Record high gold prices in India are shifting consumer preferences from traditional jewellery towards gold coins, bars, and ETFs. Factors like high making charges on jewellery and gold's status as a safe-haven asset are driving this trend. While global gold prices rose 67%, Indian prices climbed 77%, outpacing stock market gains. Consumers like Prachi Kadam are opting for coins over intricate jewellery, and others like Nibedita Chakraborty are choosing lighter designs or buying less due to budget constraints.