Festive Gold Jewellery Sales Jump 15-20% to Rs 62,000 Crore

Festive gold rush: jewellery sales jump 15-20 percent to about Rs 62,000 crore over Dhanteras and Lakshmi Pooja

Business Desk | Wednesday, November 11, 2026, 05:29 IST

Gold jewellery on display in a shop during the Diwali festive season

Gold jewellery sales surged during the Diwali festive season, with buyers returning despite higher prices. (Photo: source article)

Gold jewellery sales surged during the Diwali festive buying period, with the trade body estimating sales of about Rs 62,000 crore over Dhanteras and Lakshmi Pooja.

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Gold jewellery sales jumped an estimated 15 to 20 per cent to about Rs 62,000 crore over Dhanteras and Lakshmi Pooja, according to the All-India Gem and Jewellery Domestic Council. The surge came during the Diwali festive buying period, when gold purchases traditionally peak.

The figures make the festive season one of the strongest for gold jewellery in recent years. Record festive gold sales were among the most-trending topics on 10 November 2026, reflecting how closely buyers and traders watched the season.

Prices still high, but off the peak

Gold prices are still 9 to 23 per cent higher than last year, but they have eased from a recent peak of nearly Rs 1.85 lakh per 10 grams to around Rs 1.41 lakh. The pullback from the peak may have tempted more buyers to return to jewellery shops during the festive days.

Festive demand is a key signal for consumer spending, and the sales figures suggest households were willing to spend on gold even at elevated prices. Lower prices from the peak appear to have helped, with buyers using the festive window to make purchases they had held back on.

Dhanteras and Lakshmi Pooja are the two biggest gold buying days of the Diwali season. Jewellers across the country report their heaviest footfall on these days, and the council's estimate covers sales across that peak buying window.

What the sales mean for the trade

For jewellers, the festive season is the most important trading period of the year, and a 15 to 20 per cent rise in sales value points to a strong season despite high prices. The growth came in value terms, with buyers spending more even as gold stayed expensive.

The council's estimate of about Rs 62,000 crore covers jewellery sales over the two key festive days. The figure underlines how central gold remains to Diwali celebrations, with families treating jewellery as both a festive purchase and a store of value.

Whether the momentum continues after the festive season will depend on how gold prices move in the coming weeks. For now, the trade has closed the Diwali season with one of its best sales performances, and jewellers will be watching whether buyers keep coming back as prices settle.

Frequently Asked Questions (FAQs)

How much did gold jewellery sales rise this festive season?

Gold jewellery sales jumped an estimated 15 to 20 per cent to about Rs 62,000 crore over Dhanteras and Lakshmi Pooja, according to the All-India Gem and Jewellery Domestic Council.

What are gold prices now compared with last year?

Prices are still 9 to 23 per cent higher than last year, though they have eased from a recent peak of nearly Rs 1.85 lakh per 10 grams to around Rs 1.41 lakh.

Why do Dhanteras and Lakshmi Pooja matter for gold sales?

They are the two biggest gold buying days of the Diwali season, when families traditionally buy jewellery, and jewellers see their heaviest footfall of the year.