Traditionally seen as an auspicious occasion to purchase gold and other assets linked to prosperity, the festival continues to anchor strong seasonal demand. However, industry players say consumer behaviour is evolving, with greater emphasis on transparency, flexibility, and long-term value.
Kaushlendra Sinha, CEO of the Indian Association for Gold Excellence and Standards, noted that while sentiment remains intact, awareness is shaping purchase decisions.
He highlighted the industry’s push towards trusted and transparent buying experiences through initiatives such as “#PehlaCheckIAGES”, aimed at encouraging consumers to verify credentials and ensure ethical sourcing before making purchases.
Echoing this shift, Jignesh Mehta, Managing Director and Founder of Divine Solitaires, said buyers are discerning.
“Consumers are placing greater emphasis on transparency, quality, and intrinsic value,” he said, adding that demand is also expanding beyond traditional gold to include diamond-led offerings with emotional and long-term value propositions.
Industry estimates suggest that demand could see a moderate uptick this year, aided by recent corrections in gold prices and improving sentiment.
Colin Shah, Managing Director at Kama Jewelry, said the sector could witness a 10–12% rise in sales during the festive period. He pointed out that while investment-led purchases such as bullion and 22-karat jewellery will continue, there is a growing tilt towards lightweight, daily-wear jewellery in the 9–18 karat range, particularly among younger consumers.
Retailers, meanwhile, have rolled out a range of offers and schemes to attract buyers amid price volatility.
Malabar Gold & Diamonds is offering up to 30% off on making charges across gold, uncut and gemstone jewellery, along with up to 30% off on diamond value. Customers can also avail up to ₹4,000 cashback on SBI Card transactions.
Aditya Birla Jewellery (Indriya) has rolled out discounts of up to 35% on making charges and diamond value, alongside a “double gold rate protection” plan, where customers can lock in prices by paying a 25% advance and benefit from the lower rate between booking and billing.
KISNA Diamond and Gold Jewellery has introduced a Gold Rate Protection Plan on similar lines, allowing buyers to freeze prices with partial upfront payment. The company expects such schemes to contribute significantly to monthly sales, noting that Akshaya Tritiya accounts for nearly 15–18% of its annual revenue.
Adding to the widening range of festive offers, Solitario is also pushing diamond-led purchases this season. Kabir Kate, Chief Marketing Officer, said the brand is encouraging a shift from traditional gold buying towards diamonds, positioning them as symbols of “eternal value” aligned with the spirit of Akshaya Tritiya.
He added that the company is offering a free diamond to the first 101 customers at each store as part of its festive campaign. The brand is also focusing on lab-grown diamonds set in vermeil gold and sterling silver.
At the same time, alternatives to traditional gold buying are gaining traction.
Pooja Madhavan, Founder and MD of Limelight Lab Grown Diamonds, said rising gold prices are prompting consumers to explore more value-driven options. She noted a growing inclination towards lab-grown diamonds, supported by festive discounts and bundled offers aimed at enhancing affordability.
The brand is offering up to 30% off on diamond value, up to 50% off on making charges, and a free gold coin on minimum purchase value . This limited-period offer is valid until April 30.
Digital platforms are also expanding access to gold investments.
Paytm is promoting its digital gold offering, which allows users to invest in 24-karat gold starting from small amounts, backed by physical reserves stored in insured vaults through partnerships such as MMTC-PAMP. Features like daily SIPs and instant liquidity are positioning digital gold as an accessible alternative, particularly for first-time or small-ticket investors.
