What India Wants to Buy Next: Diamonds Lead the Luxury Wishlist, New Consumer Index Finds

New Delhi, Oct 14: What are Indian consumers really looking for when it comes to luxury? New research from A Diamond is Forever, India’s Most Desired Luxury Purchases, ranks the country’s top 10 luxury categories, revealing not only what captures consumer desire, but how that desire translates into search, social conversation and purchase intent. 

The research finds diamond and fine jewelry at the top of India’s luxury wishlist, with a score of 68.22 out of 80, followed by luxury cars at 65.5, luxury watches at 64.9, designer fashion at 62 and premium technology and electronics at 61.2. 

But the overall ranking tells only part of the story. Looking across the individual measures reveals distinct patterns in how Indians engage with luxury: luxury cars lead on geographic reach, watches command the strongest commercial intent, diamonds see the highest transactional intent, while luxury travel records the fastest growth in social conversation. 

The India’s Most Desired Luxury Purchases Index examines ten major luxury categories across eight measures of consumer interest and intent, offering a broader view of what luxury means to Indian consumers today. 

Diamonds lead India’s luxury wishlist 

Diamond and fine jewelry ranks first, with a score of 68.2/80. 

The category records 147,720 searches, including 81,930 commercial searches and 13,720 transactional searches. Its transactional-intent rate stands at 9.3% - the highest among the categories measured. 

Beyond the numbers, the research identifies a distinctive combination of emotional resonance, cultural relevance and lasting value behind jewelry's position at the top. From milestone purchases and wedding jewelry to gifting and heirlooms, fine jewelry occupies a space where personal meaning and perceived long-term value meet. 

Luxury cars combine scale, momentum and national reach 

Luxury cars rank second, scoring 65.5/80, with 483,310 searches, including 235,970 commercial searches. 

The category records a 9.5/10 score for geographic reach, the highest in the research, pointing to strong search interest across regions of India. It also records a 12-month average search trend score of 0.76, highlighting sustained consumer interest. 

The research positions luxury cars as a category associated with status and craftsmanship, but one that is experienced differently from jewelry: fewer, higher-value purchases that often become significant personal or family milestones. 

Watches command the strongest commercial intent 

Luxury watches rank third overall at 64.9/80 but emerge as the strongest category when it comes to commercial intent, scoring 10/10 on the measure. 

The category generated 250,230 searches, of which 202,470 were commercial searches. That means 80.9% of its search volume carried commercial intent, the highest proportion recorded across the categories. 

Luxury-watch conversations also grew 25% year-on-year, reflecting continued interest in heritage timepieces, craftsmanship, collecting and the appeal of more discreet forms of luxury. 

Luxury travel is the fastest-growing social conversation 

Luxury travel ranks eighth overall, with a score of 59/80, but its individual metrics tell a different story. 

The category scores 9/10 for consumer desirability and 9.5/10 for social reach, while conversations around luxury experiences grew 65% year-on-year- the strongest social growth recorded across the categories in the research. 

The finding points to the growing role of experiences within India’s luxury landscape, with consumers engaging with premium hotels, resorts, international travel and high-end holidays alongside more traditional luxury purchases. 

Designer fashion has the biggest search footprint 

Designer fashion ranks fourth overall at 62/80, while recording 781,000 searches- the largest search volume among the categories measured. 

Of these, 247,140 searches were commercial and 36,440 were transactional. Luxury-fashion conversations also grew 16% year-on-year, reflecting the category’s strong connection to celebrity, influencers, visual culture and festive and occasion-led dressing. 

Its position highlights the role of luxury fashion as a form of immediate self-expression, with consumers able to use clothing and accessories to signal identity, taste, and cultural relevance. 

Premium technology brings luxury into everyday life 

Premium technology and electronics complete the top five, scoring 61.2/80. 

The category generated 243,160 searches, including 109,500 commercial searches and 12,900 transactional searches. It also recorded strong recent search momentum. 

From premium smartphones and computers to audio devices and wearables, technology represents a different expression of luxury, one centered on design, performance and seamless everyday utility. 

Unlike categories such as jewelry and watches, premium technology has shorter product lifecycles. Yet its integration into work, entertainment, and everyday living has made high-end technology an increasingly important part of luxury conversation. 

India’s Most Desired Luxury Purchases: Top 10 

To explore the complete findings, category-level insights and methodology, visit the India’s Most Desired Luxury Purchases research