Dhanteras marked by strong & robust buying sentiment

 

Lower caratage, lightweight jewellery and digital gold options trends! 

Just ahead of Dhanteras, Sachin Jain, MD- World Gold Council [WGC] said, “On this Dhanteras, industry is seeing very strong sentiment for gold across categories - jewellery, coins, bars, ETFs and digital gold. 

Customers are doing token purchases and heavy pieces are also being bought. Reinforcing the belief that gold brings good fortune, wealth, and prosperity, and this year has been no different. Due to record number of price increases industry has also passed on some benefits to their consumers by offering healthy discounts. Record business is excepted by most of industry players. Overall, we expect gold buying interest to remain strong through current festive season and upcoming wedding period.” 

At the end of the Dhanteras Suvankar Sen, MD & CEO- Senco Gold & Diamonds noted, “Dhanteras this year felt like two stories at once, 1: families still wanting to mark the festival with something precious, and 2: newer, more budget-savvy choices rising quickly.  

We’re seeing customers move to 18K, 14K and even 9K options to keep the joy of gifting alive without stretching household budgets, and many are using our digital and EMI options to plan purchases thoughtfully. While we’re expecting a value growth of around 20–25% in jewellery sales compared to last year, there has been a 12–15% dip in volume terms, showing how buyers are prioritising design and emotional value over quantity.

On the demand side, an interesting shift: studded and diamond jewellery is steadily gaining ground as buyers balance sentiment with value. There is also strong traction for diamond and platinum jewellery in the everyday wear range, while gold continues to dominate wedding and handcrafted jewellery purchases.  

At the same time, our old gold exchange scheme and savings-led initiatives are bringing younger family members into the conversation, teenagers and first-time buyers are encouraging parents to think of gold as both love and a long-term asset and has gone up by 25-30% this year.  

We’ve even noticed more men investing in themselves, purchasing chains and bracelets both for adornment and as a form of investment. We have also seen a rising demand for the wedding season with young brides opting for pieces from our Shagun Collection and some availing the old gold exchange scheme.”  

Joita Sen, Director, Head of Design & Marketing- Senco Gold & Diamonds logged, “This Dhanteras felt intimate, we met customers who came in with heirloom pieces and stories, wanting something that nods to the past but fits modern life. That’s exactly why we designed the Shagun pieces: jewellery that carries emotions but is wearable every day.  

We’ve also seen strong interest in diamond and platinum pieces in the daily-wear segment, showing how people are reimagining precious jewellery for modern lifestyles. We’ve also seen practical choices: more exchanges of old gold, and strong interest in accessible price-points so people can celebrate without compromising. That’s why we launched affordable 9K options this season and supported generous exchange offers to keep the festive spirit inclusive. 

Overall, while value growth has risen by nearly 20–25% compared to last year, volumes are down by around 12–15%, reflecting thoughtful, quality-driven buying behaviour. Interestingly, men too are showing greater enthusiasm, buying chains and bracelets both as adornment and investment, adding a refreshing dynamic to the festive shopping trend.”

By concluding the festive, Rajesh Rokde - Chairman – GJC said, “Across India, approximately 50 to 60 tonnes of jewellery were sold over the two days of Dhanteras, amounting to nearly ₹85 crore. The response has been fantastic, with all categories of jewellery witnessing strong demand.  

In terms of volume, sales were on par with last year, but in value terms, we’ve seen a remarkable growth of 35–40%. Silver, in particular, has seen a surge—sales have nearly doubled as customers showed a clear preference for silver this season.  

With Dhanteras spanning two days and coinciding with a weekend, followed by Diwali and Bhau Beej, the five-day festive window is expected to deliver exceptional results. We anticipate total sales reaching 100 to 120 tonnes, with a monetary value in the range of ₹1 lakh crore to ₹1.35 lakh crore.”