Appreciation of platinum jewellery in India amongst the male consumers is growing, driving almost 12 percent of the metal’s sales in the country, reports say. This segment of consumers fall in the upper middle class segment and in the 25-40 year age group, reports suggest. The urban Indian male consumers are showing preferences for platinum over gold. The appeal of platinum as being contemporary, more universal is what seems to catch on to the consumer.

Many leading jewellery retailers in the country across zones have seen a growth in platinum jewellery sales in the year, be it for wedding bands or jewellery like chains, bracelets, reports suggest.