Gold Remains Top Choice for Young Indian Investors

Gold continues to be very popular among young Indians, with 62% of Gen Z and Millennials considering it the safest investment option. Even though the way young people buy gold is changing, trust in the yellow metal remains strong.

A survey by Smytten PulseAI, conducted with 5,000 young Indians aged 18 to 39, shows that younger buyers are now making smaller, independent purchases based on personal milestones like first salaries, birthdays, or other achievements, rather than following family traditions. About 66.7% of respondents said that their gold purchases are now mainly personal decisions, showing a shift from traditional family-led buying habits.

The survey also found that most recent gold purchases were under 5 grams, with 61.9% of respondents buying small amounts. This shows that young Indians are treating gold as a flexible investment and savings tool that can grow over time, instead of only as a traditional or ceremonial asset.

Even with easy access to other modern investment options like mutual funds, stocks, digital assets, and fixed deposits, gold remains the preferred choice when safety is the main concern. The survey revealed that if respondents had ₹25,000 to invest today, 61.9% would choose gold, far higher than mutual funds (16.6%), fixed deposits (13%), stocks (6.6%) or cryptocurrencies (1.9%).

During times of economic uncertainty, gold is especially valued. About 65.7% of young investors said gold feels like the safest option, showing its continuing role as a reliable financial backup for both Gen Z and Millennials.

Overall, the survey highlights that gold remains a strong and trusted investment for young Indians, but the way it is bought is becoming more personal, pragmatic, and flexible than ever before.