Akshaya Tritiya jewellery buying turns more prepaid and offer-led, led by tier-2 and tier-3 demand

Kolkata: The tier-2 and tier-3 cities drove nearly three times growth in gross merchandise value while prepaid transactions surged to as high as 82 percent in jewellery purchases during Akshaya Tritiya 2026, signalling a decisive shift in India’s festive shopping behaviour. These trends, alongside a 62 percent year-on-year rise in direct-to-consumer Gross Merchandise Value (GMV), were observed in data released by GoKwik.

The data indicates that even as prices of precious metals remained elevated, demand for lightweight and daily wear jewellery, particularly 9kt and 14kt formats, saw strong traction. This trend was especially pronounced across tier-2 and tier-3 cities, where consumers balanced affordability with aspiration while continuing to participate actively in festive buying.

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The festive period, traditionally associated with investments in gold and physical retail purchases, is increasingly being shaped by digital-first consumers. GoKwik’s findings show that shoppers are embracing wearable prosperity, favouring jewellery that blends everyday utility with cultural significance over purely investment-driven purchases.

“What we are witnessing is not a spike but a structural shift. Akshaya Tritiya has become one of the most important online shopping days of the year, and the data shows that Indian consumers are increasingly choosing digital-first brands for their auspicious purchases,” said Chirag Taneja, Co-founder and CEO at GoKwik.

One of the most significant developments this year is the evolution of modern heirlooms. While gold continues to hold cultural relevance, there is a clear shift towards lighter formats and everyday wear. Demand for 9kt and 14kt jewellery recorded strong growth, particularly from emerging cities, reflecting a move towards more accessible price points amid rising gold costs.

The data also points to a market bifurcation, with consumers opting for either entry-level daily wear or high-value premium purchases, leaving the mid-priced segment under pressure.

Category trends further reinforce this shift. For the first time during the Akshaya Tritiya period, beauty emerged as the largest category, surpassing fashion, highlighting a broader evolution in festive consumption patterns.

Equally notable is the transformation in payment behaviour. The long-standing reliance on cash on delivery is weakening, particularly in high-value categories. Prepaid transactions now account for over 82 percent of total jewellery orders, with the share rising significantly during the festive period, indicating growing consumer confidence in digital payments.

Also Read: Akshaya Tritiya 2026: Gold, silver trade seen topping Rs 20,000 cr despite record prices and decline in volumes

Unified Payments Interface has emerged as the preferred mode of transaction, overtaking cash-based options. The shift is supported by increased adoption of digital financing tools. Features such as EMI on UPI and buy now pay later options saw a 2.5 times increase compared to last year, enabling consumers to manage higher ticket purchases despite elevated gold prices.

The geographical spread of demand underscores a broader structural change in India’s consumption landscape. While metro cities continued to show steady growth, Tier-2 and Tier-3 markets have become key drivers of incremental demand. These regions recorded a combined 48 percent increase in festive activity compared to 2025.

In a notable development, Pune overtook Mumbai in jewellery GMV during the festival period, reflecting the rising purchasing power and digital adoption in emerging urban centres. Tier-3 cities, in particular, demonstrated demand levels comparable to Tier-1 markets.

The findings point to a maturing digital commerce ecosystem where trust in online transactions, access to financing and evolving consumer aspirations are reshaping traditional festive buying patterns. As India’s next wave of shoppers comes online, smaller cities are expected to play a central role in shaping the future of retail and e-commerce.