Akshaya Tritiya 2026: Why gold demand is holding strong despite rising prices

Industry experts say the resilience in demand is being driven by a mix of cultural significance, evolving consumer behaviour and gold’s role as a safe-haven asset in a volatile global environment.

Financial services platform BharatPe has also tapped into this shift with its ‘Akshaya Tritiya Gold Mahotsav’, a week-long campaign running from April 14 to April 19, 2026. The initiative includes rewards, jackpot entries and goldback incentives on digital gold purchases, reflecting how platforms are attempting to make gold investing more engaging for users.

“Akshaya Tritiya is the second-largest gold-buying festival in India and continues to be a significant occasion for gold purchases, symbolising prosperity and long-term value,” said Sachin Jain, Regional CEO, India, World Gold Council. “While price movements earlier this year led to some cautious sentiment, demand fundamentals remain resilient, with gold prices up around 14-16% year-to-date. Recent geopolitical tensions have driven intermittent volatility, reinforcing gold’s safe-haven appeal. However, phases of stability and mild correction are offering a balanced entry point for retail consumers, with an upward trend expected towards the end of April.”

Jain added that while traditional jewellery demand continues to anchor the market, consumer preferences are evolving, with increased interest in lighter and more affordable formats.

Echoing this trend, Samit Guha, Managing Director and CEO of MMTC-PAMP, said rising prices are prompting more calibrated buying decisions.

“Despite a sharp rise in prices, gold up roughly 57% year-on-year and silver over 160% since last Akshaya Tritiya, demand has not retreated, it has recalibrated,” he said. “Consumers are making more deliberate choices, opting for lightweight jewellery and increasingly moving toward high-purity coins and bars, where value is directly linked to metal content. The shift is rational, not reluctant.”

Guha added that investment-oriented demand is becoming more prominent across segments.

“We are seeing sustained inflows into digital gold, gold ETFs and silver ETFs, as both retail and institutional investors recognise precious metals as a key component of a diversified portfolio,” he said. “Gold’s role as a safe-haven asset has been reinforced by global uncertainty, while silver’s dual role as both a precious and industrial metal is beginning to resonate more strongly with investors.”

Silver is also gaining traction due to its growing use in renewable energy and electronics manufacturing, adding a structural demand layer beyond its traditional investment appeal.

Looking ahead, experts expect near-term price volatility to persist due to global factors such as currency movements, geopolitical tensions and macroeconomic uncertainty. However, underlying fundamentals, including central bank buying and safe-haven demand, remain supportive.

“The cultural imperative does not pause for price corrections,” Guha said. “Increasingly, Indian consumers are approaching these purchases with a long-term lens, as wealth preservation, not just celebration.”

Together, these factors are ensuring that gold demand remains steady even as prices continue to rise, underscoring the metal’s enduring appeal across both traditional and modern investment avenues.

Akshaya Tritiya 2026: Date and time

Akshaya Tritiya in 2026 will be observed on Sunday, April 19, as per Drik Panchang. The most auspicious time for puja falls between 10:49 a.m. and 12:20 p.m., giving a window of 1 hour and 32 minutes. The Tritiya Tithi begins at 10:49 a.m. on April 19 and continues until 7:27 a.m. on April 20.

On this day, many people follow traditional practices. Purchasing gold or silver is especially popular, as it is believed to bring long-term prosperity and good fortune. It’s also common for people to consult the auspicious timing before making important purchases or starting new ventures, as the day is considered highly favourable for new beginnings.