Gold buying on Dhanteras 2025: It’s Dhanteras today and many people opt to buy gold for auspicious reasons. What should your gold buying strategy be and what are the top factors to keep in mind? Jateen Trivedi, VP Research Analyst – Commodity and Currency, LKP Securities explains:The Indian gold market is witnessing an unprecedented situation. With MCX Gold futures hovering around ₹1,31,000 per 10 grams, and retail jewellery prices ranging between ₹1,35,000 and ₹1,40,000 depending on making charges and purity, the traditional buyer is caught in a dilemma: the need for auspicious purchase clashes with the high cost.However, anticipated that while volume may be restrained, the overall festive buying sentiment will remain positive, driven by an underlying fear of missing out on further price rallies and an increase in disposable income.The Retail Jeweller’s Strategy: Lightweight and Investment FocusThe theme for this year’s Dhanteras will be one of ‘smart and strategic buying.Low Quantity, High Value: Facing record prices, most middle-class households are expected to stick to the custom of shagun (auspicious) buying, but by purchasing in smaller quantities. The focus will shift heavily towards lightweight jewellery, such as nose pins, small earrings, or simple pendants, which offer the tradition of gold purchase without the huge bill.Investment over Adornment: Jewellers report a strong rise in demand for gold coins, bars, and low-denomination digital gold over heavy traditional ornaments. For the price-sensitive buyer, a gold coin ensures purity and investment value with minimal making charges, making it a pragmatic way to participate in the ‘bull run’ for investment rather than mere adornment.The FOMO Factor: The spectacular 60%+ surge in gold prices over the last year has created a strong ‘Fear of Missing Out’ (FOMO) among buyers. The belief that gold has strong upward momentum due to global geopolitical tensions and US rate cut expectations is prompting people to buy now, rather than risk further price hikes before the marriage season.Liquidity Support from Policy ChangesThe retail market is finding support from macroeconomic factors that have bolstered household liquidity:Tax Cuts and Budgetary Relief: The benefit from the recent personal income tax cuts, particularly the announcement of higher tax exemptions or savings options in the budget, has resulted in a certain amount of saved money being available in the hands of individuals. A portion of this saved capital is likely to be parked into gold, which is seen as a traditional safe-haven asset.GST Structure: While gold still attracts a 3% Goods and Services Tax (GST) and a 5% GST on making charges, the overall simplification of the tax structure has indirectly supported consumer confidence and spending power in the organized retail sector, which jewellers are capitalizing on with festive schemes and discounts on making charges.Leading retail jewellers have aggressively rolled out schemes like advanced instalment plans, lower making charges on specific collections, and guaranteed gold rates to convert buyer intent into final purchases.Gold Outlook: This Dhanteras is unlikely to be a record-breaker in terms of sheer volume of gold sold. However, in terms of value and strategic investment participation, the market is poised for a robust performance. The Indian consumer, while cautious of the price, is unwilling to miss the auspicious opportunity or the potential for further upside in the yellow metal.(Disclaimer: Recommendations and views on the stock market and other asset classes given by experts are their own. These opinions do not represent the views of The Times of India)