Gold continues to hold strong appeal among young Indians, even as access to modern financial products widens, with 62 per cent of respondents naming the precious metal as their preferred investment option, according to a survey.The findings suggest that despite the rise of mutual funds, equities and crypto assets, gold remains the go-to choice for Gen Z and Millennials when it comes to parking their money.
First pick over mutual funds and stocks
The Smytten PulseAI survey, conducted among 5,000 consumers aged between 18 and 39, found that 61.9 per cent would choose gold if they had Rs 25,000 to invest today, as per news agency PTI.This was significantly higher than other options. Mutual funds were chosen by 16.6 per cent of respondents, fixed deposits by 13 per cent, stocks by 6.6 per cent and crypto by just 1.9 per cent.During periods of economic uncertainty, gold’s appeal appeared even stronger. Around 65.7 per cent of those surveyed said gold feels like the safest option compared to bank savings, mutual funds or equities.The findings underline gold’s continued role as a financial safety net across both Gen Z and Millennials.
Personal choice, smaller purchases
The survey also highlighted a shift in how young people are approaching gold purchases. About 66.7 per cent of respondents said buying gold is largely a personal decision rather than one driven by family tradition.At the same time, buying patterns are changing. Nearly 62 per cent said their most recent gold purchase was below 5 grams. Breaking this down further, 27.5 per cent bought less than 2 grams, while 34.4 per cent purchased between 2 and 5 grams.Overall, 61.9 per cent of recent purchases were under 5 grams, indicating a move away from large, occasional buys towards smaller and more frequent investments.
Beyond weddings: New triggers for buying
Traditionally associated with weddings and family events, gold is now increasingly being bought for personal financial reasons.According to the survey, nearly 24 per cent said their first gold purchase was triggered by receiving their first salary or earning personal income. Another 23.9 per cent cited an investment decision as the reason for their first purchase.The survey suggests that while gold retains its cultural importance, younger investors are approaching it with a more practical and individual mindset, integrating tradition with financial planning.