Ajoychawla, CEO of Titan Jewelry Division Mint.
The move marks a change in budget pressure as precious metals have recently reached record price levels. On Tuesday, gold was at a psychologically crucial level in the retail market, 10 grams per 10 grams, before Akshaya Tritiya, it was an auspicious day to buy gold in India.
The company is eager to launch offers, cut fees, and offer 100% old gold buybacks. Tanishq launched its first 18-carat gold jewelry in wedding collections in specific markets such as North and East India in the second half of last quarter. Several local retailers have already offered wedding jewelry in 18 carats of gold.
Tanishq is part of Titan Company Ltd, one of the country’s largest organized jewelry retailers with over 500 Pan-India stores.
Although the current contribution of 18-carat jewelry to Tanishq’s overall sales is described as “low unit numbers” and “very very small”, the company expects significant growth in the segment. Ask for sure, retailers have sold 18 carats for modern and everyday designs.
Indian families generally prefer 22 carats of gold over wedding jewelry, with 18 carats less popular among these buyers.
“18-carat helps solve budget-related issues—modern gold jewellery pieces in 18 carat havedone well for us and we are ramping it across our stores. We have done a lot of work on 18 carat gold, especially in the north and east (India), which are more open to 18 carat gold jewellery for weddings. Consumers in the south are stickier towards 22 carat. We think customers are ready for it,” he added.
India is a major gold market – after marriage, it accounts for about 50% of gold jewelry demand, and beyond its cultural significance, gold is also regarded as a storage of wealth.
During festivals such as Diwali, Akshaya Tritiya, Onam, Ugadi and Gudi Padwa, purchases are also usually rising.
In a report released Wednesday, Crisil said the continued rise in retail gold prices is expected to reduce sales of organized gold jewelry retailers by 9-11% in fiscal 2026. However, revenue will still grow 13-15% as prices and years of realization are expected to increase significantly.
“The recent price increase comes before the start of the holidays and wedding season in the first half of April 2025, limiting the impact so far. However, as buyers’ ticket sizes may remain constant, irony and grammar may be reduced, as shown in the last four finances, creating a volume impact.”
In a quarterly update released last week, Titan Company said in a March quarterly update that high prices have led to slow consumer demand, leading to an increase in unit volume for buyers, while demand for higher price bands continues to continue, leading to double-digit growth in ticket sizes.
In the March quarter, gold prices rose 11%, quarter quarter and 33% compared to the same period last year.
During the quarter, the company’s domestic jewelry business grew 24% year-on-year with significant increases in gold prices. Ordinary (gold) jewelry sales increased by 27% year-on-year, while coins increased by 65% year-on-year respectively.
“Given the high gold rate, it’s a good idea to reduce carats at a more affordable price and launch is a good idea. Tanishq has actively addressed this issue. Gold demand will depend on price, wedding age, emotion, competition and the function of competition. The current high prices are a challenge, but organized players such as unorganized Titan will continue to increase,” said Abneesh Roy, executive director, executive director, “
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coin
Chawla also noted that the sales of gold coins increased significantly, indicating a strong tendency toward gold as an investment. Meanwhile, retailers continue to focus on lightweight jewelry.
Chawla said that for the past year and a half, the sale of gold coins has been “rolling”. “Big coins and value are significantly ahead in terms of quantity and value. Gold jewelry will also have no relationship to coins, but most of the growth in the fourth quarter has already appeared on the back of ticketing scale and higher grammar categories,” he said.
Customers who buy low-value gold are economically more sensitive to gold prices and general inflation. Interest in gold jewelry ₹He said 2 million and above are still strong.
To meet customer uncertainty, Tanishq cuts charges from 8%, 5% in the early days and 3.5% in the current fees. This allows customers to buy immediately or later, benefiting from the lower of the two prices. Retailers are also actively promoting their gold exchange policies, providing 100% value for purity of 22 carats and above.
Whether the shift in consumer preferences and volatile prices will reshape the jewelry market remains to be seen, but for now, jewelers like Tanishq are betting on the flexibility of No. 5 and price.
