India’s jewellery market is seeing a change in where and how consumers shop, with demand increasingly extending beyond metropolitan centres. Emerging cities are becoming important growth markets as consumers gain greater access to brands, design options and product information through digital platforms.

The shift is also influencing purchase decisions. Jewellery buying, traditionally driven by weddings, festivals and gifting, is increasingly extending to personal milestones and everyday use. Younger consumers, in particular, are showing interest in pieces that reflect individual style and can be worn across different settings.

Natural diamond jewellery is also gaining traction. The category accounts for an estimated 10–11% of India’s overall jewellery market and is growing at 13–13.5%, according to the report. Gen Z contributes 51% of the total value of the country’s natural diamond jewellery market, underscoring the importance of younger buyers in shaping category demand. The report also indicates that 52% of natural diamond jewellery purchases are now intended for daily wear rather than being reserved for special occasions.

Digital discovery is helping bridge the gap between consumers and jewellery brands, particularly in markets where access to organised retail options may be more limited. Online browsing allows buyers to explore designs and compare products before visiting stores or making purchase decisions.

For retailers, these changes call for a broader approach to merchandising and customer engagement. Alongside occasion-led collections, businesses have opportunities to build assortments around everyday wear, contemporary styling and personal purchases. Clear product information, design variety and a consistent experience across digital and physical channels are likely to become increasingly important.

As consumer preferences evolve, retailers will need to account for differences in regional demand while responding to buyers who increasingly view jewellery as both an occasion purchase and an expression of personal style.