The short answer
- Insist on a hallmark with HUID and check the HUID in the BIS CARE app when the piece arrives (how to verify a HUID). Hallmarking is mandatory for gold jewellery in notified districts.
- Weigh it. The invoice should state gross weight, net gold weight and purity. A small kitchen or jewellery scale will show a large discrepancy at once.
- Read the return and exchange terms for that item before paying. Custom, engraved and resized pieces are often excluded.
- “Zero making charges” rarely means a lower total. Compare the full price for the same net weight and purity.
- EMI: a 2013 report said banks had been asked not to convert credit-card purchases of gold jewellery into EMIs (Business Standard, 2013). That is a historical report; we could not confirm the current rule. Check your card issuer’s current terms before relying on EMI.
- Ask about buy-back and exchange in writing: the rate, the deduction and whether the original invoice is needed.
Before you order
| Check | Why it matters |
|---|---|
| The seller’s identity: legal name, address, GSTIN, customer care | E-commerce entities must display their legal name, address and customer-care details (rule 4); the GSTIN appears on the tax invoice. You need these for any dispute |
| Hallmark stated, with purity (for example 22K916) and HUID on the product | Confirms purity; the HUID lets you check it independently |
| Gross weight, net weight and stone weight | Gold value depends on net weight; stones are not gold |
| Price breakdown: gold rate, making charge, stone charge, GST | Lets you compare offers and check the invoice later |
| Return, exchange and refund terms on the product page | Online sellers often vary terms by item |
| Buy-back or exchange policy | What you will get back later |
| Delivery and insurance | Who bears the risk until you receive the parcel |
The Consumer Protection (E-Commerce) Rules, 2020 require e-commerce entities to display their legal name, address and customer-care details, and information on returns, refunds and grievance redressal “in a clear and accessible manner” (E-Commerce Rules). Our guide to marketplaces vs sellers’ own websites explains who is responsible for what.
“Zero making charges” and other offers
A gold price has three main parts: gold value (net weight × rate for the purity), making charges, and 3% GST on the total (West Bengal Commercial Taxes, GST FAQ). An offer that removes one part may raise another.
| Offer | What to check |
|---|---|
| “Zero making charges” | Is the gold rate higher than the day’s reference rate? Is the offer limited to plain designs? |
| “Flat ₹X off” | Compare the final total, not the discount |
| “Lowest gold rate” | Is it for 24K or 22K? Including or excluding GST? |
| Free coin or gift | Is its value reflected elsewhere in the price? |
Our guide to why gold rates differ shows how to compare two quotes like for like.
On the day the parcel arrives
- Inspect the outer packaging before accepting. Photograph any damage or signs of tampering.
- Record a continuous unboxing video, showing the sealed parcel, the label and the item.
- Check the hallmark on the piece: the BIS mark, purity and HUID.
- Verify the HUID in the BIS CARE app. The app shows the article type and purity recorded for that HUID.
- Weigh the piece and compare it with the invoice. Small differences can come from scale accuracy; a large one is a problem.
- Compare with the listing: design, size, stones and finish.
- Keep the invoice, box and tags until the return window has closed.
If something is wrong
The weight is less than the invoice, or the HUID does not match. Write to the seller the same day with photos, the video, the weight reading and the order number. Under the E-Commerce Rules, a seller “shall not refuse to take back goods… or refuse to refund” goods that are “defective, deficient or spurious” or “not of the characteristics or features as advertised or as agreed to”. If the seller does not resolve it, contact the National Consumer Helpline (1915) and, if needed, file with a consumer commission.
A HUID that does not verify, or shows a different article type or purity, is a serious issue. Report it to the seller and keep the piece unchanged. BIS also runs complaint channels through its consumer portal and the BIS CARE app.
Delivery damage or a missing item. Report within the seller’s deadline with the unboxing video and photos of the packaging.
Returns, exchanges and buy-back
Online jewellers’ terms vary, and many vary by item. Questions to answer in writing before you pay:
- How many days do I have, counted from when?
- Is it a refund to my payment method, or an exchange or store credit?
- Are making charges and GST refunded, or deducted?
- Are custom, engraved or resized pieces excluded?
- What is the buy-back or exchange rate later, and is it based on the day’s gold rate for the tested purity?
- Do I need the original invoice and certificate?
For how old gold is valued when you exchange or sell, see our old gold guide.
EMI and payment
- EMI on gold (historical report): in 2013, Business Standard reported that banks had been asked not to convert credit-card gold purchases into EMIs, as part of measures then in place to curb gold demand (Business Standard, 2013). We could not find the current RBI position, and card issuers’ terms vary. Ask your bank or card issuer, in writing, whether jewellery purchases are eligible for EMI today.
- Pay traceably and keep the confirmation, invoice and payment record.
- Never share OTPs or PINs, and use the official site or app. If money is taken without authorisation, tell your bank at once and report it on the cybercrime helpline 1930; see our online buying checklist.
FAQ
Is it safe to buy gold jewellery online in India?
It can be, if the seller is identifiable, the piece is hallmarked with a HUID you verify on arrival, the weight matches the invoice, and the return and buy-back terms are clear in writing.
Can I buy gold jewellery online on EMI?
Ask your card issuer. A 2013 report said banks had been asked not to convert credit-card gold purchases into EMIs; we could not confirm whether that still applies, and issuers’ terms vary.
Is “zero making charges” really cheaper?
Not necessarily. The seller may use a higher gold rate or limit the offer. Compare the total price for the same net weight and purity.
What can I do if my online gold order weighs less than the invoice?
Record the weighing, write to the seller the same day with evidence, and ask for return and refund. Goods “not of the characteristics… as advertised” must be taken back under the E-Commerce Rules. Escalate to the National Consumer Helpline if needed.
What is a typical gold jewellery return policy?
It varies by seller and often by item. Ask how many days you have, whether it is a refund or exchange, what is deducted, and whether custom pieces are excluded.
Sources
- Ministry of Consumer Affairs: Consumer Protection (E-Commerce) Rules, 2020 (gazette copy via LiveLaw), rules 4, 6 and 7, checked 11 October 2026.
- Directorate of Commercial Taxes, West Bengal: FAQ on Gems & Jewellery under GST (3% on the total value), checked 11 October 2026.
- Business Standard (2013, historical): Now, you can’t use credit card to buy gold jewellery on EMIs, checked 11 October 2026.
- National Consumer Helpline: consumerhelpline.gov.in, checked 11 October 2026.
Related reading
- Buying gold jewellery: karat purity, BIS hallmark and HUID, making charges and care
- HUID number: what it is, where to find it and how to verify it in BIS Care
- Buying jewellery online safely: a checklist for listings, payment, delivery and returns
- Selling or exchanging old gold jewellery in India: how it is valued and what to check
