Luxury and prosperity are shining bright this festive season, with online platforms like Amazon and BigBasket witnessing record demand for gold, silver, and fine jewellery purchases ahead of Diwali and Dhanteras.
Premium fashion on Amazon Fashion and Beauty has seen a sharp uptick, led by fine jewellery and luxury watches.
“This festive season, premium fashion is seeing remarkable growth, with luxury watches and gold and diamond jewellery — including lab-grown diamonds — driving demand,” said Siddharth Bhagat, Director, Amazon Fashion and Beauty, India.
Amazon reported a 96% year-on-year surge in gold jewellery sales, driven by brands such as CaratLane, PN Gadgil Jewellers, Joyalukkas, PC Chandra, KISNA, and Malabar Gold & Diamonds. The platform now offers more than five lakh styles across silver, gold, and diamond jewellery, making it the largest fine jewellery destination among online marketplaces.
Bhagat said the company is also seeing strong traction in affordable fine jewellery — with customers buying pieces starting at ₹2,000 for silver and up to ₹40,000 for gold and diamond. Demand for 14K daily-wear jewellery has grown 50 per cent year-on-year, while 18K styles are also gaining popularity.
In line with global trends, Amazon has expanded into lab-grown diamonds, offering jewellery starting at ₹1,699 across more than 50,000 styles. “Amazon is the first and only online marketplace focusing on this whitespace,” Bhagat said.
Gold coins remain a festive favourite, with the most purchased denomination being 2 grams. “Customers continue to prefer Amazon for their auspicious purchases of gold and silver coins during Akshaya Tritiya, Dhanteras and more,” Bhagat added.
Complementing this, Tata-owned bigbasket also recorded a strong Dhanteras, with gold coin sales rising 146 per cent and silver coins up 234 per cent from last year. Demand for pooja essentials — including diyas, flowers, and festive décor — grew 54 per cent year-on-year.
“Dhanteras is a time for prosperity, devotion, and togetherness. This year, bigbasket ensured our customers could celebrate without compromise, whether it was purchasing auspicious coins or getting the perfect gifts and pooja items in minutes,” said Seshu Kumar, Chief Buying and Merchandising Officer, bigbasket.
With 10-minute delivery and curated festive assortments, bigbasket blended technology and tradition, meeting last-minute festive needs — from auspicious buys to celebratory gifting.
Both platforms are capitalising on India’s accelerating shift toward online festive shopping, where authenticity, convenience, and trust are emerging as the new hallmarks of prosperity.