Editor’s Note
This article highlights a notable shift in Indian gold-buying behavior, where consumers are now strategically purchasing during price dips—a tactic traditionally associated with equity markets.
Ajay Chawla, Managing Director of Titan Company, told PTI-Bhasha that price fluctuations in gold are not affecting Indian buyers. Customers are now entering the market by viewing price drops as an opportunity, much like stock investors.
Chawla said that previously, many customers delayed buying gold due to high prices, but they have now changed their strategy and started buying gold when prices fall, rather than waiting indefinitely for an uncertain time.
He acknowledged that gold prices continue to be volatile, but demand remains strong. Chawla said, “Customers will try to participate in it. Those who were left behind will now come to buy.”
He said this indicates people’s strong interest and confidence in gold. Titan’s jewelry business unit has benefited from this trend.
Titan’s jewelry unit includes the major brand Tanishq. Gold prices saw significant fluctuations in early February 2026. Prices for 10 grams rose to around 1.61 lakh rupees and then recently declined due to global signals and profit-taking.
According to Chawla, many people who had delayed buying gold in the first six months of the year have started buying gold ahead of the festive and wedding season because they expect prices will not fall further now.
