All That Glitters: Why 62% Of Young Indians Are Choosing To Buy Gold Over Everything Else

Gold remains deeply trusted by young Indians but a new survey reveals that Gen-Z and Millennials are buying it in dramatically different ways than their parents- choosing smaller amounts, making personal decisions and treating purchases as investment milestones rather than waiting for weddings or festivals.

A survey conducted by Smytten PulseAI with 5,000 consumers aged 18-39 shows that tradition-led buying is steadily giving way to a more individual, logic-driven approach, with first salaries now triggering gold purchases as often as family occasions.

The New Gold Buyer: Smaller, Smarter, Self-Led The survey reveals a fundamental shift in how young Indians are approaching gold. Lighter purchases are now the norm, with 61.9% of recent purchases coming

in below 5 grams. Of these, 27.5% bought less than 2 grams and 34.4% bought between 2 to 5 grams. This marks a clear departure from the large, one-time purchases traditionally associated with weddings and major life events.

Personal decisions are increasingly outweighing family influence. The survey found that 66.7% of respondents said gold buying today is largely a personal, self-driven decision rather than one influenced primarily by family. Among individual buyers, 42.3% said they themselves initiated the most recent gold purchase in their household, nearly matching the 40% who cited parents or elder family members.

For many first-time buyers, entry into gold is no longer limited to weddings. The survey shows that 24.3% said their first gold purchase was triggered by their first salary or personal income, while 23.9% cited an investment decision. This reflects a generational shift where Gen-Z treats gold as a self-led financial choice tied to personal achievements.

Gold Still Beats Crypto, Stocks And Mutual Funds
Despite the rise of digital investment options, gold remains the overwhelming favorite among young Indians. If given Rs 25,000 to invest today, 61.9% would choose gold- far ahead of mutual funds at 16.6%, fixed deposits at 13%, stocks at 6.6% and crypto at just 1.9%. During times of economic uncertainty, 65.7% said gold feels like the safest option compared to bank savings, mutual funds or equities. Looking ahead, 52.7% said they are very likely to buy gold in the next 12 to 24 months.

Gen-Z vs Millennials: Different Motivations
The survey points to a clear generational split in how gold decisions are made. Gen-Z is more confident deciding when and how to buy, treating gold as a self-led financial choice linked to personal milestones. They’re more likely to enter through smaller starter buys tied to their first paycheque or personal achievements.

Millennials, on the other hand, are more likely to view gold through the lens of household planning and long-term security, where purchases are still shaped by collective family priorities and life events like marriages or childbirth.