Akshaya Tritiya Gold Buying Stays Strong Despite High Prices

Gold purchases held firm during Akshaya Tritiya this year. This, even though prices hovered near record highs. Industry estimates indicated 18 to 20 tonnes of trade across India on 19 April.

Jewellery stores reported heavy footfall throughout the day. Southern markets saw early momentum. States such as Maharashtra recorded a sharper rise in buying after mid-afternoon. Many stores stayed open late to meet demand, according to industry executives.

High Prices Fail To Deter Buyers

The strong turnout comes despite a steep rise in gold prices over the past year. Prices have climbed from around ₹90,000 per 10 grams last Akshaya Tritiya to over ₹1,50,000. At 12:54 pm on 20 April, gold June futures were trading at ₹153,652 per 10 grams on the Multi-Commodity Exchange (MCX) of India.

Interest in gold did not weaken, traders said. Buyers continued to show up throughout the day. Many in the trade pointed to the festival’s importance, along with the tendency to treat gold as a store of value.

Demand Seen Across Regions

Large chains flagged steady sales across their stores. Kalyan Jewellers said purchases moved at a stable pace through the day across locations. Northern and western markets showed strong traction, along with parts of the South. Southern cities saw an early rush, while demand in the West gathered pace later.

Bridal buying added to volumes. At the same time, smaller purchases like coins and lighter pieces bought for ‘shagun’ remained active. Retailers said these segments kept counters busy, particularly in urban centres.

Two-Day Muhurat Supported Sales

The Muhurat period stretched across two days this time. That gave buyers more time and avoided a sharp, single-day rush.

Jewellers used quick-commerce partnerships to handle last-minute purchases. Most of these orders were for smaller-value items. These included coins and light jewellery pieces.

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Younger Buyers Drive Shift In Preferences

Jewellers flagged a visible shift in consumer behaviour, particularly among younger buyers. Kama Jewellery reported around a 15% rise in sales compared to last year. Growth was supported by higher ticket sizes and improved buyer confidence.

Silver sales also moved higher during the festival. Demand covered coins, artefacts and jewellery. Industry executives said more buyers are approaching festive purchases with an investment lens. Systematic buying during auspicious occasions is gaining traction across segments.

Sources:

The Hindu Business Line

MSN