India's gold, diamond, and jewelry market is going online
India's jewelry scene is getting a tech upgrade, with more people trusting hallmark certifications and big-name brands when buying gold, diamond, and lab-grown pieces online.
The market is set to jump from $91 billion this year (2025) to $146 billion by 2030, and it's not just city folks—shoppers in smaller towns are joining in too.
E-commerce growth: Amazon's jewelry sales soar
E-commerce is shaking things up: online jewelry sales are expected to top 12% by 2026.
Amazon saw a huge 96% jump in precious jewelry sales year-on-year, thanks to brands like CaratLane, Malabar Gold, PN Gadgil Jewellers, Joyalukkas, PC Chandra, and KISNA.
Most shoppers do their homework online but about half still prefer buying in-store—so the hybrid model is here to stay.
Online shopping trends: Young buyers embrace e-commerce for everyday pieces
Features like easy returns, purchase protection, and trusted BIS hallmarking are making it easier for young buyers to shop for lightweight everyday pieces online.
But when it comes to wedding or investment jewelry (especially around festivals like Dhanteras), most still head to physical stores—proving that some traditions stick around even as shopping habits evolve.