Titan leans on silver as gold rally hits entry-level buying

Soaring gold prices are squeezing Titan Company Ltd’s price-sensitive customers, prompting the Tata Group firm to double down on studded silver jewellery to defend growth in its sub-₹1 lakh segment.

- Vaeshnavi Kasthuril

The pressure is most visible at its youth-focused brands CaratLane and Mia by Tanishq, where demand is showing signs of strain as gold becomes less affordable. Titan is expanding design-led silver offerings to retain entry-level buyers, rather than relying only on lower-carat gold or pricing tweaks.

The shift underscores a broader pivot underway in India’s jewellery market: as gold prices climb, consumers—particularly younger buyers—are becoming more experimental, gravitating towards lighter, lower-ticket categories such as silver and silver-studded pieces.

Gold is trading at around ₹1.5 lakh per 10 grams on the MCX, up sharply over the past year, while silver is hovering around ₹2.35 lakh per kg, indicating a widening affordability gap between the two metals.