Bullion Over Bling: Dhanteras Shoppers Choose Coins And Bars Over Jewellery

Image Source : Hindustan Tmes

Ahead of Dhanteras 2025, Indian buyers are choosing gold coins and bars over jewellery, prioritizing investment value and purity. Jewellers report strong demand for 24-karat bullion, while digital platforms attract younger investors. The trend reflects a shift toward financial prudence and long-term wealth planning during the festive season.

As Dhanteras 2025 approaches, jewellery stores across India are witnessing a shift in consumer preference—from ornamental gold to investment-grade bullion. Buyers are flocking to purchase coins and bars, prioritizing financial security and purity over traditional festive adornments.

Key Highlights From The Pre-Dhanteras Rush

- Leading jewellers report a surge in demand for 24-karat gold coins and bars, especially in denominations of 5g, 10g, and 20g

- Investment-focused buyers are opting for hallmarked bullion with high resale value, citing economic uncertainty and rising gold prices

- Many stores have set up dedicated counters for bullion sales, with some offering discounts or cashback on coin purchases

- Digital gold platforms and fintech apps have also seen increased traffic, as younger consumers prefer secure, paperless transactions

- Jewellers note that while bridal jewellery remains popular, the festive rush is dominated by buyers seeking long-term value rather than decorative pieces

- Silver coins and bars are also gaining traction, especially among middle-income households and first-time investors

Cultural And Strategic Context

Dhanteras, traditionally associated with buying gold for prosperity, is evolving into a moment of financial planning. Consumers are increasingly viewing bullion as a hedge against inflation and market volatility, aligning their purchases with long-term wealth creation.

Industry Trends

Jewellery brands are adapting by expanding their bullion offerings, launching branded coins, and integrating digital purchase options. The shift reflects a broader trend of blending tradition with financial prudence, especially among urban and semi-urban buyers.

Market Outlook

With gold prices hovering near record highs, analysts expect bullion demand to remain strong through Diwali. Jewellers anticipate a 15–20% increase in coin and bar sales compared to last year, driven by both retail investors and culturally motivated buyers.

Sources: Economic Times, Business Standard, Mint

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