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India’s 24K Love For Gold: Why Desis Still Trust Sona Over Stocks

TOI.in / May 22, 2026, 22.17 PM IST

India’s relationship with gold is deeper than investment — it’s emotion, tradition, security and status rolled into one shiny metal.From hidden temple treasures and wedding jewellery to Gold ETFs and digital gold apps, India’s centuries-old obsession with sona is evolving with every generation.Did you know Indian households collectively hold around $5 trillion worth of gold? Or that Indian women own more gold than the reserves of the US, Germany, Switzerland and the IMF combined?

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