Gold jewellery occupies a unique position in India’s economy and culture, symbolising wealth, status, and security while serving as both an ornament and an investment. This study examines the evolving patterns of gold jewellery demand in India from 2016 to 2025, focusing on key economic, social, and policy determinants. Using data from the World Gold Council, GJEPC, and Reuters, the research identifies a contrasting trend between volume stagnation and value escalation—revealing a strong price-led growth pattern. The analysis highlights that while gold demand remains culturally resilient, rising prices, inflation, and changing consumer preferences have shifted purchasing behaviour toward lighter designs, branded jewellery, and digital platforms. The findings underscore the continued relevance of gold in Indian households, while indicating a structural transformation within the jewellery sector towards value-added design, ethical sourcing, and digital integration.