In India, Gold Is Measured Not Only in Grams or Carats, but in Seasons

There are times of the year when jewelry stores turn into bustling theaters filled with customers, and the country’s gold imports soar to record levels — to the point of directly influencing global gold prices.

These seasons — Aadi, Akshaya Tritiya, and Diwali — together shape the consumption map of gold in the world’s largest traditional market for the precious metal.

Aadi… The Southern Kickoff

In Chennai and southern cities, the month of Aadi (July–August) sparks a gold fever. Traditionally considered inauspicious for weddings, the month has been rebranded by jewelers as a lucky shopping season. Discounts of up to 40% are offered, new collections are launched with hybrid designs blending southern heritage with modern touches, and promotions abound.

Gen Z is driving demand with Instagram-worthy designs, such as personalized necklaces and trendy earrings. As a result, sales surge by 35–40%, giving the local market a vital boost during what is usually a sluggish summer.

Akshaya Tritiya… The Season of Blessings and Investment

In April–May comes Akshaya Tritiya, a day deeply rooted in Hindu beliefs of prosperity and abundance. Buying gold on this day is seen as a symbol of good fortune, leading to a nationwide rush to jewelry stores.

Unlike Aadi, which remains a regional phenomenon, Akshaya Tritiya is a national event, though shorter in duration. One day’s sales can equal an entire month’s worth of regular demand, with a clear spike in purchases of gold bars and coins alongside jewelry.

This season reinforces gold’s role as a long-term savings vehicle and often drives prices higher in local exchanges.

Diwali… The Global Peak

Finally comes Diwali, the Festival of Lights, in October–November — the single most important global event in the gold market. Buying gold during Diwali is not just a choice but a religious ritual: Indian families see it as a source of luck and prosperity.

Stores flood the market with massive promotions, and consumers buy everything that glitters — from traditional jewelry to bars and coins. During this period, India’s gold imports rise to levels that make it a decisive factor in shaping global gold prices. In London and New York, traders monitor Indian demand during Diwali as closely as they watch the U.S. Federal Reserve’s data releases.

India, in effect, sets the rhythm of the gold market through its own calendar. From Aadi, which revives Chennai’s markets, to Akshaya Tritiya, which drives investment demand, and Diwali, which shakes the world’s exchanges, India’s gold seasons remain a compass for traders and investors from Mumbai to Wall Street.