Gold to stocks: Dhanteras gets a digital makeover this Diwali

Hyderabad: For generations, Dhanteras has been synonymous with gold.

The festival marks the beginning of Diwali. Buying gold, silver, or utensils is believed to bring prosperity. But the modern Indian investor’s definition of dhan, wealth, is no longer limited to metal.

Today, Dhanteras is as much about long-term financial planning as it is about tradition. While jewellery stores still see crowds, an increasing number of people are choosing to invest digitally, in mutual funds, stocks, or even art. The symbolism of “buying something valuable” endures, but its form is changing rapidly.

From Jewellery Stores to Investment Apps

According to data from financial services firms, Dhanteras now witnesses a surge not only in gold sales but also in mutual fund SIP registrations and equity investments. This shift is being driven largely by younger investors.

“Gold remains deeply cultural, but younger Indians prefer assets that appreciate faster or generate returns,” Radhika Gupta, CEO of Edelweiss Mutual Fund, told NewsMeter. “For many, buying a SIP or ETF on Dhanteras feels just as auspicious as buying jewellery. It’s a way to modernize tradition.”

The availability of digital gold, sovereign gold bonds, and fintech platforms that allow users to invest with a few taps has transformed accessibility. People can now buy as little as ₹100 worth of gold online, symbolic yet financially practical.

The New Faces of ‘Auspicious’ Wealth

Beyond digital investments, Dhanteras has become an occasion for purchasing assets that align with personal goals.

1. Start-up Equity & Digital Gold: Professionals and entrepreneurs are using the day to buy equity stakes or invest in start-ups through crowdfunding platforms.

2. Art & Collectibles: For the urban upper-middle class, Dhanteras is now a day to acquire something unique, art, vintage watches, or even limited-edition sneakers.

3. Technology & Skill: Many see buying a laptop, camera, or an online course as a form of investment in self-growth.

“Prosperity doesn’t only mean accumulation,” says Nandita Iyer, behavioural finance researcher. “Younger Indians view it as progress in health, education, or experiences. Dhanteras provides a symbolic anchor for that intention.”

Digital Gold: Faith Meets Fintech

The rise of digital gold is perhaps the clearest reflection of this evolving mindset. It offers the comfort of owning gold without the concerns of storage or purity.

Platforms like PhonePe, Paytm, and Groww report a spike in gold transactions during Dhanteras week.

“Digital gold bridges the gap between ritual and rationality,” explains Anuj Kacker, fintech expert. “It satisfies the emotional need for a gold purchase while aligning with financial prudence.”

Sovereign Gold Bonds (SGBs), launched by the Government of India, have also gained traction as they offer interest along with exposure to gold prices, something physical gold doesn’t provide.

The Sustainability Question

While gold remains symbolic, there’s growing awareness about its environmental and ethical footprint. Mining, refining, and transport all contribute to emissions and waste.

“Sustainable investing is becoming a conversation even during festivals,” says Kavita Krishnan, ESG investment consultant. “Some families now dedicate a portion of their Dhanteras spending to green mutual funds or renewable energy portfolios. It’s still rare, but it’s a sign of cultural evolution.”

This redefinition of “auspicious buying” expands prosperity from the personal to the planetary, aligning traditional faith with modern responsibility.

A Generational Shift in Rituals

In many Indian homes, gold coins and utensils still grace the puja plate. But right after lighting the lamps, someone might also log in to make a SIP contribution or transfer funds to a retirement corpus.

A 2024 survey by an investment advisory firm found that over 60% of millennial and Gen Z respondents associated “auspicious purchases” with long-term assets rather than luxury goods.

This shift doesn’t reject tradition; it adapts it. As Krishnan puts it, “Festivals evolve with the economy. Just as the bazaar once defined wealth in physical terms, today’s digital marketplace defines it through access and foresight.”

The Meaning of Dhan in 2025

Dhanteras continues to celebrate the pursuit of wealth, but wealth itself is being redefined. From physical assets to intangible investments, knowledge, health, and digital portfolios, Indians are broadening the idea of what it means to be prosperous.

For some, gold will always remain the truest symbol of abundance. For others, a well-balanced portfolio, an online certification, or even a contribution to a clean-energy fund feels just as “shubh.”

The ritual endures, not because it resists change, but because it absorbs it.