High Prices Forcing Gold Buyers To Look Beyond Jewellery

This Akshaya Tritiya, instead of simply adding another gold ornament to the locker, consider planting the seeds of future wealth through property. Whether it’s a home, a plot of land, or a share in a commercial building, real estate embodies the true spirit of Akshaya—an asset that never diminishes

As India prepares to celebrate Akshaya Tritiya on April 30, tradition encourages investments that symbolize prosperity and long-term growth. For generations, this has meant buying gold. However, with gold prices now crossing Rs 99,000 per 10 grams, many investors are beginning to explore alternative avenues—chief among them, real estate.

Derived from the Sanskrit word Akshaya, meaning ‘never diminishing,’ Akshaya Tritiya is believed to be an auspicious time to embark on new ventures. Traditionally, gold purchases have marked the occasion, symbolizing wealth, stability, and good fortune. Yet in 2025, changing economic dynamics are encouraging a broader, more diversified approach to investment.

Why Real Estate?

While gold carries immense emotional and cultural value, it is fundamentally a passive asset—offering little beyond its resale worth. Real estate, on the other hand, is a functional investment, providing both capital appreciation and rental income. With urbanization accelerating and housing demand surging across India, property is increasingly being seen as a powerful tool for long-term wealth creation.

In states like Gujarat and Maharashtra, people are beginning to view homes and land not just as physical assets, but as strategic financial instruments. Real estate companies have even launched campaigns encouraging customers to ‘Think Beyond Jewellery,’ promoting the idea that buying property on Akshaya Tritiya can beautifully align tradition with modern financial growth.

Today, investing in property is more accessible than ever. Fractional ownership platforms and Real Estate Investment Trusts (REITs) allow investors to start small, making real estate an appealing option for younger buyers who may not yet have the means to purchase an entire property outright.

Home loans also make real estate a practical choice. Unlike gold purchases—often credit-funded and prone to value fluctuations—property investments build equity over time, while offering tax benefits under Sections 80C and 24(b) of the Income-Tax Act.

Tier-II and Tier-III cities like Indore, Surat, Coimbatore, and Lucknow are witnessing a boom in real estate activity, fuelled by government initiatives and major infrastructure developments. Meanwhile, niche segments such as holiday homes, senior living communities, and student housing are capturing the attention of savvy investors.

Tradition Meets Evolution

Gold will undoubtedly continue to hold a cherished place in Indian households, especially during festivals like Akshaya Tritiya. But today’s investors are increasingly recognizing that real estate offers a more dynamic and rewarding path to prosperity—one that grows over time and can be passed down through generations.

This Akshaya Tritiya, instead of simply adding another gold ornament to the locker, consider planting the seeds of future wealth through property. Whether it’s a home, a plot of land, or a share in a commercial building, real estate embodies the true spirit of Akshaya—an asset that never diminishes.

Happy Akshaya Tritiya!

(The author is former Chief Editor, The Hans India)