Platinum Guild rides double-digit surge as Young India seeks more

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 is still relatively new in India compared to gold.

Is this niche image limiting its reach, or have you broken through to a broader market? 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%.