Welcome to ET Deep Dive

Selling Heirloom Gold

Milestones Over Sentiment

Data Shows a Shift

Young Investors Cash In

Family Gold Funds Dreams

Retailers Push Exchanges

Does Gold Still Matter

Who Wins the Deal

Smuggling and Black Money

Closing Thoughts and Credits

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.

<p>Gold has always been India&rsquo;s emotional anchor &mdash; 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&rsquo;s US master&rsquo;s degree and his father&rsquo;s new business. We unpack the data behind the shift &mdash; jewellery demand falling as investment demand in bars and coins rises &mdash; and ask who really benefits when old gold gets recycled: the customer, or the jeweller.<br>Lijee Philip and Shantanu Nandan Sharma report, Anirban Chowdhury narrates.</p>

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