Mumbai: Akshay Tritiya is one of the most auspicious days in the Hindu calendar to buy gold, symbolizing lasting prosperity and wealth. Gold prices have risen significantly (nearly 60% up from last year) with 24K hovering around ₹1,55,570 per 10g in mid-April 2026. Digital gold, coins, and jewelry are popular purchasing options.
Despite high prices, demand remains high as gold is viewed as a long-term investment. Gold and silver are expected to sustain gains, potentially offering decent returns, although volatility remains a factor.
Colin Shah, MD Kama Jewelry:
Gold-buying peaks during auspicious occasions, such as Akshay Tritiya, underscoring the most sought-after investment hobby across India. We are likely to see an uptick in demand this year, given the significant correction in gold prices along with the enormous buying appetite of Indians. Additionally, with signs of geopolitical tensions settling down, sentiment is steadily picking up momentum, and buyers are expected to make the most of this opportunity.
While the traditional investment-led purchases of bullion and heavy 22k jewellery will be there, the shift towards daily-wear light-weight jewellery made in 9k to 18 k gold will strengthen, given the growing population of young buyers who perceive gold as an adornment and a sense of prestige. Overall, we are likely to witness about 10% to 12% spike in sales-led demand this Akshay Tritiya with equal fervour among investors as well as the consumer class.
Sachin Jain, Regional CEO, India, World Gold Council (WGC):
Akshay Tritiya is the second-largest gold-buying festival in India and continues to be a significant occasion for gold purchases, symbolizing prosperity and long-term value. While price movements earlier this year led to some cautious sentiment, demand fundamentals remain resilient, with gold prices up around14–16% year-to-date. Recent geopolitical tensions have driven intermittent volatility, reinforcing gold’s safe-haven appeal.
However, prices have seen phases of stability and mild correction, offering a balanced entry point for retail consumers, with an upward trend expected towards the end of April. We are seeing consumers continue to support traditional jewellery demand, while younger buyers are increasingly gravitating towards lightweight, contemporary 22k and 18k gold jewellery as both an aspirational and accessible investment choice. We are also expecting continued growth in digital gold and gold ETFs, reflecting evolving investment preferences. Overall, we anticipate positive momentum in gold buying this Akshay Tritiya.
Raghav Dhir, Managing Director, Dhirsons Jewellers, Dhiraj Dhir Group, Lajpat Nagar:
Akshay Tritiya continues to be a key consumption driver for the jewellery sector, but at Dhirsons Jewellers, our focus remains on consistent value rather than occasion-led pricing. We follow a transparent, year-round pricing approach, supported by a 100% return assurance, which has helped build long-term customer trust.
Demand does see a rise around the festival, largely driven by customers who plan their purchases and choose to complete transactions on the auspicious day. At the same time, we are witnessing strong interest in our collections, particularly those that offer exclusivity, craftsmanship, and a sense of newness through regularly updated designs.
In terms of buying trends, the preference is steadily moving towards studded and intricately crafted jewellery, including antique finishes and pieces with precious stones such as emeralds and rubies. Plain gold has maintained robust demand, but we are seeing that there is an increased interest in high-value creations, including diamonds, where design differentiation continues to drive consumer interest.
Supriya Kataria, Founder, Kumari Fine Jewellery:
This Akshay Tritiya, we sense that the customers’ commitment to buying for prosperity remains constant despite gold prices reaching historic highs and lows. They are resorting to ‘practical buying’ instead of the usual last-minute rush. They are engaging in phases of early buying, particularly for bridal trousseaus, to lock in designs and manage costs ahead of the season.
As we advance from the era of ‘locker gold’, people are now prioritising smart, wearable value over sheer volume. This season, the spotlight is firmly on lightweight, convertible, versatile pieces from our signature stackable bangles and everyday gold hoops to modern, minimal mangalsutras. These aren’t just festive purchases; they are lifestyle investments designed to be worn for all occasions.
Even the bridal segment is changing; families are using this auspicious window to invest in high-utility, modular pieces rather than single-use, heavy sets. Whether it’s a symbolic minimal ring or a strategic bridal investment, Akshay Tritiya 2026 is about making choices that shine long after the festivities end.
Richa Singh, Managing Director, Natural Diamond Council:
Akshaya Tritiya continues to be a powerful catalyst for natural diamond purchases, marking the onset of the wedding season in India. With a 12% y-o-y surge in demand, it is evident that consumers are increasingly choosing natural diamond pieces that are both meaningful and versatile, designed to be cherished and re-worn well beyond the occasion. Equally notable is the evolution in decision-making. While purchases were traditionally driven by the entire family, we are now seeing couples take the lead, making more personal and intentional choices. This shift is further reflected in natural diamonds becoming an integral and increasingly significant part of the overall jewellery basket during such important moments.
