A Precious Choice for New India: Platinum's Festive Spark
They are seeking authenticity, design value, and affordability without compromise. In this environment, platinum emerges as the precious metal best placed to deliver both consumer appeal and business advantage
As India steps into the heart of the festive season, the jewellery market stands at a turning point. With precious metal prices at record highs, consumers are reevaluating their choices.
They are seeking authenticity, design value, and affordability without compromise. In this environment, platinum emerges as the precious metal best placed to deliver both consumer appeal and business advantage. Over recent quarters, platinum jewellery has shown steady performance despite economic volatility.
Among PGI’s strategic retail partners, retail sales grew 15% year-on-year in Q2 2025 — a strong indicator that demand is broadening beyond metros and into new segments. With 95% purity, enduring strength, and a unique price advantage, platinum is fast becoming a modern alternative for value-conscious yet discerning consumers. For the trade, this shift presents a timely opportunity.
Platinum’s favourable price gap allows retailers to offer a high-perceived-value product at a consumer-friendly price. The category’s design flexibility — from plain platinum to bi-metal combinations — enables strong differentiation and healthy margins.
In a market where consumers are cutting back on high- ticket jewellery purchases, platinum provides an incremental and profitable growth engine. PGI’s festive lineup is geared to maximize this potential. The Platinum Love Bands collection continues to attract young urban couples entering the wedding and commitment phase — a segment with high purchase intent. The brand’s new dual-tone and wave-contour designs fit within accessible luxury price points, helping retailers build bridal and couple conversions without heavy inventory investments. For men’s jewellery, Men of Platinum leads the conversation with the MS Dhoni Signature Edition — a collection celebrating resilience, composure, and integrity.
Beyond design, the campaign’s consumer activation offering a meet-and-greet with Dhoni is creating visibility and excitement at store level. This gives retailers a strong tool to drive footfall, engagement, and conversion during the festive peak. Meanwhile, Platinum Evara continues to resonate with women who see jewellery as an expression of self. With its minimalist, diamond-studded silhouettes, Evara enables retailers to address the self-purchase and gifting segments — both of which have shown solid growth post-pandemic. Globally, platinum’s trajectory is equally promising.
The Platinum Jewellery Business Review (Q2 2025) reports fabrication in China up by 150% year-on-year, while India maintained double-digit retail growth. This reflects a clear shift in consumer mindset toward meaningful, value-driven jewellery. For manufacturers, this is the time to expand platinum capacity and develop design ranges aligned to modern, lightweight, and price-friendly jewellery. For retailers, the focus should be on visibility, training, and storytelling at the counter; ensuring every consumer interaction highlights platinum’s purity, rarity, and attainable luxury.
With PGI’s integrated marketing programmes, robust retail partnerships, and growing consumer aspiration, platinum is poised to outperform this season. Its blend of purity, affordability, and emotional storytelling makes it not just relevant for now, but essential for the future.
This festive season, platinum is creating new pathways for profitable growth, younger consumer engagement, and long-term differentiation in India’s precious jewellery market.
This article is authored by Pallavi Sharma, Deputy Country Manager – India & Middle East, Platinum Guild International
