Dhanteras 2026 brought encouraging momentum for India’s jewellery industry, with leading jewellers and industry representatives reporting strong customer footfalls, positive buying sentiment and demand across gold, diamonds, silver and contemporary jewellery. Despite fluctuations in gold prices, consumers continued making festive purchases, while the growing preference for lightweight jewellery, natural diamonds, versatile designs and bridal collections highlighted evolving buying behaviour. According to industry estimates shared by trade representatives, India’s Dhanteras gold business was approximately INR 60,000 crore +, reflecting an encouraging start to the festive and wedding season.
Quick Summary
- India’s jewellery industry witnessed encouraging customer footfalls and festive buying sentiment during Dhanteras 2026.
- GJC’s assessment estimated India’s Dhanteras gold business at approximately INR 60,000 crore.
- Industry representatives indicated expected sales growth of around 15–20% compared to the previous year.
- Gold price corrections encouraged consumers to make festive purchases.
- Lightweight jewellery, everyday-wear designs and contemporary collections attracted growing interest.
- Natural diamond, silver, polki and bridal jewellery categories witnessed encouraging demand.
- Tier II and Tier III markets contributed positively to jewellery consumption.
- Younger and first-time buyers emerged as important consumer segments.
- Transparency, purity, quality assurance and customer trust remained important purchase considerations.
- Industry leaders expressed optimism about the upcoming wedding season.
SVAR Media Network Industry Report | India’s Jewellery Industry Records Encouraging Festive Demand Across Gold, Diamonds, Silver and Contemporary Jewellery
Introduction: India’s Jewellery Market Witnesses Encouraging Festive Momentum
India’s jewellery industry witnessed encouraging consumer sentiment on Dhanteras 2026, with jewellers and industry leaders reporting strong customer footfalls, healthy buying interest and positive festive momentum across markets. While gold continued to remain central to auspicious purchases, the statements shared by leading industry voices reveal an evolving market characterised by growing interest in lightweight jewellery, natural diamonds, silver, contemporary designs, bridal collections and versatile everyday-wear pieces.
The industry feedback also points towards a broader transformation in consumer behaviour. While traditional gold jewellery and coins continue to hold cultural, emotional and investment significance, consumers are increasingly exploring jewellery that combines craftsmanship, design versatility, quality, transparency and long-term value.
From established jewellery houses to emerging luxury brands, the responses shared by industry leaders provide an important picture of how India’s jewellery market performed during Dhanteras 2026 and the trends that could influence the upcoming wedding and festive season.
1. Dhanteras 2026 Reflects Strong Consumer Confidence Across the Jewellery Industry
Strong Customer Footfalls and Positive Festive Buying Sentiment
One of the strongest messages emerging from the industry statements is the continued confidence of Indian consumers in jewellery purchases. Despite fluctuations in gold prices, customers continued visiting showrooms, making auspicious purchases and exploring jewellery across different categories.
The positive response was visible across established jewellery retailers and regional markets. Several industry leaders reported increased footfalls, strong festive participation and encouraging sales momentum.
Suvankar Sen, MD & CEO of Senco Gold & Diamonds, reported sales value growth of over 25 per cent compared to the previous year, accompanied by increased footfalls and strong demand across categories.
Dr Joy Alukkas of Joyalukkas highlighted healthy demand for traditional gold jewellery, lightweight everyday-wear collections and gold coins, while Milan Shah of Kalamandir Jewellers and Chahat Shah of Svaraa Jewels emphasised the enthusiasm, trust and participation of customers during the festive occasion.
The wider industry sentiment was also reflected in the observations of Rajesh Rokde, Chairman of the All India Gem & Jewellery Domestic Council (GJC), who estimated India’s Dhanteras gold business at approximately INR 60,000 crore.
Industry Leaders’ Perspectives
Suvankar Sen, MD & CEO, Senco Gold & Diamonds
This Dhanteras has been truly special for Senco. We have witnessed an exceptionally strong customer response, with sales value growing by over 25 per cent compared to last year. Footfalls across our stores have increased, diamond jewellery sales have grown impressively, and we are seeing strong participation from wedding customers as well as families purchasing jewellery as part of their savings. What is particularly encouraging is the breadth of demand. While traditional gold jewellery and coins continue to be sought after for their auspicious significance and long-term value, there is growing interest in lighter, more versatile designs. Through offerings such as Everlite and our 9K and 14K gold collections, we are also seeing younger and first-time buyers find their own way into gold ownership. We are also seeing growing interest in men’s jewellery, with Aham catering to men who are increasingly looking at jewellery as part of their personal style and festive and wedding wardrobes. As we enter the key wedding season, we expect this demand across categories and consumer segments to continue. This reaffirms the trust customers have placed in Senco since 1938, built on fair pricing, craftsmanship and a deep understanding of their needs. We are grateful for their continued confidence and enter the coming season with great optimism.
Chahat Shah, Founder & CEO, Svaraa Jewels
This Dhanteras has been a wonderful and prosperous occasion for us. We are delighted to see the festive spirit, excitement, and enthusiasm among our customers. The love and trust they continue to show towards our brand mean a lot to us. It is always special to be a part of their celebrations and help them choose something precious for their loved ones. We are grateful for the amazing response and wish everyone a very Happy Dhanteras filled with happiness, prosperity, and endless blessings.
Milan Shah, Managing Director, Kalamandir Jewellers
This Dhanteras has been truly special and encouraging for Kalamandir Jewellers. We have witnessed wonderful enthusiasm and an overwhelming response from our customers. The festive spirit, trust, and love shown by our customers inspire us to continue delivering the finest jewellery and memorable experiences. We are grateful to everyone who chose Kalamandir Jewellers to make their celebrations even more precious. We look forward to many more beautiful occasions and lasting relationships.
Paras Rokde, Director, Rokde Jewellers
This Dhanteras has been extremely encouraging and fulfilling for us at Rokde Jewellers. We witnessed a tremendous response from our customers across all our 11 stores, with excellent footfall and strong sales throughout the day. The festive spirit, the trust our customers continue to place in us, and the enthusiasm with which they celebrated this auspicious occasion made it truly special. We are grateful to our customers for making this Dhanteras such a successful one. It is a reflection of the faith people have in our legacy, and we look forward to carrying this momentum forward into the festive season.
Kamal Singhania, Director, Aabhushan India Pvt Ltd
Every Dhanteras brings its own special moments, and this year was no different. It was nice to see customers visiting our store, exploring different designs and making purchases to mark the auspicious occasion. From traditional jewellery to contemporary pieces, there was a good interest across collections. The day was a pleasant mix of festive enthusiasm and meaningful customer interactions. We are happy to have been a part of our customers’ celebrations and appreciate the trust they continue to place in our brand.
Ansh Anand, CEO, Punjab Jewels
Dhanteras has brought encouraging customer enthusiasm across Punjab Jewels’ stores in Indore and Bhopal. We have witnessed strong interest in gold and silver jewellery, coins and festive gifting, alongside growing demand for our exclusive designer gold and diamond collections.
Customers today are increasingly design-conscious and value exceptional craftsmanship, quality and trust. At Punjab Jewels, our strength lies in offering one of the finest and most diverse jewellery collections, backed by a legacy of over 75 years. The festive buying sentiment remains positive, and we are optimistic about continued momentum through the upcoming wedding season.
Jigar Soni, Managing Director, NS Jewels & President, Jewellers Association of Ahmedabad
Dhanteras witnessed a very encouraging response for the jewellery industry, with good customer walk-ins and positive buying sentiment throughout the day. At NS Jewels, we experienced healthy footfall, enthusiastic customers and a strong interest in jewellery purchases, making the occasion truly special.
As President of the Jewellers Association of Ahmedabad, I am pleased to see the confidence and enthusiasm among customers. The festive spirit, coupled with the auspicious significance of Dhanteras, has brought renewed optimism to the jewellery trade. We look forward to a prosperous festive season ahead.
Sudhir Kapoor, Managing Director, Bhima Jewellery
The atmosphere at our Sector 18, Noida showroom was filled with warmth and festive cheer today as families gathered to celebrate Dhanteras. Throughout the day, we were delighted to welcome a steady stream of shoppers, reflecting the continued faith in our 102-year legacy.
We saw broad interest across our collections, from certified fine diamonds and everyday gold pieces to bridal sets. Auspicious purchases of BIS 916 gold coins saw steady momentum through the evening, accompanied by active customer interest in gold exchange. It has been a meaningful day celebrating tradition, trust, and festive prosperity with our patrons in the NCR.
SVAR Media Network Analysis: Broad-Based Consumer Participation
The collective responses indicate that Dhanteras continues to be an important purchasing occasion for Indian households. The enthusiasm reported by retailers across different regions suggests that jewellery remains closely connected to cultural traditions, family celebrations and the aspiration to own precious assets.
An important observation is that consumer confidence was not limited to a particular jewellery category or a specific geographical market. Established brands, regional jewellers and luxury retailers all reported encouraging customer participation.
This broad-based response provides a positive starting point for the jewellery industry’s upcoming wedding season.
2. Gold Price Correction Provides an Additional Boost to Festive Purchases
Gold Prices Influence Consumer Buying Decisions
Gold prices emerged as one of the important factors influencing Dhanteras 2026 buying behaviour.
Several industry leaders highlighted that the recent moderation or correction in gold prices encouraged consumers to make purchases during the festive period. Customers who may have delayed their buying decisions amid price volatility appeared more willing to enter the market when prices became relatively favourable.
Sachin Jain, Regional CEO, India, World Gold Council, observed that the moderation in prices provided some relief to buyers and supported festive buying sentiment.
Rajesh Kalyanaraman, Executive Director, Kalyan Jewellers, specifically highlighted that 22-carat gold prices had eased by INR 235 per gram, from INR 13,385 to INR 13,150, providing an additional impetus to festive purchases.
Rajesh Rokde’s industry assessment also pointed towards a positive gold business outlook, with estimated value growth of approximately 15–20 per cent compared to the previous year.
Industry Leaders’ Perspectives
Sachin Jain, Regional CEO, India, World Gold Council
Dhanteras continues to be a significant occasion for gold purchases in India, and the response this year has been encouraging. We are seeing strong walk-ins across retail markets, with consumers showing healthy interest in gold purchases. The recent moderation in prices has also provided some relief to buyers, further supporting festive buying sentiment. What stands out is the continued enthusiasm for gold, with consumers making purchases across jewellery, coins, bars and even ETF’s and digital gold.
While buying preferences may evolve with changing budgets and price points, gold continues to remain an important part of how Indian households celebrate auspicious occasions and mark new beginnings. With Diwali and the wedding season around the corner, the response we are witnessing today offers an encouraging outlook for the year end. We remain optimistic about the resilience of Indian gold demand and the continued role gold will play in the country’s festive and celebratory traditions.
Rajesh Kalyanaraman, Executive Director, Kalyan Jewellers
We are witnessing strong consumer enthusiasm across markets this Dhanteras, with showroom footfalls picking up significantly. The correction in gold prices has certainly provided an added impetus to festive purchases. With 22-carat gold prices easing by INR 235 per gram, from INR 13,385 yesterday to INR 13,150 today, customers are finding this a more favourable opportunity to make their auspicious purchases. At Kalyan Jewellers, we follow a uniform gold pricing policy across India, ensuring that customers receive the same transparent pricing irrespective of the market in which they shop.
While the aspiration to purchase gold on auspicious occasions remains strong, we are seeing a growing preference for lighter-weight jewellery, including pendants, bangles and chains, as well as smaller denominations of gold and silver coins and silver artefacts. We are also seeing customers make token purchases ahead of weddings, with plans to return for larger purchases closer to the occasion.
An interesting trend this festive season is the growing contribution of Tier II and Tier III markets to overall consumer demand. Cities such as Jaipur, Dehradun, Surat, Belgaum, Ara and Raipur are witnessing particularly encouraging traction, with a healthy addition of first-time jewellery buyers. Even within larger metros, certain neighbourhoods and suburban catchments, such as Purushawalkam in Chennai, Chembur in Mumbai and Karol Bagh in Delhi, are emerging as strong consumption centres. This reflects the widening geographical footprint of organised jewellery retail in India and the increasing appetite for branded, trusted jewellery retail experiences.
With the Lakshmi-Kubera puja still to take place this evening, we view these trends as encouraging early indicators of a market that continues to find new ways to participate in the tradition of Dhanteras. We remain optimistic about the momentum carrying forward through the wedding and festive season.
Jayantilal Challani, Chairman, Challani Group of Companies
The mood of the buyers is a mix of calculated optimism and value-driven purchasing. While the desire to welcome prosperity with both hands is there, the spike in the gold rates has led to more disciplined shopping. The preference and shift from everyday elegance to heavy traditional jewellery can be seen. Despite the high-value shifts, the spirit at the grassroots remains intact, giving great hope to jewellers who sell big and heavy jewellery. Happy Dhanteras and Diwali Wishes to one and all.
Pratik Dugar, Director, Indian Gem & Jewellery Creation
This Dhanteras, Let Prosperity Begin With Trust. Every year, Dhanteras reminds us that true wealth is not measured only in gold, but in the blessings, traditions, and memories we carry forward.
This year has been a journey for gold — from record highs in January to a healthy correction in recent months. And yet, through every rise and fall, gold has remained what it has always been: timeless, trusted, and treasured.
That is the beauty of this festival. It teaches us to look beyond short-term fluctuations and invest in what truly endures.
This Dhanteras, we invite you to celebrate that enduring spirit. To choose jewellery that is not just worn for a season, but cherished for generations. Pieces crafted with purity, designed with love, and blessed with the promise of prosperity.
Whether it is a delicate gold coin, a timeless necklace, or a small token of good fortune for your loved ones — let your purchase this Dhanteras be a beginning of abundance, happiness, and togetherness.
Wishing you and your family a Shubh Dhanteras, filled with light, love, and lasting prosperity.
Avinash Gupta, Vice Chairman, GJC
Dhanteras has brought renewed optimism to the jewellery industry, with consumers returning to the market and buying sentiment gaining momentum. The current price levels have created a favourable environment for purchases, giving festive demand a further boost. We expect the industry to match last year’s sales volumes and register a 15–20% growth in value this year. This reflects the encouraging response from consumers and the positive momentum across the trade.
Rajiv Popley, Director, Popley Group
Dhanteras witnessed encouraging consumer sentiment, with sales largely driven by gold jewellery and investment purchases. The recent correction in gold prices provided a timely boost, prompting consumers to advance their purchases and capitalise on the opportunity during this auspicious occasion.
Our stores remained open until midnight to accommodate the festive shopping enthusiasm. At POPLEY, midnight shopping on Dhanteras has been a cherished tradition for several decades, reflecting the enduring cultural significance of gold purchases and the trust our patrons place in us.
Overall, the combination of favourable gold prices, festive sentiment and strong consumer participation made Dhanteras a positive occasion for the jewellery retail industry.
SVAR Media Network Analysis: Value Growth and Purchase Timing
The responses suggest that gold price movements influenced the timing and nature of purchases, but did not weaken the underlying cultural significance of gold.
The correction appears to have encouraged customers who were waiting for more favourable buying opportunities. However, the statements also reveal that consumers have become increasingly conscious of budgets and purchase value.
An important distinction is emerging between value growth and volume growth. While higher gold prices can increase the overall value of jewellery sales, actual gold volumes may not necessarily increase at the same pace.
This distinction is particularly relevant to the preliminary assessment shared by GJC, which indicates expected value growth of around 15–20 per cent, while gold business volume is expected to remain almost at the previous year’s level.
The overall picture is therefore one of sustained demand, supported by price movements, festive sentiment and the continuing importance of gold in Indian households.
3. Lightweight Jewellery, Contemporary Designs and Everyday Wear Gain Momentum
Changing Preferences Among Young and First-Time Buyers
One of the clearest consumer trends emerging from the Dhanteras statements is the growing preference for lightweight and versatile jewellery. Consumers are increasingly looking for pieces that can be worn beyond traditional festive occasions.
Lightweight chains, pendants, earrings, bangles, rings and contemporary designs are attracting attention, particularly among younger and first-time buyers.
This does not indicate a decline in traditional jewellery demand. Instead, the market appears to be expanding, with customers considering different jewellery formats depending on their budgets, occasions and personal preferences.
The observations from Senco Gold & Diamonds, Kalyan Jewellers, PNG Jewellers, Chandukaka Saraf and Ghanasingh Be True reinforce this trend.
Industry Leaders’ Perspectives
Dr Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers
Dhanteras has begun on a bright note, with strong footfalls and clear buying interest at our stores. The day is only just under way, and sales usually pick up in the second half, but the early signs are encouraging. Industry indications point to 25 to 30 per cent incremental performance over last year, supported by prices easing from their highs, very strong bookings in the run-up to Dhanteras and a long Diwali weekend. Many deliveries are planned through the festival. We are seeing strong demand for wedding and temple jewellery, and for lightweight and everyday wear in gold and diamonds, with 18 and 14 karat designs doing particularly well. There is also a lot of demand for silver jewellery and silver articles. Old gold exchange is playing a big role, including in tier 2 and tier 3 cities, where the early response has been encouraging. Sentiment across the country looks strong, and we are well prepared for a great festive season.
Samyak Kishorkumar Shah, Managing Director, Chandukaka Saraf
Dhanteras saw vibrant footfall across Chandukaka Saraf showrooms. Lightweight jewellery – delicate chains, earrings, rings and pendants – was a top favourite among young and first-time buyers.
The correction in gold prices also boosted interest in heavier, traditional jewellery. Gold coins, silver collections and exchange activity saw a healthy response.
Thank you to all our customers for making this Dhanteras special. Wishing you a happy Dhanteras and a prosperous Diwali!
Naveen Soni, CMD, Shivam Jewellers – Jodhpur
Dhanteras was truly encouraging and filled with positivity for Shivam Jewellers. The festive spirit, enthusiasm and trust of our customers made the day special. We witnessed a wonderful response, with customers showing a keen interest in both traditional and lightweight jewellery designs.
For us, Dhanteras is not just about sales; it is about celebrating relationships, trust and the timeless tradition of Indian jewellery. We sincerely thank all our valued customers for their love and confidence in us. Their blessings inspire us to serve better, as we proudly continue our 39-year legacy.
Gautam Ghanasingh, Creative Director, Ghanasingh Be True
Dhanteras was a great day for us. We experienced excellent footfall, with a large number of clients and new walk-in customers. In fact, with the launch of our Heritage Lightweight Collection, there was great excitement and enthusiasm among customers for the pieces in this festive collection.
We also received a great response to our Cocktail Couture limited-edition jewellery pieces, with customers appreciating their versatility and wearability. We were open until 1:30 AM, with clients walking in even at that late hour. We are expecting a great wedding season ahead with limited-edition jewellery pieces.
Sandeep Kohli, CEO, Indriya – Aditya Birla Jewellery
We saw a surge of footfalls and sales at our stores in line with our expectations. Across the country, all our 100 stores continued the trend of selling high-quality designs and jewellery pieces.
SVAR Media Network Analysis: The Growing Demand for Versatile Jewellery
The growing interest in lightweight jewellery reflects a shift towards practicality and versatility in jewellery ownership.
Consumers are not necessarily moving away from traditional gold purchases. Rather, they are increasingly balancing traditional purchases with contemporary pieces that offer more frequent opportunities for use.
The strong response to lightweight collections also highlights the importance of product innovation and design differentiation for jewellery brands.
For retailers, the opportunity lies in catering to multiple consumer requirements: traditional occasion-led purchases, everyday jewellery, gifting, first-time gold ownership and wedding-related buying.
The success of collections such as Heritage Lightweight and other contemporary ranges demonstrates how brands are responding to these changing expectations.
4. Natural Diamonds, Bridal Jewellery and Silver Emerge as Important Growth Categories
Diversification Beyond Traditional Gold Purchases
While gold continued to dominate the Dhanteras narrative, the statements reveal that demand extended well beyond traditional gold jewellery.
Natural diamond jewellery witnessed encouraging interest, with some retailers reporting significant growth in festive sales. Silver jewellery and articles also received positive responses, while polki, temple jewellery, gemstones and contemporary bridal designs contributed to the diversity of consumer purchases.
Thepopularity of natural diamonds continues to grow. Consumers are increasingly considering diamond jewellery for personal milestones, gifting, everyday luxury and bridal purchases.
Industry Leaders’ Perspectives
Jignesh Mehta, Founder and MD, Divine Solitaires
The festive season witnessed encouraging momentum in jewellery demand, with Dhanteras and Diwali driving consumer interest in natural diamond jewellery. At Divine Solitaires, we observed 30% growth in festive sales, reflecting increasing interest in natural diamond solitaires for gifting, personal milestones and self-purchases. Smaller solitaire diamonds, lightweight designs and versatile everyday-wear pieces continued to attract attention. We also noticed that consumers are placing greater emphasis on transparency, authenticity and quality assurance while making purchase decisions. Our 123-parameter Quality Guarantee and standardised pricing continue to address these expectations, helping consumers make informed and confident purchases.
Bhavana Jakhia, Director, OM Jewellers Pvt Ltd
On the occasion of Dhanteras, OM Jewellers has experienced a steady influx of clients since this morning. In addition to traditional gold purchases, we have observed a 25 to 30% increase in sales of our diamond and polki jewellery collections. Client feedback regarding this year’s new launches has been exceptionally positive. Given this momentum, we are confident in achieving a successful conclusion to this festive season.
Eshwar Surana, Managing Director, Raj Diamonds
This festive season has been particularly encouraging for us at Raj Diamonds. We have witnessed approximately 20% growth in demand compared to last year’s festive season, accompanied by strong footfalls across our showrooms. One notable trend has been customers booking their jewellery in advance and taking delivery on Dhanteras. We are also seeing a growing number of consumers who traditionally invested in gold now exploring natural diamond jewellery as a preferred choice for festive purchases and celebrations. Diamonds have always been associated with life’s most meaningful moments, from celebrating love and relationships to marking personal milestones and achievements. Today, this emotional significance, coupled with rising disposable incomes, the influence of Gen Z and millennials, and an evolving appreciation for fine jewellery, is broadening the appeal of diamonds beyond traditional occasions.
From a design perspective, coloured gemstones paired with diamonds are emerging as a strong preference this season. We are also witnessing an interesting evolution in the bridal segment, where natural diamond jewellery is increasingly finding its place alongside traditional gold purchases. Consumers are gravitating towards versatile designs, including 18-karat closed settings and contemporary 14-karat jewellery, that offer a balance of craftsmanship, value and everyday wearability.
Another encouraging trend is the growing interest in diamond jewellery among men, with pieces such as collar cuffs, brooches and zipper necklaces gaining popularity. This reflects how jewellery is increasingly becoming an expression of individual style rather than being restricted by traditional categories.
Looking ahead, we see natural diamonds becoming an increasingly integral part of everyday luxury, with demand moving towards lightweight, versatile, and lifestyle-oriented designs. At Raj Diamonds, our focus remains on creating jewellery that brings together exceptional craftsmanship, thoughtful design and timeless appeal. Pieces that are not only chosen to celebrate the present but are treasured and passed down through generations.
Vaibhav Saraf, Director, Aisshpra Gems & Jewels
Dhanteras was strong for Aisshpra Gems & Jewels, with gold sales growing by 50%, silver by 30% and diamonds by 20% in value over last Dhanteras. Lightweight jewellery and bridal sets were a major customer focus, bringing together auspicious buying and preparations for the wedding season. Our Navni and Arni diamond collections, designed for brides and their families, added to our festive offering. With Navni’s versatile, nine-in-one bridal necklace, we are responding to the desire for jewellery that can be worn beyond the wedding day. We are grateful to the families who chose to celebrate this special occasion with Aisshpra.
B.A. Ramesh, Joint Managing Director, Thangamayil Jewellery Limited
This Dhanteras, we are witnessing an encouraging customer response, with families embracing the occasion to make meaningful jewellery purchases. We are particularly pleased with the response to our exclusive in-house collections, including Naya and Minmini Diamonds, reflecting evolving customer preferences. The festive enthusiasm has been remarkable, with a steady stream of customers visiting our stores throughout the day and continuing well into the night. We are delighted to be part of their festive celebrations, making this auspicious occasion even more memorable.
SVAR Media Network Analysis: Expanding Jewellery Consumption Across Categories
The statements point towards a wider acceptance of diamonds as part of everyday luxury and personal expression.
The growth reported by Divine Solitaires, OM Jewellers and Raj Diamonds indicates that diamond jewellery is finding opportunities across gifting, self-purchases, bridal jewellery and lifestyle-oriented collections.
A particularly interesting development is the growing interest in natural diamond jewellery among consumers who traditionally prioritised gold purchases.
The emergence of coloured gemstones paired with diamonds, contemporary bridal designs and men’s diamond jewellery further demonstrates the diversification of the category.
Silver is also contributing to the festive jewellery market, with several jewellers reporting encouraging demand for silver jewellery, coins and articles.
The overall trend suggests that consumers are increasingly distributing their jewellery purchases across multiple categories rather than concentrating exclusively on gold.
5. Industry Estimates Indicate Positive Growth in Dhanteras Business
Preliminary Gold Business Estimates and Company-Level Performance
The business estimates shared by industry representatives provide another important perspective on Dhanteras 2026.
Rajesh Rokde, Chairman of the All India Gem & Jewellery Domestic Council (GJC), estimated that India’s total gold business on Dhanteras stood at approximately INR 60,000 crore, based on the council’s preliminary assessment.
According to his statement, the industry was expected to register approximately 15–20 per cent growth in value terms, while gold business volumes were expected to remain almost at the previous year’s level.
Avinash Gupta, Vice Chairman of GJC, also expressed the expectation of 15–20 per cent value growth for the industry, with sales volumes matching the previous year.
Meanwhile, individual retailers reported growth across different categories, including gold, diamonds and overall festive sales.
Industry Leaders’ Perspectives
Rajesh Rokde, Chairman, All India Gem & Jewellery Domestic Council (GJC)
The total gold business across India on the occasion of Dhanteras is estimated to be approximately INR 60,000 crore, according to our preliminary assessment. Compared to last year, the business is expected to register a growth of around 15–20% in value terms. If we look at the business in terms of volume, it is expected to remain almost at the same level as last year, while in value terms, we are witnessing an increase of approximately 15%. Certainly, this is a very encouraging start for the jewellery industry. This year, jewellery stores across the country opened as early as 8:00 AM on Dhanteras, and we witnessed tremendous enthusiasm among customers.
We had anticipated a good Dhanteras this year, as Dhanteras is considered one of the most auspicious occasions among the three-and-a-half auspicious muhurats in the Hindu calendar. There is a deep-rooted religious and cultural tradition of purchasing gold and other valuables on this day. It is also traditionally believed that purchases made on Dhanteras bring thirteenfold prosperity.
According to Hindu mythology, Lord Dhanvantari emerged from the Samudra Manthan carrying the Amrit Kalash on this auspicious day. Therefore, Dhanteras holds immense significance in our culture and traditions. This cultural and religious connection is one of the key reasons why people across the country enthusiastically participate in shopping on this occasion. Another positive factor this year is that both Dhanteras and Diwali fall at the beginning of the month, with Dhanteras on November 6 and Diwali on November 8.
By this time, most people have received their salaries and festive bonuses. This has resulted in healthy cash flow in the market, encouraging consumers to shop enthusiastically. Another positive factor for the gold market is that gold prices have been relatively lower over the past four to six months, which has further increased consumer interest and purchasing sentiment. Looking at gold prices over the past few years, gold was approximately ₹60,000 per 10 grams in 2023, which increased to around INR 80,000 in 2024. In 2025, it reached approximately INR 1,15,000–INR 1,20,000 per 10 grams, while this year it is trading at around INR 1,42,000 per 10 grams.
This clearly reflects the strong returns that gold has delivered over the past few years as an investment asset. Silver has also witnessed significant appreciation. We are optimistic that the coming days will bring excellent business opportunities for the jewellery industry, with the festive season being followed by a strong wedding season.
Overall, we are receiving very encouraging reports from all regions across India. Personally, I am delighted that after a considerable period, our jeweller fraternity has witnessed such positive business momentum.
I sincerely thank all our customers across the country, Indian consumers, and everyone who has continuously supported the Gems and Jewellery Industry for their tremendous response and trust. The Customer is God, and it is their trust, confidence and love that will continue to take our jewellery industry to greater heights.
Dr C. Vinod Hayagriv, Director, C. Krishniah Chetty Group of Jewellers
We saw excellent growth compared to 2025. After adjusting for the gold rate, inflation of about 9.6% between 2025 and 2026, we still see a growth of over 18% over the previous year in same-showroom sales. As we have not added any new showrooms this year, this has demonstrated extremely healthy support for gems and jewellery by consumers across Bengaluru and overseas, and clients across the country.
With several segments of gold, diamonds, silver, gemstones and lab-grown diamonds, details are still being analysed. However, indications are that all of them have grown almost equally between 18% and 30%, with natural diamonds being the highest compared to last year (in spite of lower diamond rates this year). Dhanteras has been an excellent show of confidence by our customers.
Natural Diamonds actually saw a 250% rise in sales compared to last year – an amazing show for natural diamonds vs last year. Gold was 18% net after inflation-adjusted (28% less 10% inflation). Lab-grown was 30% higher than last year. Revenue was 25% higher even after diamond rates were reduced this year.
We saw a great influx of young consumers this year. We saw that the young consumers are accompanied by their family members, which, to us, is encouraging, as even when nuclear families are increasing, we still see a great deal of family involvement. The gold rates have been volatile. Consumers have been patient and holding back purchases in the month of September. Once the gold rates reduced in November 1st week, the sentiment has shifted very healthily, almost like a post-COVID situation.
We see this as an appetite for gold and diamonds being steady, except that consumers were trying to time their purchases when rates were a little more predictable. Lab-grown diamonds have grown steadily this year. Our record of selling 20.06 carat & 21.82 carat lab-grown solitaire diamonds continues to hold the record as the largest lab-grown diamond solitaire sold in the country. Our sub-brand, Crash Club by CKC has been progressing, with clients having the option to buy natural or lab-grown. We do not see one cannibalising the other. Both have become independent growth verticals. Our rhino, as the brand mascot, is well remembered by clients.
Saket Keshri, Director, Ratnalaya Jewellers
It has been an exceptional festive season for us, with an impressive 40% growth in gold volumes compared to last year. Overall, the performance has been extremely encouraging, with strong momentum across all segments. Wedding bookings have seen a wonderful response, complemented by robust Diwali sales, gifting and self-purchases. It is particularly encouraging to see customers celebrating special occasions, expressing their emotions through jewellery gifting, and indulging in purchases for themselves. All in all, a fantastic Dhanteras and Diwali, reflecting strong customer sentiment and healthy business growth. A truly wonderful festive season
Shubham Mittal, Co-Founder & Director, Shree Jee Jewellers – Jaipur
That’s encouraging to hear. When customers prefer purchasing jewellery over coins, it generally contributes to higher overall sales. It certainly sounds like a strong Dhanteras for the industry. Moreover, the fact that customers continued making purchases despite high gold prices is a very positive sign of sustained consumer confidence and demand.
SVAR Media Network Analysis: Understanding Industry Growth Figures
The figures and estimates shared by the industry highlight an encouraging festive business environment. However, it is important to distinguish between preliminary industry estimates, individual company-reported performance and overall market assessments.
The estimated INR 60,000 crore gold business figure shared by GJC represents a preliminary assessment rather than a final audited industry result.
The reported growth figures also vary because companies are measuring different parameters, including gold volumes, sales value, same-showroom sales and category-specific performance.
The statement from C. Krishniah Chetty Group is particularly significant because it highlights growth across gold, natural diamonds, lab-grown diamonds, silver and gemstones. It also points towards the increasing importance of evaluating the jewellery market through multiple product categories rather than gold alone.
Taken together, the industry responses suggest that Dhanteras 2026 delivered encouraging business momentum, supported by both traditional demand and expanding jewellery consumption.
6. Tier II and Tier III Markets, First-Time Buyers and Family Participation Strengthen Demand
Expanding Geographical Reach of Organised Jewellery Retail
Another important development emerging from the statements is the growing contribution of Tier II and Tier III markets to jewellery consumption.
Rajesh Kalyanaraman highlighted encouraging traction in cities such as Jaipur, Dehradun, Surat, Belgaum, Ara and Raipur. He also identified strong consumption centres within major metros, including Chembur in Mumbai, Karol Bagh in Delhi and Purushawalkam in Chennai.
PNG Jewellers also reported encouraging early responses from Tier II and Tier III cities, with old gold exchange playing an important role.
The statements further indicate that younger consumers are entering the market, often with family members accompanying them during purchases.
Industry Leaders’ Perspectives
Vinod Bamalwa, Director, Nemichand, Bamalwa & Sons
Dhanteras continues to hold a special place in the hearts of Indian consumers, reaffirming the deep-rooted cultural and emotional significance of gold in our lives. Despite fluctuations in gold prices, the sentiment towards owning precious jewellery remains strong. What is particularly interesting is the way consumer preferences are evolving.
We are witnessing a more discerning customer who places equal importance on design, craftsmanship, purity and long-term value. While traditional gold jewellery continues to be an integral part of festive purchases, there is growing appreciation for versatile designs, diamond jewellery and pieces that can transition effortlessly from special occasions to everyday wear.
We also believe that jewellery purchases today are increasingly driven by personal expression and legacy. Customers are looking beyond the immediate occasion, choosing pieces that carry emotional value and can be treasured and passed down through generations.
At Nemichand Bamalwa & Sons, our belief has always been that jewellery is much more than an asset or an adornment; it is an expression of tradition, relationships and enduring craftsmanship.
The spirit of Dhanteras lies in welcoming prosperity and celebrating new beginnings. We remain optimistic about the resilience of India’s jewellery market and the timeless place that gold and fine jewellery will continue to occupy in Indian households.
Wishing everyone a very Happy Dhanteras and a prosperous festive season.
Dr Rajendra Jain, CMD, SVAR Group
Dhanteras this year has been truly remarkable for the jewellery industry. Despite the volatility in gold prices over the past several months, consumer sentiment remained strong, and stores across the country stayed busy throughout the day. This encouraging response is a clear reaffirmation of the trust customers place in jewellery as a timeless symbol of prosperity, celebration and long-term value.
With such a successful start to the festive season, we are highly optimistic about what lies ahead. The upcoming wedding season and the remaining festive period are expected to sustain demand and bring further momentum to the trade.
On behalf of SVAR Group, I extend my warm wishes to our industry fraternity, partners and customers. May this Diwali bring happiness, abundance and prosperity to every home, and may the New Year usher in new milestones and continued growth for all.
Happy Dhanteras & Diwali to all!!
SVAR Media Network Analysis: Regional Markets and New Consumer Segments
The geographical expansion of organised jewellery retail is an important factor in the industry’s growth story.
The strong responses reported from smaller cities indicate that jewellery consumption is not limited to metropolitan markets. Increasing access to established jewellery brands, trusted retail experiences and diverse product collections is helping expand the market.
First-time buyers are also becoming an important customer segment. Their participation, together with family involvement, indicates that jewellery purchasing continues to be a collective household decision in many Indian families.
For jewellery retailers, this creates opportunities to strengthen regional networks, improve customer engagement and introduce collections that cater to different budgets and consumer preferences.
7. Transparency, Purity and Trust Remain Central to Jewellery Purchasing Decisions
Customer Confidence and Quality Assurance
While design and pricing influence buying behaviour, trust continues to be one of the most important considerations in jewellery purchases.
Consumers are increasingly evaluating the quality, purity, certification, pricing transparency and long-term value of their purchases.
The statements from DP Jewellers and Divine Solitaires particularly highlight the importance of transparent pricing and quality assurance.
DP Jewellers outlined its extensive product assortment, transparent billing practices, customer-friendly schemes and legacy of customer relationships.
Divine Solitaires highlighted its 123-parameter Quality Guarantee and standardised pricing as measures that support informed purchasing decisions.
Industry Leaders’ Perspectives
Anil Kataria, Director, DP Jewellers
DP Jewellers Emerges as the First Choice of Millions of Customers on the Auspicious Occasion of Dhanteras
With the commencement of the Diwali festivities on the auspicious occasion of Dhanteras, DP Jewellers witnessed an overwhelming response and tremendous enthusiasm from customers across its showrooms. The specially curated festive jewellery collection attracted customers with its wide range of exquisite designs, including diamond jewellery, gold temple jewellery, heavy jewellery sets, pendants, gold and silver coins, and silver utensils. Gold antique and Jadau jewellery also witnessed significant demand during the festive occasion.
Anil Kataria stated that During this festive season, DP Jewellers has made available an extensive collection of over 50,000 designs across HUID and BIS Hallmarked Gold, Certified Diamonds, Diamond Polki, Jadau, Solitaire and Silver Jewellery. Keeping the upcoming wedding season in mind, the brand has also introduced an exclusive collection of exquisite bridal and occasion jewellery.
With a strong commitment to maintaining transparency, DP Jewellers ensures that customers receive complete information about the pricing of their purchases. The prices of Kundan, pearls, stones and gold used in jewellery are clearly mentioned separately on the bills, giving customers complete clarity and confidence in the value of their purchases.
Further enhancing the customer experience, the brand also offers a customer-friendly Buyback Policy, Swarn Samriddhi Scheme and Dazzling Diamond Scheme for diamond jewellery, providing customers with greater convenience and attractive purchasing benefits.
Santosh Kataria stated that over the past 86 years, DP Jewellers has consistently upheld its legacy of purity and trust, winning the hearts of more than 3.5 million families. This enduring relationship has made customers consider DP Jewellers an integral part of their own families. Whether it is a festival or any special family occasion, DP Jewellers continues to be a preferred destination for jewellery purchases.
He further emphasised that maintaining customers’ trust has always been the brand’s foremost priority. Special attention is given to customer convenience, particularly in ensuring jewellery purity and complete transparency in pricing.
Carrying forward its legacy of trust while blending traditional expertise with modern ideas, DP Jewellers has established a strong presence across 13 cities in Madhya Pradesh, Rajasthan and Gujarat. These include Ratlam, Indore, Udaipur, Bhopal, Ujjain, Neemuch, Bhilwara, Kota, Banswara, Ajmer, Dhar, Dahod and Jabalpur. Today, the brand enjoys strong recognition and a trusted reputation among customers across these markets.
At DP Jewellers, jewellery collections are carefully curated based on customer feedback, preferences and evolving tastes. Customers are presented with a wide range of jewellery designs, along with complete product information and guidance, ensuring that they can choose pieces that best suit their preferences and budgets.
SVAR Media Network Analysis: Trust as a Competitive Advantage
Trust is not simply a brand positioning factor in the jewellery industry; it directly influences purchase confidence.
With jewellery representing a significant financial and emotional investment for households, transparent pricing, purity assurance, certification and clear product information are increasingly important.
The industry responses suggest that retailers are placing greater emphasis on customer education, product transparency and long-term relationships.
This is particularly relevant as new consumers enter the market and explore categories such as natural diamonds, lab-grown diamonds, lightweight gold and contemporary jewellery.
Brands that combine product quality with transparency and customer confidence are well positioned to build lasting relationships.
8. The Wedding Season Could Sustain Jewellery Demand Beyond Dhanteras
Bridal Jewellery and Advance Bookings Support Market Outlook
The outlook for the upcoming wedding season was another recurring theme across the industry statements.
Several jewellers reported strong wedding bookings, bridal jewellery demand and advance purchases, while others highlighted customers making token purchases during Dhanteras with plans to return closer to their wedding dates.
The industry is also witnessing changes in bridal preferences, with consumers exploring natural diamonds, polki, lightweight gold jewellery and versatile bridal collections.
Aisshpra Gems & Jewels highlighted the response to its bridal collections, including Navni’s nine-in-one bridal necklace, while Raj Diamonds reported growing interest in natural diamond bridal jewellery.
Industry Leaders’ Perspectives
Dr Joy Alukkas, Chairman & Managing Director, Joyalukkas
Dhanteras witnessed encouraging consumer sentiment for Joyalukkas, with customers showing strong interest across gold jewellery categories. We observed healthy demand for traditional gold jewellery, lightweight everyday-wear collections and gold coins, reflecting the diverse preferences of consumers during the festive season. The recent correction in gold prices also encouraged buyers to make their purchases, while the emotional, cultural and investment significance of gold continued to drive demand. Consumers increasingly favoured designs that blend traditional craftsmanship with contemporary aesthetics, while placing importance on quality, purity and value. Overall, the festive response has been positive, reaffirming the enduring appeal of gold and the significance of Dhanteras as an auspicious occasion for jewellery purchases.
SVAR Media Network Analysis: Wedding Season as the Next Demand Driver
The wedding season is expected to provide an important continuation of the festive demand witnessed during Dhanteras.
Advance bookings and token purchases indicate that some consumers are distributing their jewellery purchases across different stages of wedding preparation.
The growing interest in versatile bridal jewellery also suggests that consumers increasingly value pieces that can be worn beyond the wedding ceremony.
For jewellery brands, the opportunity extends beyond traditional bridal sets to include diamond jewellery, lightweight gold, polki, contemporary designs and jewellery that can transition between weddings, celebrations and everyday occasions.
9. What the Dhanteras 2026 Industry Statements Reveal: Key Market Trends
Ten Important Developments Shaping India’s Jewellery Market
An analysis of all the industry statements shared with SVAR Media Network highlights several important developments shaping India’s jewellery market.
1. Gold Continues to Anchor Festive Jewellery Demand
Gold remains deeply connected to Indian traditions, auspicious purchases, household savings and long-term value. The continued demand for traditional jewellery, gold coins and bars reinforces its central position in the market.
2. Price Corrections Influence Purchase Timing
The recent moderation in gold prices encouraged consumers to enter the market. However, the broader industry response suggests that price movements are influencing purchase timing and budgets rather than changing the underlying desire to own jewellery.
3. Lightweight Jewellery Is Expanding Its Consumer Base
The growing interest in lightweight chains, pendants, earrings, rings and contemporary designs reflects changing preferences, particularly among young and first-time buyers.
4. Natural Diamonds Are Finding Wider Acceptance
The statements from Divine Solitaires, Raj Diamonds, OM Jewellers and C. Krishniah Chetty Group highlight growing interest in natural diamond jewellery for gifting, personal milestones, bridal purchases and everyday luxury.
5. Silver Is Strengthening Its Position
Silver jewellery, coins, utensils and artefacts received encouraging responses, indicating that consumers are exploring multiple precious-metal categories during the festive season.
6. Tier II and Tier III Markets Are Becoming Increasingly Important
The positive response from smaller cities and regional markets highlights the expanding geographical reach of organised jewellery retail and the growing participation of first-time buyers.
7. Men’s Jewellery Is Emerging as a Distinct Opportunity
The growing interest in men’s jewellery, including diamond pieces, brooches, collar cuffs and other contemporary designs, reflects the increasing role of jewellery in personal styling.
8. Bridal Jewellery Is Becoming More Versatile
Consumers are exploring jewellery that balances traditional significance with contemporary aesthetics and repeated wearability. Natural diamonds, polki, lightweight gold and multi-way bridal designs are part of this evolving market.
9. Transparency and Quality Assurance Are Becoming More Important
Clear pricing, purity, certification, buyback policies and quality guarantees are helping consumers make more confident jewellery purchasing decisions.
10. The Wedding Season Remains an Important Growth Opportunity
Advance bookings, bridal purchases and customer plans to return for larger purchases indicate that the festive momentum could continue through the upcoming wedding season.
Conclusion: Dhanteras 2026 Reinforces the Resilience and Transformation of India’s Jewellery Industry
A Positive Outlook for the Festive and Wedding Season
The industry statements compiled by SVAR Media Network present a positive picture of India’s jewellery market during Dhanteras 2026. Despite gold price volatility and changing consumer budgets, the festive occasion witnessed encouraging customer participation, healthy showroom footfalls and demand across multiple jewellery categories.
Gold continued to remain the foundation of festive purchases, supported by its cultural, emotional and investment significance. At the same time, the growing popularity of lightweight jewellery, natural diamonds, silver, polki, contemporary bridal collections and everyday-wear designs demonstrates that the Indian jewellery consumer is becoming increasingly diverse in preferences and purchasing behaviour.
The preliminary industry assessment of approximately INR 60,000 crore in Dhanteras gold business, along with the anticipated sales growth of around 15–20 per cent shared by industry representatives, provides an encouraging indication of market momentum. Individual company statements further highlight strong performances across different categories and markets, although these reported figures represent separate company-level assessments and should not be treated as consolidated industry results.
Another significant development is the expanding contribution of Tier II and Tier III markets, alongside the participation of younger consumers and first-time jewellery buyers. The increasing importance of design, transparency, purity, craftsmanship and versatility also indicates that the industry is responding to a more discerning customer.
For jewellery retailers, manufacturers and brands, the opportunity ahead lies in balancing traditional consumer expectations with evolving lifestyle preferences. Gold will continue to hold its place in Indian households, but the future of jewellery consumption will increasingly include multiple categories, contemporary designs and more personalised purchasing decisions.
With the wedding season approaching and festive buying momentum remaining encouraging, industry leaders have expressed optimism about continued demand in the coming months.
Dhanteras 2026 has once again demonstrated that India’s jewellery market is not driven by gold prices alone. It is shaped by tradition, trust, aspiration, craftsmanship, evolving lifestyles and the enduring emotional connection between jewellery and Indian households.
This industry report has been compiled and analysed by SVAR Media Network based on the statements and business updates shared by jewellery industry leaders, retailers, manufacturers and trade representatives.
FAQs
How did India’s jewellery industry perform during Dhanteras 2026?
India’s jewellery industry witnessed encouraging customer footfalls, healthy buying interest and positive festive sentiment, according to statements shared by leading jewellers and industry representatives.
What was the estimated Dhanteras gold business in India in 2026?
According to the assessment shared by Rajesh Rokde, Chairman of GJC, India’s total gold business on Dhanteras was estimated at approximately INR 60,000 crore.
What growth did the jewellery industry expect during Dhanteras 2026?
Industry representatives indicated expected sales growth of approximately 15–20% compared to the previous year, while gold business volumes were expected to remain almost at the previous year’s level.
How did gold price corrections influence Dhanteras purchases?
The recent moderation in gold prices provided some relief to consumers and encouraged purchases, according to several industry leaders.
Which jewellery categories witnessed strong demand during Dhanteras 2026?
Gold jewellery, lightweight jewellery, natural diamonds, silver jewellery, coins, bridal collections, polki and contemporary everyday-wear designs witnessed encouraging demand.
Was lightweight jewellery popular during Dhanteras 2026?
Yes. Several jewellers reported strong interest in lightweight chains, earrings, rings, pendants and versatile everyday-wear designs, particularly among younger and first-time buyers.
How did natural diamond jewellery perform during Dhanteras 2026?
Several brands reported encouraging growth in natural diamond jewellery demand. Divine Solitaires reported 30% growth in festive sales, while Raj Diamonds reported approximately 20% growth in demand.
Which markets contributed to jewellery demand during Dhanteras 2026?
Industry leaders reported encouraging demand across metropolitan markets and Tier II and Tier III cities, including Jaipur, Dehradun, Surat, Belgaum, Ara and Raipur.
What role did the wedding season play in Dhanteras 2026 jewellery sales?
Wedding bookings, bridal jewellery purchases and advance orders contributed to demand. Industry leaders also expressed optimism about continued momentum during the upcoming wedding season.
What were the key jewellery consumer trends during Dhanteras 2026?
The key trends included lightweight jewellery, natural diamonds, versatile bridal designs, men’s jewellery, silver purchases, younger buyers, regional market growth and increased emphasis on transparency and quality assurance.
Source: SVAR Media Network
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