Today is Dhanteras. It is a long-held belief that purchasing gold or silver on this day brings prosperity to one’s home. After a period of decline, gold prices have once again started to climb, reaching a two-week high. Silver has also become more expensive. It is amidst these conditions that customers will celebrate Dhanteras. However, despite the high prices, traders anticipate a 12% increase in demand for Dhanteras 2026.
In January of this year, the price of gold had reached as high as ₹1.80 lakh per 10 grams. Since then, it has seen a decline of approximately 30%. With the wedding season approaching, traders are hopeful that people will take advantage of Dhanteras and Diwali offers—and the fact that prices are somewhat lower than before—to purchase gold jewellery. Showrooms have introduced attractive offers to draw in customers, including significant discounts on making charges. Lightweight jewellery is currently trending. Although gold prices are rising due to various factors, the India Bullion and Jewellers Association anticipates that gold sales this Dhanteras could still increase, driven by advance bookings.
Nishit Nanda, founder of the prominent jewellery establishment ‘Arnika’, stated that after remaining at high levels for the past few months, the recent decline in gold prices has boosted customer enthusiasm. Furthermore, families planning weddings over the next 3 to 6 months are purchasing jewellery in advance, taking advantage of the current drop in gold prices. To make the joy of this festive season even more special, Arnika has introduced special offers for customers under its “Sahajanya” campaign. Customers will receive one free gold coin upon purchasing jewellery worth ₹50,000, and four free gold coins upon purchasing jewellery worth ₹1,80,000. Additionally, Arnika offers a beautiful collection of attractive jewellery in various designs, including a range of lightweight and trendy pieces.
Arindam Pramanik, Business Manager (BM) at Tanishq, stated that there has been a very good footfall of customers at the showroom, with no noticeable impact from rising prices. “We have taken proactive steps to mitigate the pressure of price increases by introducing new collections alongside attractive discounts,” he said. Further arrangements have been made in preparation for Dhanteras. Customers are currently purchasing jewellery for both the Dhanteras festival and upcoming weddings. Siddheshwar Rath, Marketing Manager at Malabar Gold and Diamonds, states that there has been a good footfall of customers at the showroom over the last 4 to 5 days. Since gold prices are slightly lower compared to last year, people are making significant purchases. There is an expectation of good business. For Dhanteras, the showroom will open at 8:30 AM. A special counter has been set up for customers who have made advance bookings; they have been advised to arrive early to avoid the rush. A separate counter has also been arranged for the purchase of gold coins. We are offering a 30% discount on the making charges for gold jewellery. A wide range of items, including lightweight jewellery, has been added to the collection. We are hopeful for good business.
Similarly, Brahmananda Meher, Managing Director of Arundhati, stated… The enthusiastic presence of customers at our showrooms ahead of Dhanteras reflects the trust they place in us. We have begun our national-level journey with the opening of our first branch in Kolkata. This Dhanteras, we reaffirm our commitment through our ‘5-Star Promise,’ which includes a 50% discount on the making charges of 22-carat gold jewellery, lifetime free repairs, complimentary insurance, and a 100% exchange value for old jewellery.
