Akshaya Tritiya 2026: High gold prices fail to dampen demand as buyers shift to organised retail

About this update from Gold Bond Group Ltd.

India’s gold-buying ritual on Akshaya Tritiya is undergoing a visible transformation. Despite prices hovering near record highs of ₹1.5–1.55 lakh per 10 grams, demand this festive season has remained resilient, though not unchanged. Instead of retreating, consumers are recalibrating how and where they buy, with organised retail, especially malls, emerging as the clear winner.Across Delhi-NCR, leading malls reported a sharp spike in jewellery sales, with some recording as much as an 8–10-fold jump compared to regular days. The surge underscores a broader trend: even as gold becomes more expensive, consumer trust is increasingly tilting towards formal, transparent retail ecosystems.“The sharp rise in gold prices has not deterred demand; instead, it has shifted purchasing towards organised formats where trust and transparency are stronger,” said Arjun Gehlot, Director, Ambience Group. “Consumers are more discerning when making high-value purchases, and malls offer a controlled and credible retail environment.”From Sentiment to StrategyTraditionally driven by cultural sentiment, gold buying is now as much a financial decision as it is a festive one. With prices having surged over 215% in the past five years—from around ₹48,000 per 10 grams in 2021 to nearly ₹1.5 lakh now—consumers are approaching purchases with greater caution and planning.“When gold is trading near ₹1.55 lakh per 10 grams, purchasing jewellery during Akshaya Tritiya is no longer just a festive tradition; it is a high-stakes financial investment,” said Jatin Goel, Executive Director, Omaxe Group. “At these historic price points, buyers cannot afford to compromise on transparency, hallmarking, or physical security.This heightened sensitivity to value and authenticity is accelerating the shift away from unorganised jewellers towards branded players housed in malls and large retail formats.Malls Emerge as Jewellery DestinationsDevelopers say malls are no longer just shopping spaces but curated jewellery destinations. Properties across NCR have consciously expanded their brand mix to include both legacy and new-age jewellery players, enabling comparison-led buying.At Ambience Malls in Vasant Kunj and Gurgaon, brands such as Tanishq, Kalyan Jewellers, Zoya, CaratLane and Bluestone anchor the jewellery portfolio. Similarly, Vegas Mall and Omaxe Chowk have built strong line-ups of national and regio...

View stock analysis, news, and events for Gold Bond Group Ltd.