Team siliconindia

• Gold sales surge ahead of Dhanteras despite all-time high prices
• Tanishq may run low on gold coins due to strong festive demand
• Consumers return after waiting for price correction, boosting volumes

Gold prices may be at an all-time high, but that hasn’t stopped shoppers from rushing to jewellery stores this festive season. Tanishq, one of India’s top jewellery brands, has reported a strong jump in demand ahead of Dhanteras and Diwali, with a noticeable return of customers who had earlier delayed buying in hopes of a price dip.

Ajoy Chawla, CEO of Titan’s Jewellery Division, said consumer sentiment has turned sharply positive in recent weeks. "Many customers waited for prices to correct, but when that didn’t happen, they came back in large numbers. The festive mood is clearly back", he told NDTV Profit.

Dhanteras, traditionally considered the most auspicious day to buy gold and silver, has given a significant push to both jewellery and gold coin sales. According to Chawla, demand for gold coins has soared, and Tanishq could face a shortage of coin inventory if buying continues at this pace through the Diwali weekend.

Despite gold prices hitting record levels, buyers are prioritising cultural and investment value over market hesitation. This has made 2025 one of the most active festive seasons for gold retailers in recent years.

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With high footfalls and strong volume growth, Tanishq’s experience reflects a broader consumer confidence that sees gold not just as a luxury item, but as a safe-haven investment during uncertain times.