New Delhi, May 9 -- Gold prices are flirting with the Rs.100,000 per 10gm mark, making many Indian consumers rethink their jewellery purchases, a trend that could impact retailers like Titan Co. Ltd. In its March quarter (Q4FY25) earnings call, the management noted that consumer sentiment has been particularly affected in the sub- Rs.50,000 price band, especially for gold items, with some impact seen in studded jewellery as well.

One reason is that as gold prices rise, some products previously priced under Rs.50,000 shift to a higher bracket. Against this backdrop, the company expects "more and more customers to be open to lower caratage, simply because the price point has become quite a bit."

In the higher price bands, some consumers a...