The Great Gold Shift: Indians Embrace ETFs as Jewellery Demand Plummets
A 170% Surge in Gold ETF Investments Reflects a New Era of Smart, Digital Gold Ownership in India
Introduction
In a dramatic change to long-standing traditions, Indian investors are rapidly moving away from physical gold jewellery and embracing gold Exchange Traded Funds (ETFs) as their preferred way to own the precious metal. The first quarter of 2025 has witnessed a staggering 170% year-on-year surge in gold investment demand, led almost entirely by robust inflows into gold ETFs. Meanwhile, jewellery purchases have slumped by 25% in volume, as record-high prices and changing investment priorities reshape the market landscape.
The Numbers Behind the Shift
Gold Investment Demand Skyrockets
Gold investment demand in India hit a record 552 tonnes in Q1 2025, representing a 170% increase over the previous year. This increase was primarily driven by renewed interest in gold ETFs, which recorded their strongest quarterly inflows in three years.
Globally, gold-backed ETF holdings rose by 226 tonnes, bringing the total to 3,445 tonnes—a clear signal that investors worldwide are seeking the safety and liquidity of paper gold.
Jewellery Demand Takes a Hit
Despite the surge in investment demand, jewellery consumption in India declined significantly.
Jewellery sales fell by 25% in volume, as consumers balked at record-high prices—gold crossed ₹93,217 per 10 grams in early 2025. Even as the value of jewellery sales remained resilient due to higher prices, the shift in consumer behaviour is unmistakable: Indians are buying less jewellery and more gold in financial form.
Why Are Indians Choosing Gold ETFs?
Convenience and Liquidity
Gold ETFs offer a simple and accessible way to invest in gold.
Unlike physical jewellery, which requires storage, insurance, and carries making charges, ETFs provide instant liquidity and can be bought and sold with the click of a button. This convenience is particularly appealing to tech-savvy investors and those looking for flexible investment options.
Better Returns and Tax Efficiency
Investing in gold through ETFs is also more tax-efficient than buying physical gold. There are no making charges, and returns are often more attractive after taxes. Additionally, gold ETFs benefit from compounding, allowing investors to grow their wealth over time without the headaches of storing and securing physical gold.
A Safe Haven in Uncertain Times
The rise in gold ETF investments is driven by increased market uncertainty, geopolitical conflicts, and a declining US dollar. Gold’s reputation as a safe-haven asset has been strengthened by the current conditions, boosting its attractiveness to investors.
Central banks, including the Reserve Bank of India (RBI), continue to add gold to their reserves, further boosting confidence in the metal’s long-term value.
The Global and Domestic Context
Global Trends Mirror India’s Shift
This trend is not unique to India. Globally, gold-backed ETF assets rose by 226 tonnes in Q1 2025, led predominantly by Europe and Asia.
In Europe, expectations of interest rate cuts by the European Central Bank (ECB) drove inflows, while in Asia, trade tensions and a weaker US dollar prompted investors to seek safety in gold.
RBI’s Strategic Approach
The RBI has revised its approach by boosting its gold reserves to an all-time high of 879.6 tonnes, accounting for approximately 11.7% of India’s foreign exchange reserves.
While the central bank’s buying pace has slowed, its continued accumulation of gold reflects a strategic emphasis on diversifying reserves and reducing reliance on US assets.
The Impact on the Gold Market
Record Prices and Changing Consumption Patterns
Record-high gold prices have fundamentally altered consumption patterns. Consumers are either deferring jewellery purchases, buying smaller quantities, or exchanging old jewellery for new. The shift is especially pronounced among younger investors, who are more comfortable with digital investment platforms and less attached to traditional forms of gold ownership.
The Rise of Digital Gold
Beyond ETFs, digital gold products are also gaining traction. These platforms allow investors to buy, sell, and even gift gold in digital form, further eroding the dominance of physical jewellery. The trend is expected to continue as more Indians become comfortable with fintech solutions and seek out flexible, modern ways to invest in gold.
Conclusion
The first quarter of 2025 signifies a landmark moment for gold ownership in India.
A 170% surge in gold ETF investments and a 25% drop in jewellery demand signal a profound shift in how Indians view and invest in gold. Convenience, liquidity, and the desire for safe-haven assets are driving this change, as record prices and global uncertainty reshape the market. With central banks and retail investors alike embracing gold in financial form, the future of gold ownership in India is digital, smart, and more accessible than ever before.
The image added is for representation purposes only
