- Gold is the preferred investment chosen by 61.9% over mutual funds and stocks
- Study shows 61.9% of recent gold purchases were below 5 grams, indicating a trend toward smaller buys
- Gold buying among young Indians is increasingly self-led, with 66.7% making personal purchase decisions
Gold remains deeply trusted by young Indians, but the way it is bought is changing in quiet but meaningful ways.
A recent nationwide survey done by Smytten PulseAI finds that gold buying is becoming increasingly self-led and lighter in ticket size.
About The Survey
The survey, conducted with 5,000 consumers aged between 18-39, captures how tradition-led buying is steadily giving way to a more individual, logic-driven approach.
The survey reveals that 66.7% of the respondents' purchases today are largely personal decisions, and 61.9% report that their most recent gold purchase was below 5 grams - indicating the changing nature of how the Gen Z and Millennials look at gold - more as personal milestones and means of investments from their first paycheques.
Let's look at some numbers:
- 61.9% of respondents would choose gold if they had Rs 25,000 to invest today, far ahead of mutual funds (16.6%), fixed deposits (13%), stocks (6.6%) and crypto (1.9%).
- During times of economic uncertainty, 65.7% said gold feels like the safest option compared to bank savings, mutual funds or equities.
These findings underline gold's enduring role as the financial fallback across both Gen Z and Millennials.
Buying Decisions Are Becoming More Personal
While family influence continues to matter, gold buying is increasingly being driven by individual choice.
- 66.7% of respondents said gold buying today is largely a personal, self-driven decision rather than one influenced primarily by family.
- 42.3% said they themselves initiated the most recent gold purchase in their household, while 40% cited parents or elder family members.
This points to a clear generational split in how gold decisions are made. Gen Z is more confident deciding when and how to buy, treating gold as a self-led financial choice. Millennials, on the other hand, are more likely to view gold through the lens of household planning and long-term security, where purchases are still shaped by collective family priorities.
Smaller Purchases Are Becoming The Norm
The survey points to a clear move away from large, infrequent purchases toward lighter, more regular buying.
- 61.9% of recent purchases were below 5 grams, with 27.5% buying less than 2 grams and 34.4% buying between 2 to 5 grams.
- 42% of households now prefer smaller, more frequent purchases over time, compared to 58% who still make one-time, occasion-linked purchases.
For many first-time buyers, entry into gold is no longer limited to weddings.
- 24.3% said their first gold purchase was triggered by their first salary or personal income, while 23.9% cited an investment decision.
This reflects the generational split in entry behaviour: Gen Z is more likely to enter through personal milestones and smaller starter buys, while Millennials are more likely to anchor purchases to life events and longer-term security.
Trust Still Outweighs Convenience In Buying Channels
Despite the rise of digital platforms, gold remains a trust-led category, according to the survey. Data also shows, 52.7% said they are very likely to buy gold in the next 12 to 24 months.
As Gen Z reshapes how gold is entered, and Millennials continue to rely on it for security, the survey shows a market that is evolving in behaviour, not weakening in demand.