Gold prices have remained elevated in 2026, despite sharp swings from their January record highs. The shift in spending patterns and the rise in interest for lightweight, lower-carat and more affordable designs and options is a trend being witnessed. Investment demand has strengthened as gold’s safe-haven appeal remains strong. As the festive and wedding seasons approach, demand is expected to remain resilient, although consumer preferences may diverge.

Kaushlendra Sinha, CEO – IAGES (Indian Association for Gold Excellence and Standards) told Times Now Digital, “we are seeing a clear shift in how Indian consumers approach gold buying. Alongside the usual pricing conversations, festive buying may tilt toward lightweight, trendy design. The marriage buying may continue to consider heavier, traditional pieces. With families using this opportunity of higher gold prices, exchanging or upgrading gold saved over the years is another trend. IAGES through its network is also helping consumers identify a trusted jeweller and we hope that with our 800 plus accredited partner outlets in more than 250 cities across India, the informed buyer will be able to place more trust and experience a more transparent gold buying experience. We believe that with gold prices stabilising, new design options being available with the consumer and a layering of additional trust by IAGES – this festive and wedding season will see a good turnaround in consumer gold buying. Our message to every buyer this season remains simple-whether it is a wedding or a festive buy, #PehlaCheckIAGES can make all the difference.”

Analysts believe the upcoming festive and wedding seasons could see a mix of value-conscious purchases and traditional buying. While lightweight and contemporary designs can gain traction, weddings could continue supporting demand for heavier, traditional jewellery. The combination of resilient investment demand, gold exchanges, and evolving jewellery preferences could keep the overall gold market buoyant.