger buyers have moved away from physical jewellery or that older consumers are not considering contemporary designs.
Physical gold continues to remain important for festive occasions, weddings and family celebrations. The difference is increasingly visible in the size, design and form of purchases.
Gold Prices Influence Festive Budgets
The rise in gold prices has made affordability a major factor in festive shopping decisions. Rather than abandoning the tradition of purchasing gold, many households are adjusting their budgets and selecting products that fit their spending capacity.
For some buyers, a lightweight ring or a small pair of earrings may be a more practical choice than a heavy jewellery set. Others may prefer gold coins or bars because they want to accumulate the precious metal rather than purchase jewellery for regular use.
Jewellery retailers are also responding to these changing expectations by offering designs across different price ranges. Contemporary collections, smaller gold pieces and studded jewellery are among the options being promoted to consumers who want to balance their festive purchases with household budgets.
Gold Coins, Bars and Digital Gold Attract Attention
Gold coins and bars continue to attract buyers who view gold primarily as a form of savings or investment. Unlike jewellery, these products generally do not involve the same jewellery-making charges, although other applicable costs may vary depending on the seller and product.
Digital gold is another option receiving attention, particularly among younger consumers who are comfortable with online financial services. IAGES has pointed to increased interest in digital gold ownership, indicating that consumers are exploring different ways to access gold.
However, buyers should understand the terms, storage arrangements, applicable charges and regulatory protections before purchasing digital gold. Digital gold products should not automatically be treated as equivalent to regulated financial investments.
Old Gold Exchange Also Influences Purchases
Another trend highlighted in industry observations is the growing consideration of exchanging old gold to finance new purchases. Consumers who already own jewellery may choose to exchange it for updated designs instead of paying the entire cost from their savings.
The World Gold Council's consumer sentiment findings cited in the industry discussion indicate that consideration of old-gold exchange increased from 70 per cent to 76 per cent. This reflects the growing role of exchange options in purchase decisions.
Changing Preferences, Same Festive Tradition
Despite changing buying patterns, gold remains closely associated with Dhanteras and Diwali celebrations in India. Consumers are not necessarily moving away from gold; instead, they are exploring different ways to purchase and own it.
The growing demand for lightweight jewellery, smaller purchases, coins, bars and digital gold highlights how festive buying habits are adapting to market conditions and individual preferences.
For jewellery retailers, understanding these changes will be important during the festive and wedding seasons. For consumers, comparing prices, checking product quality, understanding making charges and verifying the credibility of sellers remain important steps before making a purchase.
The overall trend suggests that affordability, everyday usability and flexibility are playing a greater role in gold-buying decisions during Dhanteras and Diwali 2026, even as the cultural importance of purchasing gold continues.
