On what is traditionally one of the most auspicious days to purchase gold, Akshaya Tritiya 2025 saw a surprising shift in consumer behavior. The buzz and sparkle that usually accompany this gold-laden festival were notably muted this year. Despite extended store hours and festive promotions, high gold prices nearing ₹1,00,000 per 10 grams acted as a significant deterrent for many shoppers.
According to data from India’s Multi Commodity Exchange (MCX), prices fell by ₹500 on Akshaya Tritiya to settle around ₹95,000 per 10 grams. This was a sharp retreat from the April 22 peak of ₹99,500. However, the drop was insufficient to reignite the usual gold rush. As noted by Suneera Tandon’s coverage in Mint, volume-wise sales saw a de-growth of 15–18%, even though there was a 20% value-wise growth, indicating that buyers spent more but took home less.
Lightweight Jewellery and Digital Gold Took the Lead
The steep prices prompted a shift in consumer preference. Many opted for lightweight jewellery and small token pieces, especially for weddings. First-time buyers, lured by the promise of future gains, entered the market cautiously. According to Samit Guha of MMTC-PAMP, silver coins and bars more than doubled in volume compared to last year. Consumers prioritized investment appeal and low making charges, which made Digital Gold and Gold ETFs attractive alternatives.
Silver Shines as Gold Fades
The Akshaya Tritiya trends of 2025 were shaped not just by tradition but by economic calculations. The high denomination category saw muted sales, pushing customers toward silver or lower-weight ornaments. Retailers like Senco Gold and Kalyan Jewellers observed traction in rings, pendants, and earrings—items that satisfy tradition without burning a hole in the pocket.
Mixed Consumer Confidence
Despite high prices, the general consensus among analysts and retailers was cautiously optimistic. According to Suvankar Sen, CEO of Senco Gold Ltd., operating 171 stores across India, demand shifted but didn’t vanish. Lightweight designs and gold’s cultural relevance ensured it remained a preferred asset, especially for ceremonies.
Rajesh Rokde, chairman of the All India Gem and Jewellery Domestic Council, noted that the recent correction from ₹99,500 to ₹95,000 helped reinforce some buyers’ confidence in gold as a long-term investment.
Finally, Akshaya Tritiya 2025 presented a telling shift in consumer priorities. While the day retained its cultural significance, economic pragmatism overrode festive exuberance. With digital and silver investments on the rise, the golden tradition is evolving—leaner, smarter, and more value-conscious than ever before.
