Down from last year’s Dhanteras, customer purchases of gold were comparatively higher than the sales during Navratri and Dussehra.
Apparently even Dhanteras failed to attract customers to buy gold, as the demand for the yellow metal remained subdued, witnessing a fall in overall sales by 30% in comparison to last year’s festive season sales. However, the customer purchases were comparatively higher than the sales during Navratri and Dussehra, which were celebrated earlier last month.
While traders from Gujarat and Delhi stated that the off-take of gold has dropped by 30-40 %, jewellers in Mahrashtra and east India claimed that the demand rose by upto 15 % during Dhanteras. Among the products mostly in demand among people were lightweight jewellery , silver idols, and coins of lower denomination.
Nitin Khandelwal, the Chairman of All India Gem and Jewellery Trade Federation (GJF), said, “The situation was pretty disturbing in the pre-Diwali period beginning from Navratri. The sentiment has turned positive today with footfalls increasing since morning. Initial reports trickling in show that there is a drop in demand by 20%-30% as high-value purchase is lower. But trade should understand that it is the `new normal’. The sentiment has turned positive and that will result in good sales in the upcoming wedding season.”
Reportedly, despite heavy discounts and the withdrawal of KYC (know you customer) requirement for purchase of Rs 50000, several customers shied off from buying gold ornaments. Speaking to PTI, Khandelwal said, “In jewellery industry, the EMI facility is allowed for selling 18 carat gold, platinum and diamond jewellery and not 22 and 24 carat gold jewellery,”
However, organized players like PC Jewellers, Kalyan, Talwar Sons and Jewellers seemed to profit more, even amid the fall of sales. In a statement to the media, World Gold Council India Managing Director Somasundaram PR said, “It appears that demand for gold jewellery and branded coins seems to be better than the past quarter particularly in relation to organised players. A good monsoon and stable gold prices are definitely encouraging consumers to make token purchases for the auspicious festival. The ensuing wedding season however, holds the key for the quarterly demand performance. This year digital channels have also increased consumer choices and created a more conducive environment where one can save and hold vaulted gold.”
With Dhanteras considered as one of the most auspicious day to purchase gold, unorganized players in the country make up roughly 70% of the overall sale during the festive season.