Prime Minister Narendra Modi's recent statement urging people to avoid buying gold for household functions has raised concerns among jewellers and bullion traders in Pune, Maharashtra, India. Traders report a noticeable slowdown in customer footfall, particularly during the wedding season, which is typically a peak time for gold purchases. While global tensions and rising gold prices had already dampened consumer demand, Modi's remarks have added to the uncertainty in the market. Abhay Gadgil, vice-president of the Pune Jewellers Association, believes that gold's deep cultural connection in Indian society will mitigate any major impact on sales. He asserts that customers still view gold as a safe investment. However, jewellers like Kapil Oswal express concern for the livelihoods of artisans, questioning how they will cope without sales during this critical period. The All India Jewellers Association has echoed these worries, emphasizing the importance of gold trade for nearly three crore artisans. As traders adopt a 'wait and watch' approach, the coming weeks will be crucial in determining whether Modi's statement leads to a temporary slowdown or a lasting change in consumer behavior.