Gold Jewellery: Gen Z Reshapes Market, Investment & Fashion Merge

• 86% of consumers view gold/jewellery as primary assets, on par with market-linked investments like mutual funds and equities.
• Jewellery purchases are dual-purpose: 56% buy for investment and fashion, 28% solely for investment, with older men favoring capital preservation.
• Gen Z and Millennials drive a shift towards lightweight, minimalist designs (49%) for daily wear, moving away from heavy, ornate pieces.
• Younger buyers diversify, with 51% of Gen Z preferring silver and 34% platinum; silver is a complementary option due to lower price and modern designs.
• Purchase occasions expand beyond weddings to birthdays, anniversaries, daily wear, and milestones; 85% of transactions still occur offline.

Why It Matters: India's jewellery market is evolving, blending investment with lifestyle, driven by younger generations' diverse preferences.