Mumbai, February 14 Gold remains the most trusted investment for young Indians, even with increasing access to modern financial products, with 62 per cent of respondents choosing the metal as their first investment choice, according to a survey.
The survey also revealed that 66.7 per cent of respondents stated that their gold purchases are largely personal decisions, and nearly 62 per cent stated that their most recent gold purchase was below 5 grams, indicating the changing way that Gen Z and Millennials view gold.
The Smytten PulseAI survey, conducted with 5,000 consumers aged between 18-39, captured how traditional buying is gradually giving way to a more individual, logic-driven approach.
According to the survey, 61.9 per cent of respondents would choose gold if they had ₹25,000 to invest today, far ahead of mutual funds (16.6 per cent), fixed deposits (13 per cent), stocks (6.6 per cent), and crypto (1.9 per cent).
During times of economic uncertainty, 65.7 per cent said gold feels like the safest option compared to bank savings, mutual funds, or equities, it stated.
These findings highlight gold's enduring role as a financial fallback for both Gen Z and Millennials.
The survey pointed to a clear shift away from large, infrequent purchases towards smaller, more regular purchases, as 61.9 per cent of recent purchases were below 5 grams, with 27.5 per cent buying less than 2 grams and 34.4 per cent buying between 2 and 5 grams.
For many first-time buyers, entering the gold market is no longer limited to weddings. Nearly 24 per cent said their first gold purchase was triggered by their first salary or personal income, while 23.9 per cent cited an investment decision.