As Dhanteras 2025 approaches, the All India Gem and Jewellery Domestic Council (GJC) shares key insights into consumer behaviour, market expectations, and emerging trends shaping this festive season’s gold and jewellery purchases. Despite elevated gold prices, demand will remain robust, driven by strong consumer sentiment and the enduring appeal of gold as both an investment and a cultural asset. Recent GST reforms, rolled out in September 2025, will also play a key role in increasing consumer confidence. The simplified tax structure and increased disposable income are helping sustain footfalls across organised retail, even as buyers negotiate on making charges and discounts. Jewellers across India are reporting consistent interest, especially among younger buyers who are gravitating toward sustainable & responsibly sourced jewellery. Popular choices this season include lightweight designs, investment-grade pieces, and hallmark-certified gold.
Buying Trends
Across markets, especially in metros and Tier-I cities, buyers, particularly working women, are moving away from impulsive, high-volume purchases. Instead, they are seeking jewellery with a story: pieces that carry craftsmanship, culture, and connection. For jewellery retailers and manufacturers, this shift presents both an opportunity and a challenge, to balance meaning with modernity.
Intentional Adornment
We are witnessing the rise of intentional adornment. Polki, temple jewellery, and gemstone-enriched creations are no longer confined to weddings. They’re becoming versatile expressions of identity. Consumers are rediscovering these forms not as heritage collectibles, but as wearable art, reinterpreted for everyday sophistication. The demand is for lighter silhouettes, modular pieces, and designs that feel timeless yet individual.
Investment and Early Buying
This is where craftsmanship becomes the differentiator. A modern consumer doesn’t just buy a necklace; she buys the art and individuality it brings to her. She wants to know more about her purchase, for instance, the geographic origin of her emerald, the story behind the art of her temple pendant, or detailing done in her polki jewellery. Retailers who can communicate this narrative, through design language, digital storytelling, or in-store experiences, will build stronger emotional equity than those who only compete on carats or karats.
lightweight designs, investment-grade pieces, and hallmark-certified gold. Retailers are also seeing increased interest in gold coins and versatile daily-wear jewellery, as buyers seek both aesthetic appeal and financial security. A notable trend is also seen of early buying by families with weddings planned for 2026, aiming to lock in current prices before anticipated hikes. This strategic buying behaviour is expected to contribute to a projected 12–15% growth in gold sales this year.
GJC’s Lucky Lakshmi Festival
GJC’s Lucky Lakshmi Jewellery Sales Festival 2025, running from Sept 22 to Nov 9, is a nationwide initiative by the All India Gem and Jewellery Domestic Council to boost jewellery sales. With the theme “Celebrate You,” it features promotions, lucky draws, and digital campaigns to drive self-purchase and support retailers of all sizes.
Rajesh Rokde Quote
“We’re seeing a wave of smart, purposeful buying this Dhanteras,” said Rajesh Rokde, Chairman of GJC. “Consumers are not only embracing traditional purchases but also evolving toward eco-conscious and investment-driven choices. The festive season, coupled with a surge in upcoming weddings, is fueling demand. Our Lucky Lakshmi initiative continues to be a game-changer, especially among Gen Z buyers, thanks to digital campaigns and influencer-led outreach. With prices recently climbing to ₹129,430 per 10 grams, we anticipate continued momentum through Diwali, possibly breaching ₹130,000. This reinforces gold’s role as a safe haven for Indian households.”
Avinash Gupta Quote
“Gold buying during Dhanteras is deeply rooted in tradition, but today’s consumers are more informed and selective,” added Avinash Gupta, Vice Chairman of GJC.. “We’re seeing a clear shift toward informed and value-driven purchases—buyers are prioritising hallmark certification, sustainable sourcing, and designs that offer both aesthetic appeal and long-term value. Lightweight jewellery and gold coins are especially popular this season, as consumers look for versatile options that fit both festive and investment needs. Our Lucky Lakshmi initiative continues to add momentum, offering attractive incentives that encourage early buying and reward loyal customers. Whether it’s for gifting, weddings, or wealth preservation, gold remains the centrepiece of festive prosperity.”
Consumer Advice
GJC urges consumers to buy only from trusted jewellers and to look for hallmark certification to ensure purity and authenticity. With evolving preferences, strategic buying, and festive optimism, Dhanteras 2025 is shaping up to be a season of meaningful purchases and enduring value.
About GJC
All India Gem and Jewellery Domestic Council is a national trade council established with the objective to address the industry, its functioning, and its cause with a 360° approach to promote and progress its growth, while protecting the industry’s interests. As a self-regulated trade body, GJC, since the last 20 years, has been serving as a bridge between the Government and the trade as well as undertaking various initiatives on behalf of and for the industry.alth, education and livelihoods for communities around its mines, supports local conservation partners and created the Gemfields Foundation, its charitable arm, which magnifies the scale of the work already carried out by Gemfields itself. Gemfields values transparency, legitimacy and integrity, and believes that coloured gemstones should create a positive impact for the countries and communities from which they originate.
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