Gold Buying Trends In Dussehra 2025: Festive Demand Strong Despite Record High Gold Rates In India

Gold sparked the brightest rally this year, with prices rising over 40% so far in 2025. Both standard and pure gold have crossed record highs, breaching the crucial Rs. 1 lakh per 10 grams mark. Despite soaring gold prices in India, demand for gold and silver continues to remain strong. The main reason behind this rapid surge is the ongoing festival season, which traditionally sees maximum purchases of gold and silver jewellery. During the nine days of Navratri, the gold rate in India jumped about 5% in value. Experts predict that while the volume of gold jewellery sales may decline by 10-30%, the overall sales value could still increase due to higher prices.

India will celebrate Dussehra tomorrow, with Diwali and Dhanteras just around the corner, which means demand is expected to rise again, pushing gold rates to unprecedented levels. Buying gold and silver during festivals is considered highly auspicious, symbolising prosperity, wealth, and good fortune.Families often consider buying gold jewellery during the festival a ritual to invite blessings and long-term wealth. Historically, gold purchases spike by around 30% during Dussehra compared to other times of the year.

Festive Gold Demand Shifts to Lightweight Designs Amid High Prices

"Consumer sentiment during this year's Navratri remains cautiously optimistic, despite gold trading above Rs. 1.14 lakh/10 gm and silver near Rs. 1.35 lakh/kg. Cultural traditions make buying gold during Shubh Muhurats almost non-negotiable, but buyers are adapting. Instead of heavy jewellery, demand is shifting to lightweight, 14-18k designs, coins, and digital gold. Interestingly, a growing trend is visible where consumers are exchanging old jewellery to fund new purchases, balancing sentiment with affordability. This recycling helps buyers manage high prices while still fulfilling festive traditions. Overall, while volumes may soften, the value of sales will remain strong due to record prices, and jewellers who innovate with designs and financing schemes are likely to see the most resilient demand." said Prithviraj Kothari, Managing Director at RiddiSiddhi Bullions Ltd & President of India Bullion and Jewellers Association Ltd.

Gold Mirrors Last Year's Trends

"Festive demand this year is encouraging and remains on par with last year despite higher gold prices. Purchases for wedding jewellery have already begun, and there is a clear preference for lightweight designs. We are also seeing a strong shift in consumer interest towards 18 and 14 kt gold jewellery." said Vikas Kataria, Promoter, DP Abhushan Limited

"A key driver of current demand is the early commencement of purchases for wedding jewellery. This segment is showing consistent growth, indicating that gold remains an indispensable component of matrimonial ceremonies. However, we are noting a distinct shift in consumer preference within this category: there is a clear and pronounced leaning towards lightweight jewellery designs. This preference is likely a strategy by consumers to manage the total spend in the context of elevated gold rates, allowing them to acquire desired pieces within a set budget while not compromising on the number of pieces or the overall ceremonial requirement. These lightweight pieces often feature intricate craftsmanship, appealing to modern aesthetic sensibilities while remaining economically viable." He further added

Gold Rate in India Today

Gold prices in India continued their upward march on Wednesday, with 10 grams of 24-carat gold climbing by Rs 1,200 to reach Rs 118,640. The 22-carat variant surged by Rs 1,100 to Rs 108,750 per 10 grams, while 18-carat gold rose by Rs 900 to Rs 88,980.