Kochi: The Platinum Buyer-Seller Meet (BSM) 2026, hosted by Platinum Guild International (PGI) in Kochi on 8th & 9th July, brought together 10 manufacturers, more than 70 retailers and industry partners for discussions on product innovation, changing consumer demand and the future growth of platinum jewellery in India.
Over the last few years, platinum jewellery has sustained double-digit growth in India, with men’s jewellery emerging as one of the strongest growth engines. Platinum Love Bands continue to be a powerful entry point by units, while Men of Platinum is contributing very meaningfully by volume. During Akshaya Tritiya 2026, platinum delivered strong double-digit volume growth of approximately 12 to 14 percent over last year, which reflects both the strength of the category and the effectiveness of retail activation.
The most important shift is that platinum is no longer desired only in metro markets or only for traditional milestone purchases. Demand is expanding across metros, Tier 1, Tier 2 and Tier 3 markets, led by younger consumers who are looking for jewellery that reflects meaning, modern design and long-term value.
This year the Platinum BSM reinforced that sustained category growth requires every part of the value chain to work together, from creating relevant designs and ensuring product availability to improving replenishment and conversion at the retail counter.
The primary objective of the platform has continued to be to foster alignment between manufacturers and retailers around evolving consumer demand, product innovation, assortment planning and market expansion.
Ms. Vaishali Banerjee; Head of Global Market Development and Managing Director-India & Middle East (ME), Platinum Guild International (PGI) said, “Our strategy will focus on five clear levers.
“First, we will drive product innovation, especially in entry formats such as rings, bands, everyday wear jewellery, lighter formats and bi-metal designs that addresses both men and women. These formats help young consumers enter the category expanding the reach of platinum without diluting it’s premium and precious appeal.
“Second, we will deepen our engagement with consumers through our brands Platinum Love Bands, Platinum Evara and Men of Platinum. Each of these addresses a specific consumer need, from couple commitment to women’s self-expression to men’s precious jewellery.
“Third, we will strengthen retail expansion. Platinum is structurally advantaged in organised retail, and our network of more than 2,000 doors across metros and Tier 1, 2 and 3 markets gives us a strong base to build from.
“Fourth, we will continue to invest in training, merchandising and visibility at the store level, because category conversion depends heavily on informed selling.
Finally, we will use omnichannel marketing and immersive digital experiences to make platinum more visible, relevant and easier to understand for our consumers.”
Ended successfully, the two-day event focused on strengthening collaboration across the value chain, with discussions centred on design development, product availability, replenishment and improving conversion at the retail counter. The platform also continued its objective of aligning manufacturers and retailers on evolving consumer preferences, assortment planning and market expansion.
During the meet, PGI presented its strategy for growing the platinum jewellery category through a connected approach designed to increase consumer participation, purchase occasions and overall demand. The strategy will be driven through three consumer-facing platforms: Platinum Evara, Platinum Love Bands and Men of Platinum.
Platinum Evara will focus on expanding platinum jewellery’s relevance across self-purchase, gifting, self-expression and everyday wear for women. Platinum Love Bands will continue to strengthen platinum’s association with commitment and wedding purchases, while Men of Platinum aims to expand the men’s jewellery segment through both statement pieces and contemporary everyday designs.
A key discussion at the event examined changing consumer attitudes, particularly among younger buyers who increasingly view jewellery as a means of expressing identity, relationships, achievements and personal style. PGI noted that platinum’s 95% purity, rarity and strength support the development of products that combine precious value with contemporary design.
The meet also outlined several initiatives planned for the coming seasons. These include creator-led styling and lighter, stackable designs under Platinum Evara, a new Platinum Love Bands collection and campaign for the November 2026 wedding season, supported by consumer research involving more than 200 participants across India. A proposed 10-day delivery promise was also presented to help retailers improve conversion among high-intent customers.
In addition, discussions covered the expansion of the men’s platinum jewellery category and the use of the AI-enabled Inoveo platinum alloy to support new design possibilities, manufacturing innovation and the production of durable machine-made chains. PGI said these initiatives reflect a category-building approach that connects consumer insights, product innovation, retail readiness and trade collaboration.
