Kochi: Platinum Guild International (PGI) India recently concluded the 2025 edition of its annual Platinum Buyer-Seller Meet (BSM) on a high note in Kochi, bringing together leading industry voices right from key manufacturers to major jewellery retail partners from across the country. The event hosted at the Grand Hyatt, Kochi, brought together 60 retailers & 14 manufacturers, making it one of the most well-attended and dynamic BSM editions to date. We have received some feedback of the retailers and manufacturers about the outcome of the BSM.
REACTIONS FROM RETAIL PARTNERS:
Mr. Rajesh Kalyanaraman, Executive Director, Kalyan Jewellers: “BSM is always a key event in our calendar. It sparks fresh thinking and offers a strong read on market potential. Both branded platinum segments, Platinum Love Bands and Men of Platinum, have continued to perform well for us. The Men of Platinum x MS Dhoni Signature Edition was a masterstroke in storytelling. It resonated with our customers and drove strong traction. Looking ahead, an exclusive meet-and-greet event will only amplify this energy during the festive season. Meanwhile, Platinum Love Bands continues to strike a chord with young couples, who are drawn to the modern, aspirational imagery and the inherent rarity of platinum. We’ve also seen strong uptake of dual-tone platinum chains — a format that appeals to both young men and women. With pricing dynamics as they are, platinum is positioned as a stylish, differentiated alternative.”
Mr. Thomas Mathew, Executive Director, Joyalukkas India Ltd.: “This year’s BSM really pushed the envelope — with new multi-use pieces and exciting bi-metal designs. As self-purchase of jewellery continues to grow, Platinum Evara remains a strong performer. For young women especially, with current price dynamics, platinum offers a design-forward and compelling alternative to 18kt or 22kt jewellery. It’s a movement that’s gaining traction. As we gear up for the festive season, we’ve earmarked best-sellers to build stronger in-store stories and retail narratives around platinum.”
Mr. Varghese Alukkas, Managing Director, Jos Alukkas: “BSM 2024 was a vibrant showcase of platinum’s renewed design energy. The ability to layer platinum with other metals and offer innovation at differentiated price points is exactly what today’s market needs. Men of Platinum has consistently outperformed expectations for us, and we’re also encouraged by the steady growth of Evara among first-time jewellery buyers. We leave this year’s meet with clarity — our festive strategy is sharper, more aligned, and positioned for platinum-led growth.”
Mr. Paul Alukkas, Managing Director, Jos Alukkas: “What stood out at this year’s BSM was how confidently platinum is evolving — not just in form, but in how it responds to emerging consumer mindsets. Whether it’s bimetal innovation or more accessible price tiers, the design direction is both bold and market-ready. Men of Platinum has carved out a strong, consistent niche for us, while Evara is bringing in a new generation of buyers who are choosing platinum as their first piece of fine jewellery. We’re walking away from the meet with a renewed sense of direction — our festive blueprint for platinum is sharper, more agile, and built to scale.”
Mr. John Alukkas, Managing Director, Jos Alukkas: “This edition of BSM reaffirmed that platinum is no longer just a category to watch; it’s a category to lead with. The collections showcased were contemporary and clearly designed with today’s buyer in mind. Men of Platinum continues to set the pace for us in terms of both aspiration and performance, while Platinum Evara’s traction among younger, first-time buyers signals a strong shift in preference. We’re heading into the festive season with a renewed focus on platinum, and are confident in its ability to drive both consumer relevance and fulfilment across our stores.”
Mr. Milan Shah, Director, Kalamandir Jewellers: “Dual-tone and bi-metal designs have been a game-changer in a market where customers seek both novelty and emotional value. This BSM reinforced platinum’s versatility, with collections tailored for daily wear, gifting, and celebratory occasions. PGI has spotted the right opportunity with Platinum Anniversaries — it’s a consumer occasion we believe has great potential. The MS Dhoni Signature Edition was a hit. He is a cricketing icon, and his fans responded to the collection with enthusiasm. With platinum’s current price advantage over gold, we believe it’s one of the most viable options for the modern Indian consumer, and we’re backing it strongly this season.”
Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers: “Year after year, PGI’s strategic vision and the Platinum Buyer Seller Meet enable us to reimagine what’s possible with platinum. From the rise of bi-metal jewellery to more clarity in storytelling — each initiative has deepened our connect with consumers. We’re now looking at platinum not just as a premium product, but as a high-potential volume driver when done right. We see opportunity across all platinum segments. We plan to reenergize offerings from Platinum Love Bands in time for the wedding season. Platinum Evara holds immense potential and talks directly to our biggest consumer segment with stackable, everyday-wear options. As for Men of Platinum – of course, we’re all ready to meet Dhoni now!”
Mr. Joseph Prince, Director, Prince Gold and Diamonds India Private Limited: “The BSM offers a strategic view into platinum’s evolving design language. For us, it’s an invaluable opportunity to review the latest in design trends, manufacturing excellence, and technological advancements. We’re especially excited about the new collections unveiled by manufacturers — they reflect where the market is headed. With the festive season around the corner, we’re already looking to stock up on the best of what we’ve seen at the Platinum BSM. Our experience with Platinum Evara has shown us that younger buyers are actively choosing platinum as their metal of choice. It’s clear that platinum is here to stay — and with the current price trends, platinum can offer a real strategic advantage with the right product and designs.”
Mr. Saket Keshri, Director, Ratnalaya Jewellers: “At Ratnalaya, we’ve seen first-hand how platinum is becoming aspirational for the younger consumer. BSM helped reaffirm this trend, with its spotlight on bimetal, modular, and price-sensitive designs. For us, the most exciting part was seeing how storytelling has been integrated into design — especially with the MS Dhoni Signature Edition. It’s not just about owning jewellery anymore, it’s about wearing meaning. We’re expanding our platinum portfolio this year to include everyday-wear options and are confident of strong festive performance.”
Mr. Viren Chokshi, Director, Kushalbhai Jewellers: “This year’s BSM helped us sharpen our lens on both product innovation and price elasticity. Platinum is no longer a niche conversation — it’s becoming a vital part of our strategy, especially among urban, discerning consumers. For Q4, we’re planning deeper stock-ins across curated platinum collections, with renewed focus on new formats, consumer occasions, and price points across all three PGI brands — Platinum Love Bands, Platinum Evara, and Men of Platinum.”
REACTIONS FROM MANUFACTURERS:
Mr. Madhu Jethwani Dhabuwala, CEO – Jewellery, India & Middle East, Jewelex India Pvt. Ltd.: “This year’s BSM was a clear signal of platinum’s deepening relevance across consumer segments. From legacy buyers to first-time purchasers, we’re seeing a real appetite for platinum. At Jewelex, we view BSM as a two-way street — it’s a space where we listen, co-create, and move quickly on what works at the retail level. It allows us to meet retailers face-to-face, test and validate concepts, and scale innovations based on real-time insight. The MS Dhoni Signature Edition proved how designs anchored in emotion can create tangible pull. We’re now applying that storytelling-led approach to designs in Platinum Love Bands as well, to be in time and relevant for the upcoming wedding season in Q4. We believe platinum currently offers a compelling price advantage, and more so when paired with the right product – especially in the women’s jewellery segment. We are geared to address this and also offer consumers a diverse range of products, including light-weight jewellery.”
Mr. Nirmal Rawal, Managing Director, BN Jewellers: “For us, PGI’s Platinum BSM isn’t just an event. It is where real partnerships and new ideas are formed. This year, the response to the MS Dhoni Signature Edition showed us that strong stories sell strong designs. Our focus is on enabling our retail partners to attract the next wave of platinum buyers through fresh, aspirational, and easy-to-move product lines. We’re enthusiastic about co-creating with retailers; listening closely to what’s working on ground and adapting quickly to changing consumer preferences. We’re equally proud to partner PGI in shaping the next chapter of platinum’s journey. With current pricing dynamics, there’s a clear opportunity. Consumers are likely to be naturally drawn to platinum’s value as a precious metal with a modern edge. Our mission is to support retail partners with products that are aspirational, easy to move, and designed with everyday wear in mind — particularly in the women’s jewellery segment.”
Mr. Colin Shah, Founder & Managing Director, Kama Jewelry: “The Platinum BSM continues to be a cornerstone for us — a platform to launch bold ideas and challenge the norms of design. This year, we’re especially thrilled to showcase innovations across all three platinum brands: Platinum Love Bands, Men of Platinum, and Platinum Evara. Our focus remains on fast-moving price points and formats that convert at the counter…business-ready designs that are as commercially viable as they are beautiful. We are especially encouraged by the traction received by our men’s rings, which continue to be a key sub-category. Kama Jewelry is committed to staying ahead of the curve, and PGI’s BSM provides the ideal ecosystem where strong product meets the right partner. We’re proud to be part of that momentum.”
Mr. Nirav Bhansali, CEO, Prism: “The Platinum BSM continues to be a key business accelerator for us, with innovation at its core. This year, we’re proud to present new ranges across all three platinum brands, with a sharp emphasis on high-conversion designs in time for the upcoming festive season. We’re especially excited about our new offering in women’s wristwear. Designed in multi-wear formats for the modern, working woman – it is a category we believe will be the next big growth driver at retail.”
Mr. Avinash Pahuja, Director, ORO Precious Metals Pvt. Ltd.: “The Platinum Buyer-Seller Meet is a key moment in our annual calendar – where we realign, reimagine, and reconnect with the category’s potential. The 2025 edition reaffirmed what we’ve sensed for a while now — platinum is stepping into its own. At this year’s showcase, we presented a series of differentiated collections designed to hit platinum’s sweet spot: aspirational yet accessible. Platinum offers us a versatile canvas to push design boundaries, focus on innovation, and connect with younger audiences who value individuality over tradition. Platinum is no longer a niche. It is becoming a meaningful business driver across formats. We see strong momentum ahead and remain committed to enabling our retail partners maximize this opportunity with differentiated, high-impact collections that truly stand out.”
Mr. K. Srinivasan, Managing Director, Emerald Jewel Industry India Ltd.: “At Emerald, innovation is at the heart of everything we do, and this year’s BSM was the ideal platform to showcase that commitment. We brought in a wide range of platinum jewellery across price points, including collections that address a long-standing market gap in the lower price bracket. Our latest line of machine-made platinum chains and the expanded range of couple bands were developed to deliver high design value with pricing flexibility.
By investing in new technology and precision manufacturing, we aim to equip our retail partners with cutting-edge, design-forward products that appeal to today’s consumers — who seek individuality, craftsmanship, and value. For us, platinum is not just about premium, it’s about progress and growth.”
