...the top-most gold-buying occasion across India: WGC

 

Consumer sentiment & demand for the yellow metal seen positive  

Today, India is at the juncture of festive season and imminent wedding season; and both have close connections with precious metals & jewellery. Although, India is weaned on gold! At the juncture, Sachin Jain, Regional CEO, India, World Gold Council said, “Dhanteras and Diwali are the top-most gold-buying occasion in India. Consumers traditionally plan at least a token purchase, as gold is believed to herald good fortune, wealth, and prosperity, a sentiment visible in the sharp rise in gold buying historically witnessed during this period.  

Despite gold prices reaching multiple historic highs through 2025, witnessing an approximate 51.2% year-to-date increase in INR prices by end-September, consumer sentiment and demand for the yellow metal have been positive. Retailers, who had been cautious about their inventories in recent months, are now well-stocked and optimistic. Seasonal and wedding-related demand further fuels purchases, suggesting a vibrant festive season for gold sales. 

We anticipate strong consumer buying interest across various gold purchases – from higher cartage gold jewellery to investment products like digital gold, coins, and ETFs. This positive outlook is strongly supported by India registering positive gold ETF flows of US$902mn in September, along with overall gold imports reaching a nine-month high in August 2025, reflecting robust underlying appeal and market readiness for the auspicious period. Overall, we expect gold demand uptick to continue through the Diwali period and till the end of the year due to the wedding season.”    

Another player is Senco Gold & Diamonds is one of India’s most loved and trusted jewellery brands, celebrated for its fine craftsmanship and modern yet traditional designs. With a legacy of over eight decades, the brand beautifully blends heritage with contemporary style—offering everything from timeless bridal pieces to elegant everyday jewellery in gold, diamond, platinum, and silver. Loved by generations, Senco continues to shine as a name that stands for authenticity, artistry, and a deep connection to India’s rich jewellery traditions. With the festive season in full bloom, and Dhanteras is at the door step. At the occasion, Joita Sen, Director, Head of Marketing and Designs said on this auspicious occasion.  

Joita said, “At Senco Gold & Diamonds, Dhanteras is a celebration of emotions — of joy, prosperity, and togetherness, expressed through our exquisite range of gold, diamond, and platinum jewellery. This year, we’re delighted to offer our customers a beautiful fusion of tradition and modern design with our festive collections such as Shagun, Elements of Nature, Shakti & Lotus, and Aham — our men’s line, each perfectly suited for a Dhanteras purchase.  

We’re witnessing a strong demand for precious yet lightweight pieces that are versatile enough for everyday wear and festive occasions alike, along with a growing preference for 9-carat jewellery that reflects a more practical, value-conscious way of celebrating. As we welcome this season of prosperity and new beginnings, we wish everyone a very Happy Dhanteras!”