Platinum Guild rides double-digit surge as Young India seeks more than ‘Just Gold’
Subscribe to enjoy similar stories. India’s fascination with gold is legendary, but platinum is quickly carving out its own space, especially among young consumers who want jewellery to mean more than a mere “store of value." High awareness and consideration levels, sustained double-digit growth, and expanding reach into tier-2 and tier-3 towns underscore just how potent platinum’s appeal has become. Sujala Martis, consumer marketing director at Platinum Guild India (PGI), discusses the evolving consumer mindset, marketing strategies for the rare and emotive metal, and the next wave of growth.
Edited excerpts: Platinum may still feel “niche" compared to gold’s long-standing dominance, but we’ve observed strong, consistent double-digit growth. What might seem surprising is how rapidly awareness and consideration have risen in just the past year. Our latest brand track with Nielsen IQ, which surveyed 15 cities, shows awareness at 93%, up from 86%.
More importantly, top-two-box consideration is at 90%, up from 82%. These numbers tell us that young consumers especially are thinking about platinum as more than an afterthought. They’re seeing it as a meaningful piece that marks a special moment in their lives, whether that’s an engagement ring, a birthday present, or a self-purchase symbolizing personal milestones.
We’ve always believed that if you build a strong emotional value proposition, you can transcend geography. While metros and tier-1 cities remain core markets, we’re now in tier-II and tier-III as well, facilitated by partnerships with national chains, regional chains, and independent jewellers. This push is reflected in our numbers: 60% of our retail footprint is in metros and tier-I, 30% in tier-II, and 10% in
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