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All That Glitters: Why 62% Of Young Indians Are Choosing To Buy Gold Over Everything Else
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Among individual buyers, 42.3% said they themselves initiated the most recent gold purchase in their household, nearly matching the 40% who cited parents or elder family members.
The survey found that 66.7% of respondents said gold buying today is largely a personal decision.
Gold remains deeply trusted by young Indians but a new survey reveals that Gen-Z and Millennials are buying it in dramatically different ways than their parents- choosing smaller amounts, making personal decisions and treating purchases as investment milestones rather than waiting for weddings or festivals.
A survey conducted by Smytten PulseAI with 5,000 consumers aged 18-39 shows that tradition-led buying is steadily giving way to a more individual, logic-driven approach, with first salaries now triggering gold purchases as often as family occasions.
The New Gold Buyer: Smaller, Smarter, Self-Led
The survey reveals a fundamental shift in how young Indians are approaching gold. Lighter purchases are now the norm, with 61.9% of recent purchases coming in below 5 grams. Of these, 27.5% bought less than 2 grams and 34.4% bought between 2 to 5 grams. This marks a clear departure from the large, one-time purchases traditionally associated with weddings and major life events.
Personal decisions are increasingly outweighing family influence. The survey found that 66.7% of respondents said gold buying today is largely a personal, self-driven decision rather than one influenced primarily by family. Among individual buyers, 42.3% said they themselves initiated the most recent gold purchase in their household, nearly matching the 40% who cited parents or elder family members.
For many first-time buyers, entry into gold is no longer limited to weddings. The survey shows that 24.3% said their first gold purchase was triggered by their first salary or personal income, while 23.9% cited an investment decision. This reflects a generational shift where Gen-Z treats gold as a self-led financial choice tied to personal achievements.
Gold Still Beats Crypto, Stocks And Mutual Funds
Despite the rise of digital investment options, gold remains the overwhelming favorite among young Indians. If given Rs 25,000 to invest today, 61.9% would choose gold- far ahead of mutual funds at 16.6%, fixed deposits at 13%, stocks at 6.6% and crypto at just 1.9%. During times of economic uncertainty, 65.7% said gold feels like the safest option compared to bank savings, mutual funds or equities. Looking ahead, 52.7% said they are very likely to buy gold in the next 12 to 24 months.
Gen-Z vs Millennials: Different Motivations
The survey points to a clear generational split in how gold decisions are made. Gen-Z is more confident deciding when and how to buy, treating gold as a self-led financial choice linked to personal milestones. They’re more likely to enter through smaller starter buys tied to their first paycheque or personal achievements.
Millennials, on the other hand, are more likely to view gold through the lens of household planning and long-term security, where purchases are still shaped by collective family priorities and life events like marriages or childbirth.
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Delhi, India, India
February 12, 2026, 20:12 IST
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GST collections: India’s net Goods and Services Tax (GST) collections increased to Rs 1.78 lakh crore in March 2026, marking a rise of 8.2% compared to the previous month, according to official figures released on Wednesday.Gross GST revenue for March stood at Rs 2 lakh crore, which is an 8.8% increase over the same month last year.Abhishek Jain, Indirect Tax Head & Partner, KPMG says, “GST collections continue to show steady 9% annual growth, supported by strong import activity this month and consistent compliance. While export refunds have eased this month but remain healthy overall for the year”Refunds during the month totalled Rs 0.22 lakh crore, up 13.8% on a year-on-year basis, which resulted in net GST collections of Rs 1.78 lakh crore.Domestic GST revenue reached Rs 1.46 lakh crore, registering a growth of 5.9%, while revenue from imports was recorded at Rs 0.54 lakh crore, rising sharply by 17.8% during the period.Post-settlement GST figures across states presented a varied trend. While industrially advanced states recorded strong growth, several others reported a decline.Maharashtra contributed the highest amount to the overall collections at Rs 0.13 lakh crore on a pre-settlement basis, followed by Karnataka and Gujarat.Among states showing an increase in post-settlement SGST collections were Himachal Pradesh, Punjab, Uttarakhand, Haryana, Rajasthan, Uttar Pradesh, Bihar, Gujarat, Maharashtra, Karnataka, Kerala, Tamil Nadu, Telangana and Andhra Pradesh, among others.On the other hand, states such as Jammu and Kashmir, Chandigarh, Delhi, Arunachal Pradesh, Meghalaya, Assam, West Bengal, Jharkhand, Odisha, Chhattisgarh and Madhya Pradesh, among others, registered a decline in post-settlement SGST revenues.
A wave of bullishness swept the Pakistan Stock Exchange on Wednesday, pushing the 100 Index up by more than 5,000 points to reach 153,700.
The surge reflects increased investor confidence and strong trading activity across major sectors.
Business sentiment among major Japanese manufacturers rose from 16 to 17 in March, according to the Bank of Japan’s quarterly survey released on Wednesday.
The improvement in the so-called diffusion index in the closely watched “tankan” report, recorded for the fourth quarter straight, comes even as worries grow about Japan’s economic growth and oil supplies because of the US-Israeli war on Iran.
The survey is an indicator of companies foreseeing good conditions minus those feeling pessimistic.
The index for large non-manufacturers, such as the service sector, stood unchanged from the last tankan at 36.
Japan’s inflation has so far remained relatively moderate, but worries are growing about prices at the gas stands and other products. Investors and consumers alike are filled with uncertainty about how much longer the war may last and what US president Donald Trump might say next. Japan’s benchmark Nikkei 225 has gyrated wildly in recent weeks.
Analysts say the Bank of Japan may start to raise interest rates because of concerns about inflation, given the soaring energy costs and declining yen, two elements that greatly affect living costs for the average Japanese consumer.
Historically, Japan has benefited from a weak yen because of its giant exports, exemplified in autos and electronics. A weak yen raises the value of exports’ earnings when converted into yen.
But in recent years, a weak yen is working as a negative, as resource-poor Japan imports much of its energy, as well as other key products such as food and manufacturing components.
The US dollar has been soaring against the yen lately.
Japan’s central bank had a negative interest rate policy for years to fight deflation until it normalised policy in 2024. It kept the rate unchanged at 0.75 per cent in March. The next Bank of Japan monetary policy board meeting is set for April 27 and 28.
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