Gold demand during Akshaya Tritiya, celebrated on April 19, 2026, was muted as record-high prices deterred jewellery purchases, despite a modest increase in investment demand. Gold prices reached approximately $4,861 per ounce, a significant rise from $5,594.82 per ounce recorded earlier in the year. According to Amit Modak, chief executive of PN Gadgil and Sons, while consumers held back on jewellery purchases, spending increased in value due to elevated prices. In India, gold futures closed at ₹154,609 per 10 grams, nearly 63% higher than during the last Akshaya Tritiya festival. Demand was notably lower across most of the country, with exceptions in some southern states, as reported by Surendra Mehta of the India Bullion and Jewellers Association. Retail buyers are increasingly opting for gold coins, which are easier to liquidate, while jewellers are offering discounts to attract customers. The changing buying patterns indicate that consumers are now purchasing gold throughout the year rather than solely during festivals.