New Delhi, April 16 -- Akshaya Tritiya continues to remain one of the most significant occasions for jewellery purchases in India, with gold and silver retaining their traditional importance as preferred investment options, this year it will be celebrated on Sunday, April 19.

This year, changing consumer preferences and the growing role of digital platforms are influencing how people shop. E-commerce platforms such as Amazon are witnessing rising interest in both traditional and modern jewellery categories, reflecting a shift in buying behaviour.

Buyers are increasingly exploring a mix of gold coins and contemporary options such as lightweight jewellery and lab-grown diamond pieces. Industry trends also point to the growing use of techn...