Gold sales slump after PM Modi appeal; demand hit but experts see long-term resilience

Gold sales fall across cities after Modi asked citizens to avoid non-essential purchases; experts warn short-term dip, expect prices to stay firm

Jewellery shops from Guwahati to Bengaluru reported sharp declines in footfall and transactions this week after Prime Minister Narendra Modi urged citizens to refrain from non-essential gold purchases for a year to conserve foreign exchange, industry officials and local reports said.

Immediate drop
Retailers and trade bodies described an abrupt slowdown in discretionary buying within days of the appeal made on 10 May. “Walk-ins for discretionary purchases and impulse buys have dropped noticeably,” said a sales manager at a Delhi showroom who spoke on condition of anonymity. State-level reports — including from Assam and Karnataka — put declines anywhere between 30% and as high as 80% in the first 10 days following the appeal.

Consumer sentiment shifts
A LocalCircles poll cited by industry sources found roughly six in 10 prospective buyers said they would avoid buying gold for a year following the prime minister’s request. Jewellers across markets said customers are more price-sensitive and cautious, taking longer to finalise purchases and asking more about buyback and exchange options.

“We are seeing greater interest in lightweight pieces and upgrade schemes,” Raghav Dhir, director at Dhirsons Jewellers, told reporters. “But jewellery demand is tied to weddings, festivals and gifting, so it won’t vanish overnight.”

Price movement and policy
Gold prices have not eased consumer pressure. The India Bullion and Jewellers Association (IBJA) placed the 24K gold rate at ₹1,58,350 per 10 grams on 22 May, up from about ₹1,51,140 on 8 May, days before the appeal and the subsequent temporary import duty increase from 6% to 15%. Analysts say higher import duty and global volatility have kept domestic prices elevated, reducing the scope for immediate relief for buyers.

Why the appeal was made
Officials say the request aimed to curb gold imports — India sources over 90% of its bullion needs from abroad — and preserve forex reserves amid high crude oil bills caused by tensions in West Asia. Annual imports typically exceed 800 tonnes, and the government’s plea was framed as a temporary conservation measure to ease pressure on the current account.

Expert outlook
Industry and market experts diverge on how deep and how long the slowdown will be. Several analysts expect only a temporary dip in jewellery demand, given the cultural role of gold in India.

“Gold and silver are not just price products; much demand comes from culture and long-term savings. Demand may soften, but it won’t disappear,” Navy Vijay Ramavat, managing director of Indira Securities, said.

Bullish case
A number of market participants pointed to four factors likely to keep a floor under prices: ongoing geopolitical tensions, central bank buying, inflation concerns and volatility in global markets. Some jewellers and brokers forecast gold could rise to between ₹1,90,000 and ₹2,10,000 per 10 grams by the end of 2026, citing sustained central-bank accumulation and safe-haven flows.

More cautious views
Not everyone is similarly optimistic. Hemant Sood of Findoc Investmart outlined a more conservative scenario, suggesting domestic 24K rates could trade in a range of ₹1,28,000–₹1,45,000 by December 2026 depending on global rates and macro moves.

Ground-level impact
At street-level showrooms in Bengaluru and Guwahati, owners said daily sales volumes have fallen and staff are offering discounts or flexible payment schemes to close deals. Wedding planners in Delhi reported some clients postponing ornament purchases or shifting budgets toward other items such as venue or catering.

What’s next
For now, jewellers are watching wedding season bookings and festival demand closely. “If weddings proceed as planned and gold prices stabilise, we expect some recovery,” a senior trade official said. The government has not signalled any binding ban; the appeal remains voluntary, leaving retailers and buyers to balance cultural habits against a national economic ask.

Gold Soars to Record ₹1.55 Lakh: Is the Rally Just Beginning?

In a stunning surge, gold price in India catapulted to an unprecedented all-time high of ₹1,55,428 per 10 grams on Friday, gaining ₹4,300 in a single session. This isn't a minor spike—it's the climax of a breathtaking 23-day rally that has made the yellow metal ₹22,000 more expensive since the start of the year. Meanwhile, silver isn't far behind, skyrocketing by ₹19,249 today to ₹3,18,960 per kg, marking an astronomical increase of over ₹88,000 since January 1.

For investors and households alike, the question is urgent: What’s driving this meteoric rise, and where are prices headed next?

3 Major Drivers Fueling the Precious Metals Frenzy

1. Global Tensions & The 'Greenland' Standoff  

Market analysts point directly to renewed geopolitical friction. US President Donald Trump’s renewed push to acquire Greenland and associated tariff threats against European nations have injected severe volatility into global markets. “Whenever trade war clouds gather, investors flee equities for safe-havens. Gold is the ultimate port in this storm,” notes Jatin Trivedi, VP Research at LKP Securities.

2. The Rupee’s Historic Fall  

The domestic gold price story is uniquely tied to the rupee’s plight. With the Indian currency breaching a record low of ₹91.74 against the dollar, the landing cost of internationally priced bullion has soared. “The rupee’s weakness is a powerful amplifier, pushing local prices well above global benchmarks,” explains Trivedi.

3. Central Banks Stockpiling Gold  

A relentless buying spree by central banks, including the RBI, to fortify forex reserves continues to strain supply. The World Gold Council reports sustained aggressive purchases in early 2026, following a record 2025. This institutional demand creates a firm price floor.

Silver’s Stellar Rise: More Than Just a Precious Metal

Silver prices are riding a perfect storm. Beyond being a precious metal, its indispensable role in solar panels, electronics, and electric vehicles has transformed it into a critical industrial commodity. Fears of US tariffs have triggered pre-emptive stockpiling by manufacturers, squeezing an already tight market.

Expert Outlook: How High Can Prices Go?

The consensus among experts is cautiously bullish. Dr. Renisha Chainani, Head of Commodity Research, suggests, “If US tariffs escalate and Middle East tensions simmer, gold could reach ₹1.90 lakh per 10 grams in 2026. Silver has a clear path towards ₹4 lakh per kg.”

This view is echoed by firms like Motilal Oswal and Samco Securities, which cite strong technical breakouts and robust green-energy demand. Global investor Robert Kiyosaki has even projected silver reaching a shocking $200 per ounce.

What This Means for You

With gold becoming 75% more expensive and silver surging 167% in 2025 alone, these are not ordinary market movements. For investors, systematic investment in Sovereign Gold Bonds (SGBs) or buying on strategic dips in silver is recommended. For consumers, especially with the wedding season approaching, advanced planning for jewellery purchases is now a financial necessity.

The message from the markets is clear: in an era of geopolitical uncertainty and currency fluctuations, precious metals investment is reasserting its traditional role as a pillar of financial security. The record-breaking numbers are more than just statistics—they're a signal of the times.

Gold Price Hits Record High: Value of Indian Household Gold Now Exceeds India's GDP

In a stunning economic revelation, the total value of gold held by Indian families has now surpassed the entire Gross Domestic Product (GDP) of the country. This milestone comes asgold prices and silver rates skyrocketed to unprecedented levels for the fifth consecutive trading day on December 29.

According to the India Bullion and Jewelers Association (IBJA), gold surged by ₹205 to reach ₹1,38,161 per 10 grams. Meanwhile, silver experienced a monumental single-day jump, climbing over ₹15,000 per kg to cross the ₹2.43 lakh mark for the first time.

A Staggering Comparison: Gold Stock vs. Economic Flow

Analysts report that with international prices soaring, the value of gold held in Indian homes has crossed the $5 trillion (approx. ₹450 lakh crore) mark. This figure towers over India's current GDP, which the International Monetary Fund (IMF) estimates at about $4.1 trillion.

M. Sharma, Chief Economist at Infomerics Valuation and Ratings, explains the significance: "GDP is a flow variable, constantly changing, while gold holding is a stock. This comparison underscores the immense cultural, financial, and psychological importance of gold in India. In times of crisis, Indians' trust in gold is absolute."

Why Are Prices Skyrocketing?

Market experts point to heavy institutional buying as a key driver. Central banks globally, notably the People's Bank of China, are aggressively accumulating gold to diversify reserves and hedge against geopolitical risks. The Reserve Bank of India (RBI) has also added 75 tonnes to its reserves since 2024, bringing its total stash to 880 tonnes.

The "Idle" Gold Dilemma and India's Love Affair

Despite record highs, a paradox exists. A report by MK Global notes that 75-80% of Indian gold is held as jewellery—viewed as long-term saving and tradition, not a liquid asset. This means the soaringgold price doesn't necessarily translate into increased consumer spending or a "wealth effect" for daily economics.

This presents a challenge: a vast portion of household wealth remains an "idle asset," generating no income. While the government promotes financial alternatives like Sovereign Gold Bonds (SGBs) and Gold ETFs, the deep-seated cultural preference for physical gold, especially jewellery, remains unshaken. India, the world's second-largest gold consumer, still accounts for 26% of global demand.

What This Means for You

The record-breaking rally highlights gold's enduring role as a safe haven. For investors, it reinforces the importance of strategic allocation. While physical gold offers security, experts suggest considering digital or paper gold for better liquidity and potential earnings.

As prices touch new peaks, the story is clear: in India, gold is much more than an investment—it's a cornerstone of financial identity, now valued more than the nation's entire annual economic output.