Has the Indian government taken the shine off gold?
16 February 2014 Last updated at 07:02 GMT
Indians have traditionally seen gold as the safest form of investment and a sign of prosperity and good luck.
In fact, the government introduced strict rules because the precious metal was being bought in such volumes.
And the latest data shows demand has fallen by about one-third in recent months.
Sameer Hashmi reports from Bangalore on India's special relationship with gold.
Watch India Business Report