According to the Confederation of All India Traders (CAIT), about 46 lakh weddings are expected between November 1 and December 14, 2025 (against about 48 lakh in the same period last year), driving an estimated ₹6.5 lakh crore in wedding-related business, up from ₹5.9 lakh crore a year ago.
Spends rise even as gold prices stay highDespite gold prices hovering near all-time highs, jewellers say sentiment remains strong.
“Like every year, the demand for gold has stayed robust, with consumers preferring 24K gold minted products at 999.9+ purity,” said Samit Guha, Managing Director and CEO, MMTC-PAMP.He said the average value per purchase has increased, as discerning consumers either exchange old jewellery for coins and bars or make staggered buys aligned with price movements.
However, this year’s buying behaviour is more strategic. Families are locking in key pieces early and spreading additional purchases closer to wedding dates.
“Higher prices have encouraged more deliberate, value-driven buying,” said Arthi Ramalingam, Founder & CEO, Eternz, noting that silver’s moderate price movement has also boosted interest in mixed-metal and diamond-led trousseau jewellery.
Designs turn lighter, more personal
Jewellery choices are evolving beyond traditional heavy sets. Across markets, the preference has shifted toward lightweight, contemporary, and versatile designs that extend beyond the wedding day.
“The young generation, especially in metros, is no longer focused on gold weight but on design and style,” Ramalingam said.
At Mirari, the focus this season is on statement pieces.
“This year’s wedding season has shown healthy momentum, with clients showing a preference for statement pieces that balance timeless appeal with individual expression,” said Mira Gulati, Founder & Lead Designer, Mirari.
Jewellers also note that the emotional value of jewellery remains intertwined with its financial worth.”Buyers are willing to invest when they connect with the craftsmanship, design story, and long-term value,” Gulati added.
Shift towards investment-led gold purchases
Gold’s role as both adornment and asset continues to influence buyer preferences.
MMTC-PAMP’s Guha observed that the share of pure gold products such as coins, bars, and digital gold has risen from 29% to 34% year-on-year, signalling an investment-led mindset.
Retailers are also introducing Gold SIPs and old-gold exchange programmes to help customers manage expenditure while maintaining purchasing momentum.
Digital and curated retail experiences rise
Retailers are adapting to changing expectations through omnichannel and tech-enabled experiences. Mirari has deepened its digital-first approach with virtual consultations and interactive storytelling, allowing brides to explore customisation from home.
“Our goal is to ensure every interaction, from discovery to purchase, feels personal, transparent, and luxurious,” Gulati said.
Eternz, a multi-brand jewellery platform, is focusing on curation, confidence, and convenience.
“We’ve curated over 200 trusted brands across fine, silver, fashion, and demi-fine categories, with AI-led recommendations and virtual try-ons to simplify decision-making,” said Ramalingam.
Meanwhile, MMTC-PAMP is expanding its retail footprint and enhancing brand visibility through a mix of digital collaborations and hyperlocal tie-ups.
“We partnered with Blinkit and Swiggy Instamart for faster deliveries and ran education-led campaigns to help consumers understand purity and purchase parameters,” Guha said.
