Move aims to revive dipping sales and expand consumer access to certified, lower-karat gold jewellery.
In a strategic move to make gold jewellery more accessible amid softening demand, the Indian government has officially extended hallmarking certification to include 9-karat gold, which contains 37.5% pure gold. This marks a significant expansion of the country’s hallmarking system, which previously covered purities of 24K, 23K, 22K, 20K, 18K, and 14K.
The introduction of hallmark-certified 9K gold is aimed at price-sensitive buyers, particularly in rural regions where the cost of higher-karat jewellery remains a barrier. It also seeks to address evolving preferences among younger consumers, who are increasingly drawn to lightweight, budget-friendly designs that still offer quality assurance.
The move comes in response to a troubling trend: gold jewellery sales volumes fell by 60% in June, marking the steepest decline since the pandemic. By adding a more affordable purity to the mix, the government hopes to stimulate demand and restore momentum in the domestic gold market.
Officials say the expansion of hallmarking is designed not just to increase affordability, but to reinforce consumer confidence in gold purchases by ensuring standardised purity and transparency. For jewellers, the new standard offers greater design and pricing flexibility, enabling them to serve a wider range of customers without compromising trust.
With gold prices hovering near record highs, the inclusion of 9K in the hallmarking framework could prove timely in attracting first-time buyers and reviving sentiment in a key pillar of India’s retail and cultural economy.