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Changing Trends in Gold Buying

As the wedding season of 2026 approaches, couples in Guwahati are reconsidering their gold purchasing habits due to escalating prices. Gold jewellery, a staple in Indian weddings for its cultural and financial importance, remains central to bridal customs and family traditions.

However, with gold prices exceeding Rs 1.48 lakh per 10 grams nationally and reaching Rs 1.41 lakh per 10 grams in Guwahati as of February 2, buying behaviors are noticeably changing.

Families are now opting for lighter, minimalist designs, striking a balance between emotional value and expenditure, reflecting a more practical approach to wedding gold in these uncertain times.

Flexible Purchase Schemes

The ‘scheme’ of things

In response to rising gold prices, retailers have introduced flexible purchasing schemes to alleviate financial pressure on buyers. Many shops now allow customers to secure current gold rates by paying a portion of the total upfront, providing some price stability amid fluctuating markets.

An anonymous employee at a jewellery store in Fancy Bazar explained the scheme, stating, “Many hesitate to buy gold when prices are low due to changing designs, but they also don’t want to miss out if prices increase. With this scheme, customers can pay 80% of the gold’s value to lock in the current price.”

For example, to lock the price of 10 grams of gold at Rs 1.5 lakh, a customer would need to pay Rs 1.2 lakh upfront and can then purchase the gold at the locked price whenever they choose.

Accessibility of Gold Purchases

Purabi, a resident of Guwahati, noted that major jewellery brands have made gold purchases more accessible through customer-friendly schemes. “Almost all major stores here offer such options. I’ve checked at Tanishq, Kalyan, and MP Jeweller. Monthly savings plans, price-lock facilities, and festive discounts on making charges are very helpful,” she mentioned.

She observed that the evolving preferences for bridal jewellery align with changes in the gold-buying landscape.

Jewellery retailers are also promoting monthly savings schemes to further ease costs for buyers. Banjit Baishya, an employee at a store on G.S. Road, confirmed that such initiatives have gained traction. “We offer monthly schemes that waive making charges, which helps lower the overall cost,” he stated.

Emerging Options in Gold

The 9-karat alternative

Another trend gaining attention among gold buyers in the city is the interest in lower-karat options. Retailers have noted a rise in demand for 9-karat gold, especially following the Bureau of Indian Standards (BIS) introduction of hallmarking for this category in 2025.

An employee at a GS Road jewellery store remarked that this development has reassured customers looking for more affordable choices. “The BIS hallmarking for 9-karat gold has been a relief for many. We now offer collections ranging from 22-karat to 9-karat gold jewellery,” she shared, preferring to remain anonymous.

Image of gold jewellery (Photo: @DhanrajNathwani/X)

She added that while customer footfall has decreased due to the recent price hike, wedding-related purchases have not entirely diminished. “Couples planning weddings are still visiting stores. Some are exchanging old gold jewellery, while others are opting to lock prices through schemes,” she noted.

The hallmarking of 9-karat gold has expanded options for buyers amid rising prices, allowing them to maintain affordability while adhering to traditional wedding customs.

Expert Insights

Experts weigh in

Experts suggest that the recent spike in gold prices is influenced by more than just temporary factors like inflation or geopolitical issues. Hafiz Muhammad Usman Rana, a Senior Lecturer in Finance at Birmingham City University, indicated that the price surge reflects deeper concerns regarding long-term economic stability and confidence.

“When there are uncertainties about whether central banks and governments can manage inflation, public debt, and currency values over the coming years, gold becomes more appealing,” Rana explained.

He noted that this trend accounts for why gold prices can continue to rise even as inflation stabilizes. “That’s why gold has kept climbing despite falling inflation in several major economies, including the United States and parts of Europe,” he added.

Rana also highlighted record levels of central bank gold purchases as evidence of a broader shift in perspective. “According to the World Gold Council, central banks have been acquiring gold at the fastest rate in decades since 2022. This trend persists even as inflation decreases, emphasizing a focus on long-term security rather than short-term price fluctuations,” he stated.

Ultimately, gold is no longer solely about weight or weddings; it encompasses timing, trust, and strategy—locking prices, selecting lighter designs, or opting for lower-karat options. As markets fluctuate and costs rise, buyers are demonstrating that when gold becomes a heavier financial burden, smarter choices become the true adornment.