PNN
New Delhi [India], January 30: The Indian astrological gemstone market has witnessed rapid growth over the years, with new players entering the space almost daily. However, this expansion has also brought challenges–ranging from inconsistent quality standards to a lack of consumer awareness around gemstone authenticity. In such a landscape, trust has emerged as the single most important factor influencing buying decisions.
Industry experts point out that one of the biggest concerns for buyers is the widespread circulation of heated, treated, reused, or altered gemstones, often sold without adequate disclosure. Many consumers remain unaware that such practices can significantly impact both the astrological effectiveness and intrinsic value of a gemstone. As a result, education and transparency have become critical in shaping long-term credibility within the sector.
Commenting on this, Mr. Pankaj Khanna, Founder Chairman, Khanna Gems Private Limited, said, “Astrological gemstones are deeply connected with belief and faith, which makes transparency non-negotiable. When customers are educated about what they are buying, trust naturally follows, and that trust sustains the industry in the long run.”
A small number of legacy organisations have historically taken a firm stand on quality-first practices, prioritising long-term trust over short-term sales. Among them, Khanna Gems Private Limited, established in 1987, is often cited for maintaining consistent standards over nearly four decades. The company has been vocal about its refusal to engage in practices such as selling used gemstones or offering discounts that could compromise perceived value or authenticity.
Unlike many market participants who rely heavily on aggressive marketing, cold calling, or price-led promotions, Khanna Gems has followed a quieter, quality-driven approach. The organisation has consistently emphasised that astrological gemstones should be evaluated based on their natural origin and originality rather than price incentives. This philosophy has resonated with customers who prefer informed decision-making over impulse purchases.
Another notable shift within the industry has been the growing emphasis on consumer education. Concepts such as gemstone treatments, artificial enhancements, and structural alterations were rarely discussed openly in the past. Companies that took early steps to explain these distinctions helped set benchmarks for ethical practices. Khanna Gems is often referenced as one of the early proponents of this transparency-driven approach.
Sharing his perspective, Mr. Aaradhya Khanna, Director & CEO, Khanna Gems Private Limited, said, “The future of the astrological gemstone industry lies in informed choices. When customers understand the difference between natural and treated gemstones, it raises the overall standard of the market and protects long-term credibility.”
Over time, such practices have contributed to a growing preference for brands that rely on reputation and referrals rather than promotional tactics. In an industry where belief, faith, and authenticity are deeply intertwined, customers tend to return to establishments they perceive as reliable and principled.
As the astrological gemstone sector continues to evolve, the focus is gradually shifting from volume-driven sales to credibility-led growth. Businesses that invest in educating consumers and safeguarding quality are more likely to sustain relevance in the long run. The enduring presence of legacy players like Khanna Gems Private Limited highlights how consistency, integrity, and informed practices continue to shape trust in a highly sensitive and belief-driven market.
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