India’s gold market is showing signs of recovery in August as prices rebound, jewellery demand improves and retailers rebuild inventories ahead of the festive season, World Gold Council says

Rising gold prices are influencing festive and wedding jewellery demand, with retailers and consumers showing greater interest in lightweight designs and distinctive chains, according to the report.

Senco Gold & Diamonds has introduced its ‘Drops of Joy’ campaign across India from July 3, 2026, offering discounts on gold and diamond jewellery to support seasonal consumer purchases.

VBJ, Vummidi Bangaru Jewellers has introduced the Parro jewellery collection in Chennai on June 22, drawing inspiration from the parrot motif and combining gold, diamonds, gemstones and enamel with heritage craftsmanship.

Chandukaka Saraf Jewels has introduced its RITI 2.0 lightweight gold necklace collection ahead of the Vat Purnima and Guru Pushyamrut buying season, alongside festive offers across Maharashtra showrooms.

As jewellery consumers become more informed and cautious, retailers are increasingly facing delayed purchase decisions driven by friction in trust, storytelling, pricing clarity, customer engagement, and overall buying experience.

Jos Alukkas launched a platinum jewellery campaign featuring Dulquer Salmaan on May 15, promoting men’s and contemporary platinum jewellery collections across India and international markets through digital, print and in-store activations.

The All India Gem & Jewellery Domestic Council inaugurated its Mumbai office on May 14 while urging industry support for revised gold duty measures and proposing a structured Gold Monetization Scheme roadmap.

Divine Solitaires on May 4, 2026 in Mumbai unveiled a Mother’s Day campaign highlighting mothers’ emotional role in children’s milestones, supported by a curated solitaire gifting collection.

Instamart partners with Kalyan Jewellers to introduce gold rate protection between April 10–16, 2026, allowing consumers to lock prices and complete purchases on Akshaya Tritiya at lower prevailing rates.

Dhirsons Jewellers, part of Dhiraj Dhir Group, New Delhi, launches ‘Sone Ka Rishta’ campaign for Akshaya Tritiya to position gold as a generational asset beyond transactional purchases.

Rokde Jewellers introduces a limited-period ‘Tax Free Mahotsav’ campaign, absorbing GST on jewellery purchases until March-end, aiming to boost Gudi Padwa and wedding season demand across its retail network.

Senco Gold & Diamonds introduces a Gudi Padwa jewellery collection in March 2026 across India, featuring traditional Maharashtrian designs and limited-period discounts to drive festive jewellery purchases and retail demand.

Retailers highlight how financially independent women are increasingly buying jewellery for themselves, boosting demand for lightweight gold and diamond jewellery across metros and smaller cities, finds out Dhwani Rathod.