Editor’s Note
This article examines the profound market shift triggered by the dramatic surge in gold and silver prices. It highlights how this rally has transformed gold from a cultural purchase into a financial asset, while simultaneously pricing out traditional middle-class buyers and putting significant pressure on the jewelry industry.
The surge in gold and silver prices has left everyone stunned. While buying gold was once considered a tradition, it has now become a financial investment. The middle class has gone quiet due to the sharp rise in gold prices by the end of 2025. Yes, after the gold price hike, middle-class buyers have exited the market. The impact of this pressure is clearly visible on jewelry companies.
Titan, a company of the Tata Group, has acknowledged this pressure. The company shared this information through its new brand. Titan’s new brand is beYon. It is a lab-grown diamond brand. Through beYon, the company clearly stated that the model relying on gold has now become shaky.
The company reported that customers making purchases below 50,000 rupees are under pressure. In such a scenario, Titan is also facing the economic reality…