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GOLD JEWELLERY CONSUMERS
MARRIAGES
Family purchases of jewellery at the time of marriage appear to account for as much as 50% of annual
jewellery sales nationwide.
Large urban showrooms. Its share can range from 25% to 80%, most retailers reporting a range between 40 - 60%. Most
observe that its share has fallen over the past 5 years, typically by 10%. Reasons include a reduction in the average amount
bought, and an increase in the purchase or replacement of jewellery with fashionable new designs.
Smaller suburban outlets. Its share tends to vary. While some indicate its share at 50 - 70%, others refer to high
personal purchases of small items such as earrings, studs and finger rings.
Rural outlets. Its share tends to vary. While some indicate its share at 60 - 70%, it can often be 40% or less where more
jewellery is bought for “savings” or “money” purposes.
Number of marriages
A broad estimate is that around 8 million marriages take place each year. The number increases annually by about 1.5%
(130,000). There is no official statistic as marriages are not registered.
The estimate assumes that 90% of young Indians marry. In 2001, 18 million was the average number of men and women
in each year, aged 20 - 24 (Tata Services Limited).
Marriage season
Most marriages take place on 40 - 60 auspicious days during the year, according to the Hindu solar or lunar calendar.
The number and the dates of auspicious days change each year, and can also vary by region, State and community.
In Mumbai (Maharashtra), a Hindu lunar calendar records 49 auspicious days for 2002, and 42 days for 2003. In both years,
75% of the days occur in the first 6 months. There are no auspicious days in August, September or October.
In Coimbatore (Tamil Nadu), a Hindu solar calendar records 62 auspicious days for 2002, 64% of the days occurring in the
first 6 months. Every month has at least one auspicious day.
As important “marriage seasons” can sometimes shift to different months each year, seasonality can be affected. Generally,
most marriages occur intermittently over an 8 month period, November to June.
Photograph: Alukkas
The gold jewellery market relies heavily on purchases associated with 8 million weddings each year.
AN INTRODUCTION TO THE INDIAN GOLD MARKET 117