Positive impactStocks
India’s new wealth rituals: What are millennials and Gen Z buying on Dhanteras?
Economic Times 1 hr ago·6 Nov 2026, 6:21 am
Dhanteras, the auspicious festival marking the start of Diwali, has traditionally been a time for buying physical gold. However, a notable shift is emerging among younger investors. Rather than purchasing tangible jewelry, many millennials and Gen Z are using the occasion to kickstart or expand their digital investment portfolios. This trend reflects a broader move toward financial modernization, where the focus remains on wealth creation and security, but the methods are increasingly digital.
This shift is significant for the market as it signals a growing comfort level among retail investors with digital assets. The embrace of gold exchange-traded funds (ETFs), mutual funds, and even cryptocurrencies suggests that the definition of a 'safe haven' asset is evolving. It highlights a transition from traditional, tangible savings to diversified, technology-driven financial strategies.
For investors, this trend suggests a maturing retail investor base that is more willing to explore new avenues. While the core goal of building long-term wealth remains unchanged, the tools of the trade are becoming more sophisticated. Investors should keep an eye on how this digital-first approach influences trading volumes and the popularity of fintech products in the coming months.
Key takeaways
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