62% young Indians stick to gold as top investment choice: Survey

Gold continues to reign supreme as the preferred investment for India's youth, outpacing modern financial options like mutual funds and stocks, according to a new survey of young consumers.

The Smytten PulseAI survey, which polled 5,000 individuals aged 18-39, found that 62% of respondents picked gold as their top investment choice. Even with Rs 25,000 to invest today, 61.9% would opt for the yellow metal, dwarfing mutual funds (16.6%), fixed deposits (13%), stocks (6.6%), and cryptocurrency (1.9%).

The findings highlight a shift among Gen Z and Millennials from tradition-driven buys to personal, logic-based decisions. Notably, 66.7% said their gold purchases are individual choices, not family-influenced.

Recent buying patterns reflect this evolution: nearly 62% of the latest purchases were under 5 grams, with 27.5% below 2 grams and 34.4% between 2-5 grams. This points to smaller, more frequent investments rather than large, occasion-based ones.

In times of economic uncertainty, 65.7% viewed gold as safer than bank savings, mutual funds, or equities, reinforcing its role as a reliable fallback.

First-time buyers are also diversifying triggers beyond weddings -- 24% cited their first salary or personal income, while 23.9% made an deliberate investment decision.