Silver Became Too Expensive to Gift. This Brand Built the Answer – and India Agreed

Walk into any Indian wedding, housewarming, or Diwali gathering and you’ll find the same thing: a pile of gift-wrapped boxes that all look roughly the same. Dry fruits. Hampers. The occasional candle set. Safe gifts. Forgettable gifts.

Ask the person giving them what they actually wanted to give, and the answer is almost always something different. Something with meaning. Something the other person would hold on to.

That feeling –  wanting to give more than a hamper but not quite knowing how – is exactly what Dev Aastha was built for.

Silver in India: From Every Occasion Gift to Out-of-Reach Metal

For generations, silver was the go-to meaningful gift in Indian households. A small idol, a coin, a piece that carried a blessing – it didn’t need to be expensive to be significant. But over the last three years, that changed fast.

In 2022, silver in India was trading at around ₹60,000 per kg. By 2024, it had crossed ₹1 lakh. In 2025 and into 2026, prices have held high and crossed ₹2,80,000 per kg – driven by global demand and a weakening rupee. For most Indian families, gifting solid silver is simply no longer practical. A small idol that once was so pocket friendly, now runs into a couple of thousands.

The desire to give silver hasn’t gone away. The affordability has. And that gap  – between what people want to give and what they can actually spend – is growing every year.

Spiritual Home Decor Online India: Why Silver-Plated Is the Category Everyone Is Turning To

This is exactly where silver-plated spiritual decor stepped in. Same look. Same feeling. Same cultural and Vastu significance. A fraction of the price.

This category has grown rapidly over the last two years on Indian e-commerce, as buyers – many of them young, urban, and design-conscious – started looking for sacred pieces that fit their homes without stretching their budgets. A silver-plated Ganesha on a shelf in a home. A Kamdhenu cow gifted at housewarming. A Shankh chosen for a colleague’s Diwali. These aren’t just decorative choices. They’re intentional ones, rooted in Vastu wisdom and Sanatan tradition.

Dev Aastha didn’t create this demand. It simply arrived – with fifteen years of craft behind it – at exactly the right time.

Silver Home Decor Gifts: The 15-Year Craft Story Behind Dev Aastha

Roshan Mittal has been in the business of sacred silver for over fifteen years. Long before D2C was a term anyone used, he was quietly building one of the most trusted B2B silver manufacturing operations in Delhi — supplying silver coins, silver-plated idols, and ritual objects to retailers and jewellers across the country.

No marketing. No social media. Just craft that spoke for itself, and a reputation built one relationship at a time. Roshan’s work became the backbone of what Dev Aastha is today: every piece that leaves a warehouse still carries that same standard of quality, because he still oversees every part of it.

“This business was built on one belief – that sacred objects deserve to be made well. That hasn’t changed. What’s changed is the number of homes we can now reach.”- Roshan Mittal, Co-founder, Dev Aastha

Second Generation, First Movers: How Two Corporate Veterans Took Dev Aastha Online

Apoorv Mittal and Anubha Gaur each spent close to a decade in the corporate world – working in technology, enterprise, and brand building – at a time when digital transformation and AI were changing how businesses operate. They weren’t just watching that shift happen. They were in the middle of it.

When they decided to bring Dev Aastha online, they came with that full toolkit. A D2C website. Amazon as a growth lever. Data-driven decisions on product, pricing, and positioning. And a clear understanding of what modern Indian consumers – spiritual but design-conscious, traditional but online-first – actually want.

The result was a second-generation business that kept everything that made the original great – the craft, the quality, the deep product knowledge – and built a modern brand around it.

“We grew up watching this craft being built with so much care. Bringing it to people who’ve never had access to it – that’s what drives us.”- Apoorv Mittal, Co-founder, Dev Aastha

Dev Aastha on Amazon India: 50,000+ Orders, 4.5+ Ratings, and Customers Who Keep Coming Back

The growth on Amazon India tells its own story. Dev Aastha has crossed 50,000 orders in the last 6 months, holds an average product rating of 4.5 stars, and has five products sitting in the top 20 ranks in the idols category. More telling than any of those numbers: a significant share of orders are repeat buyers – people who received a Dev Aastha piece as a gift and came back to give the same feeling to someone else.

It isn’t driven by aggressive discounts but is driven by what happens after the box is opened. The premium silver plated finish, the aesthetic premium velvet gift ready packaging. The story card inside that explains what’s been given and why it matters. The unboxing feels like a ritual – and that’s completely intentional.

“We’re not just selling decor. We’re changing what people think is possible to give — something made with real craft, that transforms a space and tells someone they were worth thinking about.”— Anubha Gaur, Co-founder, Dev Aastha

Meaningful Gifting India: The Market Is Only Getting Bigger

Silver prices aren’t coming down. The occasions to give — weddings, housewarmings, Diwali, new beginnings — aren’t going anywhere either. And the desire to give something that actually means something? That’s as strong as it’s ever been.

Dev Aastha sits at the intersection of all three: a fifteen-year craft legacy, a brand built by people who understand modern India, and a category that is growing with every festival season. The sacred was never out of fashion. It just needed to be made accessible again.

Dev Aastha is available on Amazon India and at devaastha.com