Guwahati: High Gold Prices Lead to Dip in Footfall, But Coin Purchases Remain Strong on Akshaya Tritiya

L. Gopal Jewellers Private Limited, has experienced an almost 25 percent decrease in customer footfall in their stores compared to last year's Akshaya Tritiya, said Director Jagmohan Soni.

"The tremendous increase in gold prices is definitely a factor. However, considering the current market scenario, we have still witnessed a good flow of customers, with about 15 percent of last year's numbers already recorded, and we anticipate more throughout the day,” noted Mr Soni.

To entice buyers despite the high prices, L. Gopal Jewellers rolled out attractive discounts, including a 30 percent reduction on making charges for gold jewellery and a substantial 50 percent off on diamond making charges. They also offered a 10 percent discount on their direct diamond brand, along with special offers on silver items.

Highlighting the long-term investment potential of gold, Mr. Soni pointed out the remarkable appreciation in value over the past few years. "From 2022 to 2025, gold prices have increased by almost 30 percent. I always advise that investing in gold is a wise decision as its value tends to appreciate consistently," he emphasized. He further illustrated this point by noting the sharp rise from approximately Rs 68,000 per 10 grams in August last year to the current rate of Rs 99,000 per 10 grams, showcasing the substantial returns for those who invested earlier.

Echoing a similar sentiment, the manager of Manik Chand Jewellers in Christian Basti acknowledged a difference in footfall compared to the previous year. "Last year, with lower prices, the crowd was significantly larger. This year, despite the price hike, the current customer flow is still quite encouraging," he remarked, indicating a resilient demand for gold despite the economic headwinds.

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While the soaring gold prices have seemingly tempered the usual Akshaya Tritiya gold rush, Guwahati's jewellers are still witnessing a steady stream of customers keen to observe the auspicious tradition. The discounts and the enduring belief in gold as a secure investment continue to draw buyers, albeit in slightly fewer numbers than the previous year. This Akshaya Tritiya serves as a reminder of the intricate interplay between cultural traditions and economic realities in shaping consumer behavior.

He also mentioned  that consumers are mainly purchasing gold coin and silver coins.