Gold jewellers are spending more on advertising as gold rate stabilises after a period of volatility 

Gold prices have somewhat stabilised after a rollercoaster few weeks. However, what do all of the gold prices above Rs 1.6 lakh/10 gm mean for consumers, especially as the wedding season continues in India? With rates swinging sharply, many consumers may prefer to wait and watch, holding off purchases until prices cool. 

But India’s biggest jewellery chains are leaving no stone unturned to keep the buying momentum on. Titan Company and Kalyan Jewellers India have seen a sharp jump in ad spends in the latest Q3 results. Though there is no explicit link, the shift in ad spend stands out.

While Titan spent Rs 405 crore on advertising in Q3 FY26, compared with Rs 348 crore in Q3 FY25, Kalyan Jewellers, has also been scaling its marketing outlay. For Q3 FY26, Kalyan’s consolidated marketing and advertising spend was Rs 178.8 crore, including Rs 144.1 crore on its India standalone business and Rs 16.7 crore for the Middle East segment.