Gold Prices Soar to ₹1.40 Lakh, Yet Jewelry Market Thrives on Discounts & Offers

• Despite gold reaching ₹1.40 lakh per 10 grams in the December quarter, the jewelry market saw strong sales.
• Major players like Titan, Kalyan Jewellers, Senco Gold, and P.N. Gadgil reported robust sales across all segments.
• Consumers are adapting to high gold prices as the 'new normal', reducing purchase postponements.
• Companies offered attractive discounts on making charges and 100% value for old gold to stimulate demand.
• While revenue increased significantly, sales volume declined over 30% as customers opted for lightweight designs.

Why It Matters: High gold prices didn't deter buyers, as discounts and changing consumer behavior fueled strong jewelry sales.