ET Deep Dive: Melting The Vault
About this episode
This episode explores the changing relationship between Indians and gold as younger generations increasingly sell or exchange inherited jewellery due to rising prices.
Gold has always been India’s emotional anchor — heirlooms passed down for weddings, festivals, and hard times. But soaring prices are rewriting that relationship. This episode looks at why Gen Z and millennials are increasingly selling or exchanging inherited jewellery: a Mumbai couple who funded their first home, a Bengaluru banker who redirected proceeds into equities, a family that turned gold into a son’s US master’s degree and his father’s new business. We unpack the data behind the shift — jewellery demand falling as investment demand in bars and coins rises — and ask who really benefits when old gold gets recycled: the customer, or the jeweller. Lijee Philip and Shantanu Nandan Sharma report, Anirban Chowdhury narrates. See omnystudio.com/listener for privacy information.
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