Mumbai, Apr 17 (BNP): With Akshaya Tritiya around the corner, gold buying activity is picking up across the country, and this year, much of the action is happening online.
Fintech platforms, financial service providers, and jewellery brands are rolling out festive offers and campaigns to tap into the seasonal demand. The growing buzz reflects not just the cultural significance of the festival, but also a clear shift in how consumers prefer to buy gold.
Data from the World Gold Council shows that India’s digital gold market expanded sharply in 2025, growing 69% year-on-year to 13.5 tonnes. The numbers underline how quickly digital gold is becoming a mainstream choice, especially among younger buyers looking for convenience and flexibility.
Sensing this trend, companies are sweetening the deal with incentives. Amazon Pay, for instance, is offering cashback on digital gold purchases—2% for Prime members and 1% for others—making small-ticket investments more attractive.
At the same time, platforms like PhonePe are promoting 24K digital gold options, allowing users to buy, sell, and store gold with just a few taps on their phones.
While buying gold on Akshaya Tritiya remains a long-standing tradition symbolising prosperity and good fortune, the way people participate in it is clearly evolving. Digital gold is steadily bridging the gap between tradition and technology, giving consumers a modern, hassle-free way to mark the occasion.
