Jewellery company Gitanjali Group plans to launch jewellery in the light-weight category and also within the silver jewellery segment, reports say.

The company believes that technology has made it possible to craft light-weight jewellery with an appeal of heavy jewellery, but at low price points, edging up the demand for this jewellery segment. It also noted that demand for light-weight jewellery is increasing for even formal occasions like weddings, reports say. In this new segment, Gitanjali Group intends to retail its jewellery within the price bracket of Rs 5,000-20,000 under the name Shuddhi, reports say.

The jeweller noted there is an increasing trend to buying silver jewellery. It is also intending to launch fashion jewellery with price points lower than Rs.1,500, reports add.