ICRA estimates jewellery demand to decline by 35 percent in FY21

Gold jewellery sales are expected to decline by 35 percent in volume terms this fiscal, hit by the Coronavirus pandemic and high prices, according to a report, ICRA.

The demand is likely to see a rebound in the second half of this financial year after a poor performance in the first two quarters, rating agency ICRA said.


“Changed consumer social distancing habits and limitations on social events will slacken the pace of recovery. We maintain a negative outlook on the gold jewellery retail industry, considering the over 35 percent volume contraction likely in FY21,” ICRA Vice President K Srikumar said.

“Retailers are now banking on the typically strong festive period and wedding season demand to ease the H1 FY21 pain. Accordingly, they expect the demand sentiments to rebound in Q3 and Q4 of this financial year.

“Expectations of a further rise in gold prices, shifting preferences towards gold as an asset class, better rural demand, are other factors supporting a demand revival,” Srikumar added.

The supply chain disruption and restrictions over movement of non-essential goods in April and May resulted in jewellery demand falling sharply by 74 percent during the first quarter of FY21. Sales linked to Akshaya Tritiya was lost and the sharp rise in gold prices further dented the consumer sentiments, he added.

Gold jewellery demand fell sharply by 41 percent during the fourth quarter of FY20, affected by the lockdown in the critical last two weeks of March. This was further widened by the country-wide shutdown of retail stores during the first few months of the current fiscal, Srikumar observed.

Demand also remained weak in the second quarter, declining 48 percent year-on-year with a sustained rise in gold prices and extended lockdown in key metro cities like Chennai and Mumbai, he said.

The revenue share of studded jewellery declined compared to last year, given the rising preference for gold jewellery amid the rapid increase in gold prices, while the share of exchange of old gold by customers increased in the current year, the report pointed out.

According to the ICRA report, despite continuing pandemic related uncertainties, almost all retail showrooms have opened and footfalls have improved in the last 2-3 months following the easing of lockdown.

There is a shift in consumer behaviour affecting shopping habits as well as in consumer spending between product categories

“The lending to the gems and jewellery sector continues to remain cautious. However, the sector’s long-term outlook remains favourable supported by cultural underpinnings, an evolving lifestyle, growing penetration of organized sector,” Srikumar added.