Men’s jewellery market shines in India, grows 25–30% in 2025 on rising demand

Kolkata|New Delhi: Actor-producer Channing Tatum walked the red carpet at this year's Oscar awards night with a Tiffany & Co brooch complementing his outfit, while actor Timothee Chalamet flaunted an assortment of dazzling Cartier diamond jewels. A trend well-established in the West for years appears to be gaining momentum in India as well, with sales of men's jewellery increasing 25-30% year-on-year in 2025, according to industry executives. Men's jewellery accounted for 15% of India's jewellery market, pegged at $94.14 billion in 2025, showed data from Indian Bullion and Jewellers Association, with a threefold surge in share since 2020.

"When a widely followed personality chooses to incorporate distinctive pieces into his wedding look, it can encourage more men to view jewellery as an integral part of groom styling rather than an afterthought or a wedding gift," said Ramesh Kalayanaraman, executive director, Kalyan Jewellers, adding that with the broadening of the category, men's jewellery is no longer restricted to wedding wear but becoming part of everyday male dressing.

In 2025-26, Kalyan Jewellers has seen double-digit growth in men's jewellery, with the category contributing 42% to the company's standalone India revenue in the third quarter.

Executives said while recent high-profile weddings have amplified the trend, demand extends well beyond the traditional wedding calendar and has spilled onto everyday dressing, including corporate milestones, anniversaries, festive occasions and personal achievements.

Celebrity Endorsements Push Trend
In 2025-26, Kalyan Jewellers has seen double-digit growth in men’s jewellery, with this category contributing 42% to its standalone India revenue in the third quarter.

Executives said while recent high-profile weddings have amplified the trend, demand extends well beyond the traditional wedding calendar and has spilled onto everyday dressing, including corporate milestones, anniversaries, festive occasions and personal achievements. Endorsements by celebrities such as Shah Rukh Khan, Shahid Kapoor, Saif Ali Khan, MS Dhoni and Ranbir Kapoor too have played their part in pushing sales for brands such as Candere, Tiffany and Kisna.

Kalayanaraman said demand has evolved from largely occasion-driven traditional formats such as heavy chains. “Today, demand is more diversified, spanning kadas, rings, layered necklaces, bracelets and even heritage-inspired designs,” he said, adding that the shift is visible across metros as well as tier II-III markets, reflecting a wider cultural acceptance for men’s jewellery.

Overall, jewellery retailers broke into the top 10 most advertised categories on TV in 2025, rising to ninth from 16th a year ago, as per advertising monitoring and analysis platform TAM Adex data.

“Chains are increasingly being treated as wardrobe staples rather than just occasional pieces, while rings are moving beyond traditional wedding bands into everyday fashion,” said Kisna Diamond & Gold Jewellery CEO Parag Shah.