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Diamonds shine as gold buyers adapt to price volatility
As Indian consumers face rising gold import duties and erratic prices, they are changing their buying habits for jewellery. The Indriya brand reports an uptick in diamond-studded items, alongside an increase in old gold exchanges. Meanwhile, Aditya Birla Jewellery is shifting its focus from the classic 4Cs to sparkle, aiming to resonate with the younger audience eager for fresh trends.
Right policies can help bring idle household gold into the market
Indians hold significant idle gold. Unlocking this gold could ease economic pressure by reducing reliance on imports. A two-year-old brand, Indriya Aditya Birla Jewellery, sees increased gold exchange contributing to sales. The company focuses on design and quality, catering to women of all ages. Indriya also plans to expand its natural diamond business, seeing growth potential in the Indian market.