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India's recent gold import duty hike has cooled off demand: gold discounts widened over $200 per ounce as fewer people bought at higher prices.
Many are switching to lighter, multifunctional jewelry that feels personal but also works as an investment.
There's also been a big jump (186% year over year) in gold ETF investments by the first quarter of 2026, showing more people are choosing financial products over buying physical gold.

Analysts say don't just chase the hype: gold is better seen as a safety net than a get-rich-quick asset.
Even PM Modi voiced concern about India's massive $70 billion annual gold import bill and what it means for the economy.