India, June 8 -- justify;">For generations, gold jewellery was the most common way Indians bought and owned gold.

Whether it was a wedding, festival, family celebration or long-term savings, gold purchases usually took the form of necklaces, bangles, earrings and rings. Jewellery was more than an ornament. It was also a store of wealth.

That relationship with gold remains strong, but the way people are buying it is changing.

An increasing number of buyers are choosing gold coins and bars instead of jewellery. The shift has become significant enough to show up in national demand trends, with investment demand overtaking jewellery demand for the first time in early 2026.

The change does not mean Indians are buying less gold. It means th...