Jewellery Buyers Shun Ads, Trust Stores: Deloitte Survey Reveals Indian Preferences

• Only 4% of Indian jewellery buyers say advertising influences their purchase decisions, according to a Deloitte survey of over 600 respondents.
• Physical stores remain dominant, with 94% preferring national chains, 88% family jewellers, and 86% local retailers over online channels.
• Online purchases are largely for lower-value items (below ₹50,000); high-value transactions above ₹1 lakh are rare online.
• Word-of-mouth (30%) and market visits (21%) are key discovery drivers, though Gen Z increasingly relies on social media and search engines.
• Gold remains preferred, but Gen Z shows interest in silver (51%) and platinum (34%); trust, brand heritage, and relationships are decisive factors.

Why It Matters: Trust and physical store experience, not advertising, drive Indian jewellery purchases, especially for high-value items.