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VOL. 12, ISSUE 12 (2025)
A case on intersection of tradition and market volatility: Indian wedding season’s influence on Gold and Jewelry demand
Authors
Dr. Dinesh K, Dr. Janet Jyothi D'souza
Abstract
This case study analyzes the dynamics of the
Indian wedding season from late 2025 to early 2026, focusing on its impact on
the gold and jewelry market amid unprecedented gold price surges. It examines
how record-high gold prices, shifting consumer preferences—particularly among
Millennials and Gen-Z—and evolving wedding trends influence jewelry demand,
purchasing behavior, and market adaptations. Despite a significant rise in gold
prices (approximately 46% year-on-year), wedding-related jewelry demand remains
robust, driven by cultural imperatives and innovative consumer strategies, such
as lightweight designs, personalization, and staged payments. The study
highlights supply side responses, including increased gold imports and a pivot
from exports to domestic consumption. It also explores the operational
challenges faced by jewellers in inventory and pricing management amid
volatility. This analysis underscores the intersection of cultural tradition
and economic realities, illustrating how the jewelry sector adapts through
product innovation, financing options, and marketing strategies to sustain
growth in a volatile environment. These findings provide actionable insights
for industry stakeholders and policymakers to navigate market uncertainty while
preserving gold’s cultural significance in Indian weddings.
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Pages:239-241
How to cite this article:
Dr. Dinesh K, Dr. Janet Jyothi D'souza "A case on intersection of tradition and market volatility: Indian wedding season’s influence on Gold and Jewelry demand". International Journal of Multidisciplinary Research and Development, Vol 12, Issue 12, 2025, Pages 239-241
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