Gold Glitters, Volumes Shrink: Will record prices dent Akshaya Tritiya 2026 demand? Rs 20,000 crore trade expected: CAIT

Akshaya Tritiya 2026: Akshaya Tritiya, falling on the third lunar day of Vaisakha Shukla Paksha, is an auspicious day for Hindu communities. This year, the auspicious festival is being observed across India on Sunday, April 19. The day signifies "never-diminishing" prosperity, success, and new beginnings. On this occasion, buying gold or gold jewellery is considered auspicious.

Even with gold and silver prices at record levels, demand is expected to stay firm this year.

CAIT Estimates Rs 20,000 Crore Trade Nationwide, Delhi Likely to Contribute Rs 6,000 Crore

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The Confederation of All India Traders (CAIT) estimates the business to be around Rs 20,000 crore across the country. That compares with Rs 16,000 crore last year. Delhi alone could account for nearly Rs 6,000 crore.

Traditional Gold Buying Continues, But Consumer Behaviour Shows Clear Shift

Chandni Chowk MP and CAIT National General Secretary Praveen Khandelwal said Akshaya Tritiya has traditionally been among the most important gold-buying occasions in India. Investments made on this day are widely believed to bring lasting prosperity. But he acknowledged that price pressure is changing buying behaviour.

Gold is still central to buying. The pattern has changed, he said.

Sharp Rise in Gold and Silver Prices Impacts Purchase Decisions

Gold has moved up sharply—from about Rs 1,00,000 per 10 grams last year to nearly Rs 1.58 lakh now. Silver too has seen a steep rise, from Rs 85,000 per kg to Rs 2.55 lakh per kg. The surge has clearly influenced consumer behaviour, with buyers becoming more cautious and selective, even as demand holds.

Jewellers Shift Focus to Lightweight Designs, Daily-Wear and Small Coins

CAIT National President B.C. Bhartia said jewellers have responded by shifting focus. Lightweight jewellery, daily-wear designs and silver and diamond products are seeing more traction. Offers such as lower making charges and small gold coins are also being used to draw customers.

He noted that while value is rising, volumes tell a different story.

Value Rising, But Sales Volumes Show a Different Picture

According to Pankaj Arora of the All India Jewellers and Goldsmith Federation (AIJGF), the estimated Rs 16,000 crore gold trade translates to roughly 10,000 kg of gold at current prices. Spread across 2 to 4 lakh jewellers, that comes to just 25–50 grams per jeweller on average.

Silver Trade Data Reflects Similar Decline in Volume

Similarly, Rs 4,000 crore worth of silver trade works out to around 1,56,800 kg (about 157 tonnes), or roughly 400–800 grams per jeweller.

Arora said the data shows a clear gap between value and consumption. “Prices are driving value up, but actual consumption is lower,” he said, adding that demand for lightweight jewellery and small coins has increased this year.

Price Volatility Poses Challenge, Festive Sentiment Keeps Market Active

He also pointed to price volatility, which has made stock management difficult for jewellers. Still, markets are seeing steady footfall driven by festive sentiment. Consumers, he said, are mixing tradition with caution and sticking to smaller, planned purchases.

Rising Interest in Digital Gold, SGBs and ETFs as Alternative Investments

Interest in digital gold, Sovereign Gold Bonds (SGB) and Exchange Traded Funds (ETF) is also rising, as these options offer more liquidity and flexibility.

Jewellers Urged to Ensure Hallmarking Compliance to Strengthen Trust

CAIT and AIJGF have urged jewellers to strictly follow hallmarking (HUID) norms to ensure transparency and consumer trust. Buyers have also been advised to check purity and authenticity carefully.