Akshaya Tritiya, celebrated on April 19, 2023, is a key occasion for gold purchases in India, traditionally linked to prosperity and wealth. This year, gold prices have corrected significantly, with 24K gold now priced between ₹1,51,000 to ₹1,54,000 per 10 grams, down nearly 15% from recent highs. Analysts like Aamir Makda from Choice Broking view this as an ideal buying opportunity, especially as the festival typically accounts for 15-20% of annual gold sales. Despite global tensions affecting market sentiment, jewellers report strong demand, particularly for weddings and savings. However, some industry experts caution that overall demand may not match last year's levels due to economic uncertainties. Smaller jewellers are adapting by offering competitive pricing and personalized service to retain customer loyalty amidst pressure from larger chains. Looking ahead, the gold jewellery industry is projected to see 10-11% value growth by FY2027, driven by higher prices and store expansion, although volume growth remains uncertain.