Business and Market Trends During This Dhanteras

While Dhanteras is typically associated with purchasing gold and silver and essential new items at home, this year the trend has shifted.

The total Dhanteras business in India is expected to touch ₹1 lakh crore. With over ₹60,000 crore worth of gold and silver being purchased. In spite of gold rates hovering around the ₹1.4 lakh mark per 10 grams, customers are still keen to purchase.

As gold rates have increased so has the choice in what people are purchasing. Customers are opting to purchase lighter jewellery items, 14 carat and 18 carat gold, silver coins and smaller items. Customers are being more particular with what they want to purchase for a great price.

Jewellery business hotspots like Zaveri Bazaar (Mumbai), Johari Bazaar (Jaipur) and Chandni Chowk (Delhi) are seeing increased interest. Stocks for some jewelers such as Titan and Kalyan Jewellers are doing well.

Real estate, utensils and gifts are also benefitting from the season.

Overall Dhanteras is evolving and becoming less about purchasing large amounts of gold. Businesses have an opportunity to provide something more affordable and flexible. Customers can now find meaningful gift choices.

With the growing Indian festival economy, Dhanteras 2026 shows that despite increasing prices customers still want to invest in traditions. However, we are starting to see different ways customers want to celebrate. Dhanteras 2026 is a testament to the strength of the festive economy in India. Even though there are fluctuations in prices, this festival shows the adaptability within companies. Businesses have an opportunity to understand how consumers are changing and adjust their products to suit the new value-conscious consumer. This festival has proven that while traditions may stay the same, the ways in which we partake in them can change