Survey: Smaller, self-led purchases of gold, top investment choices for Gen Z and millennials

Gold continues to hold a special place in the investment preferences of young Indians, with 62% of Gen Z and Millennials still backing the yellow metal as the safest investment option, even as buying behaviour undergoes a noticeable shift. A nationwide survey by Smytten PulseAI shows that while trust in gold remains intact, younger consumers are increasingly making independent, smaller-ticket purchases driven by personal milestones rather than traditional family-led decisions.

The survey, conducted among 5,000 consumers aged 18 to 39, highlights how gold buying is becoming more self-led and pragmatic. About 66.7% of respondents said their gold purchases today are largely personal decisions, marking a move away from purely tradition-driven buying. Reflecting this shift, 61.9% reported that their most recent gold purchase was below 5 grams, signalling that gold is increasingly being treated as a flexible investment and savings tool, often linked to first salaries or early income streams.

The survey also points to a clear move towards smaller and more frequent purchases. Nearly 27.5% bought less than 2 grams, while 34.4% purchased between 2 and 5 grams. Around 42% of households now prefer lighter, periodic buying, although a majority still make one-time purchases tied to occasions. Notably, 24.3% said their first gold purchase was triggered by their first salary, while 23.9% cited an investment decision, indicating that weddings are no longer the sole entry point into gold ownership.