86% Indians See Gold as Wealth, Reshaping Jewelry Market & Investment Trends

• 86% of Indians consider gold and jewelry a core part of their wealth planning, almost on par with mutual funds and shares (87%).
• Jewelry purchases are driven by investment (28% solely for it) and a mix of investment/fashion (56%), with older generations focusing on capital safety.
• Younger generations (Gen Z, Millennials) prefer light, minimal jewelry for everyday wear, with silver (51%) and platinum (34%) gaining popularity.
• Traditional wedding-driven demand (previously 70%) is decreasing; Millennials buy for birthdays, anniversaries, and daily wear.
• Over 85% of purchases happen offline, though Gen Z gathers information from social media and online searches.

Why It Matters: Gold jewelry is increasingly seen as a vital investment by Indians, driving significant shifts in market trends.