Gold has traditionally been regarded as a secure and culturally significant investment avenue among Indian households, particularly within middle-class families. This study aims to examine the key factors influencing investment in gold among middle-class families in Coimbatore city. The research focuses on demographic characteristics, socio-economic conditions, and behavioral aspects that drive gold investment decisions. A mixed-method approach is adopted, combining primary data collected through structured questionnaires and interviews with secondary data from relevant literature.The study identifies major influencing factors such as income level, savings pattern, cultural beliefs, risk perception, inflation hedging, and financial literacy.