India’s jewellery sector is stepping into the peak wedding calendar with a heightened promotional drive, as leading brands ramp up their final-quarter marketing spends—some by nearly 40 percent—in an effort to tap into a surge of buying intent. The renewed push aligns with what is projected to be one of the busiest marital seasons in recent times, triggering robust expenditure across gold, diamonds, platinum and the fast-expanding lab-grown diamond space. The sharper ad investments highlight a strategic objective: to dominate consumer attention and reinforce brand recall during a period when jewellery continues to be one of the most substantial components of wedding budgets. According to industry reports, close to 46 lakh weddings are anticipated in the coming weeks, with demand holding firm even as gold prices have seen intermittent volatility.

Category executives note a noticeable shift—rising bullion rates are encouraging younger buyers to explore platinum and lab-grown diamond options, both perceived as stylish, contemporary and value-aligned. Brands catering to these preferences are widening discovery avenues through stronger digital positioning, enhanced retail footprints and narrative-driven campaigns that echo the aspirations of modern couples. Designers are experimenting more boldly as well, merging heritage craftsmanship with minimalist aesthetics to appeal to shoppers seeking jewellery that transitions seamlessly from daily wear to festive occasions. This season has seen flagship collections reimagining classic symbols, including mangalsutras and nose rings, designed to resonate with brides who want tradition without the conventionality.

Marketing playbooks across the industry have evolved in parallel. Digital films, influencer collaborations and precision targeting are taking centre stage, with a significant portion of media budgets redirected toward platforms frequented by soon-to-wed consumers researching purchases. Meanwhile, established mediums—print, outdoor visibility, store-level activations—remain powerful in non-metro regions, where long-standing trust continues to drive decision-making. Increasingly, brands are implementing blended measurement frameworks that assess immediate indicators such as engagement, enquiries and footfalls, alongside slower-building metrics like reputation, confidence and emotional affinity—crucial factors for high-ticket categories.

With wedding expenditure rising and rivalry intensifying, Q4 has become a critical window for jewellery players to cement positioning and capture incremental share. As buyer behaviour evolves, omnichannel journeys mature and design languages shift toward versatility, this wedding season is emerging as a defining moment for the future direction of India’s jewellery landscape.