How gold's high price has forced Titan to take a u-turn
- Prashant Mukherjee
- ET PrimeUpdated: Feb 03, 2026, 20:39 IST IST
For decades, buying gold jewellery in India was less a financial decision and more a rite of passage. A daughter’s wedding, a son’s first salary, a festival bonus, a small coin tucked away after Diwali, gold was the quiet constant, a reassuring store of value wrapped in emotion. It marked progress. It carried memory. It was never just metal; it was reassurance you could hold in your hand.
Then, almost without warning, gold began to feel heavier — not on the neck, but on the wallet. In the winter of 2025, something fundamental began to crack in that relationship. Gold prices surged to levels that quietly but decisively pushed a large section of India’s jewellery-buying middle class out of the market. And when Titan, the country’s most trusted jewellery name, finally acknowledged the strain, it did so quietly with a new brand.
Then, almost without warning, gold began to feel heavier — not on the neck, but on the wallet. In the winter of 2025, something fundamental began to crack in that relationship. Gold prices surged to levels that quietly but decisively pushed a large section of India’s jewellery-buying middle class out of the market. And when Titan, the country’s most trusted jewellery name, finally acknowledged the strain, it did so quietly with a new brand.
