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Dhanteras is considered an auspicious time to buy gold and silver for Indians. Leading up to the festival, both expensive metals were trading near their all-time highs of gold with Rs 1.32 lakh per 10 grams and silver with Rs 1.70 lakh per kilograms.

However, on Dhanteras, October 18, gold and silver prices dipped slightly from their record levels, boosted confidence among customers to make purchases. Many buyers took advantage of this opportunity, resulting in active buying of gold and silver during the festival.

This Dhanteras, total purchases in the festive period reached Rs 1 lakh crore, with gold and silver accounting for Rs 60,000 crore. Despite metals trading at record highs, customers continued to invest heavily, showing strong confidence in assets as a safe investment. In fact, demand in value terms increased by 25 per cent compared to last year, while buyers preferred bars and coins over jewelry.

According to GJC data, gold sales in volume terms were 10 per cent to 15 per cent lower than last year, but high prices led to a sharp increase in terms of value, reflecting the festive buying spirit.

While bullion sales remained strong, jewelry purchases fell by 30 per cent on Dhanteras, according to the IBJA. Consumers prioritized investment-grade gold and silver, focusing on bars and coins rather than ornate pieces. Record prices may have discouraged some buyers from jewelry, but overall spending in value terms still saw growth.

This trend signals a shift in consumer behavior, investing in precious metals for wealth preservation rather than traditional ornament, even during a festive occasion traditionally associated with buying gold and silver.

In the past 6 years gold has been surged by Rs 81,214 per 10 grams. As in November 2020, the yellow metal was trading around Rs 51,080 and now in 2025 its all time high is 1,32,294, recorded on October 17, 2025. Currently, it is trading around 1,27,759.

Although, the yellow metal was valued at Rs 47,590 on November 4, 2021, showing a fall of Rs 3,490 from the previous year (2020), it soon gained momentum and began rising steadily. On October 24, 2022, gold reached Rs 50,700, marking a new high.

By November 12, 2023, it further surged to Rs 59,779, and in the following year, it was at Rs 78,950.These figures clearly show that gold prices have continued to surge year after year, often touching new highs around the festive season.

Akanksha