This Dhanteras, India’s festive gold rush reflected both celebration and caution, according to Senco Gold & Diamonds. While jewellery sales value grew by an estimated 20–25% compared to last year, the brand reported a 12–15% dip in volume terms — signalling a clear shift toward quality, design, and emotional significance over bulk buying.

“Dhanteras this year felt like two stories at once — families still wanting to mark the festival with something precious, and newer, more budget-savvy choices rising quickly,” said Suvankar Sen, MD & CEO of Senco Gold & Diamonds. “We’re seeing customers move to 18K, 14K, and even 9K options to keep the joy of gifting alive without stretching household budgets, and many are using our digital and EMI options to plan purchases thoughtfully.”

Sen noted that studded and diamond jewellery is steadily gaining ground, with strong traction in everyday wear diamond and platinum pieces. Gold, however, continues to dominate wedding and handcrafted segments. “Our old gold exchange and savings-led initiatives are resonating particularly with younger buyers — teenagers and first-time investors are encouraging their families to see gold as both love and a long-term asset. Participation from this group has gone up by 25–30% this year,” he added.

Interestingly, men are also emerging as a key demographic. “We’ve noticed more men investing in themselves — buying chains and bracelets both for adornment and as a form of investment,” Sen shared. “With the wedding season approaching, young brides are opting for our Shagun Collection, with several leveraging the old gold exchange scheme to upgrade their trousseaus.”

Echoing similar sentiments, Joita Sen, Director and Head of Design & Marketing at Senco Gold & Diamonds, described this festive season as one defined by emotion and practicality. “This Dhanteras felt intimate — we met customers who came in with heirloom pieces and stories, wanting something that nods to the past but fits modern life. That’s exactly why we designed the Shagun pieces: jewellery that carries emotion but is wearable every day,” she said.

Joita added that affordability and inclusivity shaped Senco’s festive strategy. “We’ve seen more exchanges of old gold and a strong interest in accessible price-points so people can celebrate without compromise. That’s why we launched affordable 9K options and generous exchange offers to keep the festive spirit inclusive,” she explained.

Despite the dip in volumes, Senco Gold & Diamonds’ overall festive performance reflects a growing trend in India’s jewellery market — consumers are thinking long-term, embracing design-led purchases, and finding new ways to make precious jewellery part of their everyday lives.