Buying gold jewellery online in India is safe when you know what to check. The bigger risk is not fraud. It is paying gold prices for something that is plated, or paying a price you cannot read or compare. This guide covers the 6 things to check on any product page before you order: purity, BIS hallmark and HUID, the live gold rate, product photos and specifications, the price breakup with GST, and the seller's return and buyback policy.
More people in India now buy gold jewellery online. The choice is wide and delivery is easy. But you cannot hold the piece, test it or ask a jeweller across the counter. So the product page has to do that work for you. These six checks show you how to read it.
1. Check the Gold Purity (Karat)
Karat tells you how much of the metal is pure gold. Pure gold is 24K. Every lower karat is gold mixed with other metals for strength.
Karat
Pure gold
Hallmark shows
24K
99.9%
24K999
22K
91.6%
22K916
18K
75%
18K750
14K
58.5%
14K585
9K
37.5%
9K375
Indian hallmarks show purity as both karat and fineness, for example 22K916, 18K750 or 9K375. A lower karat does not mean fake gold. A 9K piece marked 375 is real gold. It is harder, more scratch resistant and cheaper than 22K. The only rule is to compare prices at the same karat.
What to check: The listing should state the karat clearly, such as "9kt solid gold" or "18kt solid gold". Words like "gold plated", "gold tone", "vermeil" or "demi-fine", or no karat at all, mean the piece is not solid gold. Plated jewellery has a thin gold layer over a base metal. That layer wears off with use, and the piece cannot be sold back for gold value.
2. Look for the BIS Hallmark and HUID
A BIS hallmark shows that a recognised centre has tested the gold. Under BIS rules, hallmarked gold jewellery carries three marks: the BIS logo, the purity in karat and fineness, and a six digit alphanumeric HUID. The HUID is unique to that one piece.
Hallmarking is compulsory in India for the notified gold grades, and 9K gold was added to that list in July 2025. Pieces under 2 grams are exempt from the rule, although some brands hallmark them anyway.
What to check:
The product page should say the piece is BIS hallmarked and carries a HUID. If it does not, ask the seller to confirm before you pay.
When the order arrives, find the HUID on the piece. Small pieces may need a magnifier. Enter it in the free BIS Care app and check that the details match what you ordered.
3. Match the Live Gold Rate
Gold prices change every day. The India Bullion and Jewellers Association (IBJA) publishes a benchmark rate twice a day, in the morning and the evening. It covers 24K, 22K, 18K and 14K, among other grades, and quotes them per 10 grams.
IBJA does not publish a separate 9K rate. To check a 9K price, divide the 24K rate by 10 to get the rate per gram, then multiply by 0.375. For example, if the 24K rate is Rs 15,000 per gram, the 9K rate should be close to Rs 5,625 per gram. That number is only an example, so use the day's real rate.
Expect a small gap. IBJA's rate is a benchmark that does not include GST or making charges, and it moves between the morning and evening sessions. A big gap is a good reason to ask the seller how they set their rate.
What to check: The product page or bill should show the gold rate per gram it used. Note that rate when you order, because it changes daily.
4. Check the Product Photos, Weight and Dimensions
A product page has to do the work a jeweller's counter normally does. Without real photos and exact numbers, you are ordering blind.
A listing that only uses generic lines like "premium quality" or "lightweight" and skips the piece's own weight tells you very little. Weight and dimensions decide how a piece actually looks and feels once it arrives, far more than the description does.
What to check: Look for multiple images from different angles, ideally a video or a 360 degree view. The listing should give the exact gross weight in grams for that specific piece, not a range shared across a collection. Dimensions such as length and width help you judge the scale of a pendant or earring before you buy, since photos alone can make a small piece look larger than it is.
5. Ask for a Full Price Breakup and GST
The price of a gold piece has three parts: the gold value, the making charges and GST. GST on gold jewellery is 3%. A proper bill shows each part as a separate line, and any stones as another line.
The gold value is the weight multiplied by the rate for that purity. Three weights show up on most bills:
Gross weight: the whole piece, including any stones or enamel.
Gold weight: the weight of the gold alloy in the piece. The gold rate is applied to this.
Net fine weight: the pure gold inside. For 9K gold it is 37.5% of the gold weight.
The rate and the weight must match. A 9K rate is applied to the gold weight. A 24K rate is applied to the net fine weight. Both give almost the same gold value, so you can use one to check the other.
What to check: The product page should show the gold rate, gold weight, gross weight, net fine weight, making charges and GST as separate lines. If you only see a final price, you cannot check the sum or compare it with another brand.
6. Verify the Seller, Then Read the Return and Buyback Policy
Check who you are paying before you check what you are buying.
GST registration: A genuine seller shows a GSTIN on the website or invoice. You can look it up on the GST portal.
Secure payment: The site should open with HTTPS and use a known payment gateway. Never pay into a personal account and never share an OTP.
Contact details: Look for a working phone number, WhatsApp or email, and a real address. Look for reviews on third party sites and social media, not only testimonials on the brand's own page.
Return and exchange policy: Check the number of days, whether they count from delivery, and whether the piece must be unworn and in its original packaging. Check whether refunds go to your bank or come as store credit, and whether making charges are deducted.
Buyback policy: A written buyback policy tells you how the seller will value your gold later. Check the rate used and what is deducted. Only real gold has value to buy back. A plated piece cannot be bought back for gold value.
Keep your invoice, hallmark details and order confirmation. You will need them if anything goes wrong.
Quick Checklist Before You Place an Order
Use this list on any gold jewellery product page.
Check
What to look for
1. Purity
Karat stated clearly, described as solid gold, not plated
2. BIS hallmark and HUID
BIS logo, purity mark and six digit HUID, verified on the BIS Care app
3. Live gold rate
Rate per gram shown, close to the IBJA 24K rate x 0.375 for 9K
4. Product photos and specifications
Exact weight and dimensions for that piece, multiple images or video, no vague claims
5. Price breakup and GST
Gold value, making charges and 3% GST as separate lines
6. Seller, returns and buyback
GSTIN, HTTPS, contact details, clear return days and buyback terms
If any of these six is missing from the product page, ask the seller before you buy.
How Carrots Jewellery Handles All Six
Every Carrots product page is built so you can run this checklist without asking anyone.
Purity: Every piece is 9kt solid gold at 375 fineness, never gold plated or filled.
BIS hallmark and HUID: Every piece is BIS hallmarked with a HUID, including pieces under 2 grams, where hallmarking is not legally required.
Live gold rate: The product page shows the 9KT gold rate per gram used for that price. The price moves with the daily gold rate.
Product photos and specifications: Every product page shows the exact gross weight and, for most pieces, the net fine weight and dimensions, alongside multiple photos of the actual piece.
Price breakup: The gold rate, gold weight, gross weight, net fine weight, making charges and 3% GST are all listed.
Seller and policies: A 48-hour return and exchange window from delivery, a lifetime gold buyback, a contact page and WhatsApp chat, and published refund and shipping policies. Carrots was founded by people who learned the craft inside a legacy jewellery brand.
Browse best sellers or shop all 9kt gold jewellery and run the checklist on any product page yourself.
Conclusion
Buying gold jewellery online in India is safe when you know what to check. Confirm the karat, look for the BIS hallmark and HUID, match the gold rate, check the product photos and specifications, read the full price breakup and check the seller's policies. If a brand cannot show these on its product page, keep looking. Real, hallmarked gold deserves a seller that stands behind it.
Frequently Asked Questions
Is it safe to buy gold jewellery online in India?
Yes, if the seller shows the karat, BIS hallmark and HUID, a full price breakup, and clear return and buyback terms. The main risks are buying plated jewellery or paying a price you cannot verify.
How do I know if gold jewellery bought online is real?
Look for the BIS logo, the purity mark and a six digit HUID on the piece. Enter the HUID in the BIS Care app and check that the details match. Also confirm the listing says solid gold, not plated.
What do 9K, 18K and 22K mean?
They show how much of the metal is pure gold. 9K is 37.5%, 18K is 75% and 22K is 91.6%. The rest is other metals added for strength. The hallmark shows the same information as fineness, such as 9K375.
What is a HUID and how do I check it?
A HUID is a six digit alphanumeric code that is unique to each hallmarked piece. Enter it in the free BIS Care app to see the details linked to that piece, such as its purity and the type of article.
How do I check the live gold rate for 9K gold?
IBJA publishes rates per 10 grams for 24K, 22K, 18K and 14K, but not for 9K. Divide the 24K rate by 10 to get a per gram figure, then multiply by 0.375 to estimate the 9K rate. A small gap from the seller's rate is normal.
What should I check in the product photos and description?
Look for multiple images from different angles and, ideally, a video. The listing should give the exact gross weight and dimensions for that specific piece, not a shared range. Be cautious of listings that use only generic words like "premium" or "lightweight" with no numbers attached.
What should a gold jewellery price breakup show?
It should show the gold rate per gram, the gold weight, the making charges, GST and the final price as separate lines. Gross weight and net fine weight should also be listed, and any stones should be a separate line.
How much GST is charged on gold jewellery?
GST on gold jewellery is 3%, charged on the gold value plus the making charges.
What is the difference between net fine weight and gross weight?
Gross weight is the whole piece, including any stones or enamel. Net fine weight is the pure gold inside it. For 9K gold, net fine weight is 37.5% of the gold weight. The gold rate must match whichever weight is used.
What should I check in the return and buyback policy?
For returns, check how many days you get, whether they count from delivery, what condition the piece must be in, whether refunds go to your bank or as store credit, and whether making charges are deducted. For buyback, check the rate used and what is deducted.
Does Carrots Jewellery show all of this on its product pages?
Yes. Every product page shows the gold rate, weights, making charges and GST as separate lines, alongside real photos and dimensions. Every piece is BIS hallmarked with a HUID, comes with a 48-hour return and exchange window, and has a lifetime gold buyback.