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📰Gold Rally... or Crisis? | Daily India Briefing

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The rally in gold, now $5,000 (₹457,000) an ounce, has had serious repercussions for the world’s second largest gold consumer, India. Today, we explain more.

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A set of intricately designed gold bangles with ornate patterns, placed on a reflective black surface, showcasing their rich shine, elegance, and traditional craftsmanship.

Gold jewelry, typically worn by brides

Gold Rally… or Crisis?

In terms of private household consumption, India is the world’s second largest consumer of gold, buying 462 tonnes in the first three quarters of 2025 (the first is China). But, the recent rally in the safe haven asset, driven by central banks and other institutional buyers looking for an alternative to the steeply declining U.S. dollar, has most everyday Indian purchases rethinking the prized commodity. Gold is now worth over $5,000 (₹457,000) an ounce. This means for traditional jewelry markets from Jaipur to Bangalore, typically choked with wedding-season crowds, are completely empty. 

For millions of households, gold is not a luxury but a social obligation, especially around marriage. The recent surge has turned that obligation into a financial strain. Lower-income families planning weddings in the coming months are finding that long-saved budgets no longer stretch far enough. Bargaining, once central to the ritual of buying jewelry, has become meaningless when prices feel untethered from incomes.

The damage runs deeper than subdued foot traffic. Small jewelers, already operating on thin margins and limited credit, are being battered by volatility. Restocking inventory after sharp price jumps is prohibitively expensive, while any sudden correction risks wiping out profits. Add to that limited credit from the banking system with prohibitive rates and collateral requirements, and inventory is impossible to finance. Several have simply shut down, unable to survive the whiplash. Those still operating report a clear shift in consumer behavior toward lighter pieces, lower-purity gold in 18-carats, and purchases restricted to weddings or major festivals.

Yet gold itself has not fallen out of favor: demand is migrating away from bazaars and into financial markets. Trading volumes in gold- and silver-backed ETFs have jumped sharply, according to industry executives. MMTC-PAMP, one of India’s largest metals refiner, says that ETF demand has completely outpaced traditional shops and they have supplied more metal to ETFs than ever. While a seemingly normal statement in most countries, the news is an extraordinary reversal in a country long defined by physical ownership.

See you tomorrow.

Written by Yash Tibrewal. Edited by Shreyas Sinha.

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