PGI gears up for yet another successful edition of "Platinum Season of Love"

In an exclusive interview Pallavi Sharma, Business Director, PGI India talks about platinum's progress for this wedding season and how major retailers, who have strong distribution networks in Tier II and III markets, have successfully introduced platinum jewellery in these regions. Apart, she also informs about tapping into the growing market for contemporary and lightweight jewellery designs in North India

- Pallavi Sharma

Pallavi Sharma

Business Director, PGI India

AOJ: Since the wedding season is going on, how do you think Platinum will leverage this opportunity? Do you think the season of the wedding will shower some love on platinum?

Pallavi: The summer wedding season starts every year with Akshaya Tritiya, during which platinum witnesses a strong demand. Akshaya Tritiya is considered one of the most auspicious occasions in the Indian festival calendar that symbolizes new beginnings and good fortune. Platinum, being a naturally pure, rare and white metal represents resilience and strength, making it a perfect option for gifting as well as self-purchase. Every year we also kick off our flagship retail activation campaign, "The Platinum Season of Love,' which showcases all three branded categories of platinum jewellery by PGI, namely Platinum Love Bands, Men of Platinum, and Platinum Evara. The aim is to optimise the momentum of Akshaya Tritiya. Over the years, this month-long initiative has helped drive a significant increase in demand for platinum jewellery sales and footfalls at retail partner stores as we run several initiatives including employee motivation program to ensure walkins, conversions and new customer acquisition. This year, more than 1500 stores are expected to participate, and with renewed energy and excitement, we aim to make this initiative even bigger and bolster overall consumer retail demand for platinum.