Strong jewellery sales and higher store footfall at Titan indicate that consumer demand for gold remains resilient despite calls to curb purchases and a higher import duty.

Jewellery stocks fell on September 1 after Prime Minister Narendra Modi urged Indians to avoid unnecessary gold purchases, citing Swadeshi and self-reliance, raising concerns over demand and jewellery buying patterns.

Organized jewellers are expanding cash-for-gold programmes ahead of the festive season as elevated bullion prices affect fresh demand and retailers seek greater access to recycled gold.

R.R. Jewellers celebrated its 16th anniversary in Hyderabad on July 27, 2026 with the launch of its Festival Collection, highlighting its retail growth, customer reach and affordable gold jewellery strategy.

GIVA has launched its “Artificial Do. Silver Lo” Exchange Fest, allowing customers across India to exchange old or imitation jewellery for vouchers redeemable on silver and gold purchases until July 12.

India’s gold market slowed through May and early June as higher import duties, price volatility and seasonal factors curtailed jewellery demand, while ETF outflows and imports also declined.

Natural diamond ownership among Indian women rose to 15% in 2025 from 11% in 2022, driven by younger consumers, rising incomes and increasing self-purchase trends, according to NDC.

Jos Alukkas launched the #ExchangeForTheNation campaign across India on May 27, 2026, promoting gold recycling and exchange amid calls to reduce dependence on imported gold and conserve foreign exchange reserves.

Divine Solitaires said rising gold prices and changing consumer sentiment are encouraging buyers to consider natural diamonds for milestone purchases, while supporting India’s diamond manufacturing and export ecosystem.

PNG Jewellers on May 13 launched Swarna Swaraj from Pune to promote domestic gold recirculation, lower-karat jewellery adoption and responsible consumption following Prime Minister Narendra Modi’s appeal on gold imports.

As India raises gold import duty to 15%, leading jewellery players and trade bodies support gold conservation measures while warning of liquidity pressure, export challenges and rising risks to MSMEs.

IAGES expanded its #PehlaCheckIAGES campaign across India during Akshaya Tritiya 2026, encouraging consumers to verify jewellers before purchase while positioning accreditation and transparency as differentiators for jewellery businesses.

With Akshaya Tritiya around the corner, jewellery retailers are unveiling festive offers, exclusive collections, and smart buying schemes to attract customers and maximize seasonal sales momentum across India.

Reva Diamonds by PNGS introduces up to 100% discount on making charges across Maharashtra from April 4–19, 2026, aiming to drive diamond purchases during Akshaya Tritiya amid evolving consumer demand trends.