There is ample scope for retail demand of gold jewellery in India as around 37 pc of the women have never bought gold but would consider purchasing in the future, as per a World Gold Council report

Representative image

Chennai:

YELLOW METAL PRIDE

• 60 per cent of Indian women already own gold jewellery
• Second most popular item among ‘fashion and lifestyle’ shoppers, preceded only by designer clothes and silk sarees 
• Gold industry has an opportunity to reach a significant new audience
• 44 per cent of rural respondents fell into category of new buyers, compared with 30 per cent of urban respondents
• 40 per cent respondents had bought gold jewellery in the preceding 12-month period, eclipsing purchases of diamond or platinum jewellery 

TRENDS, AGE, EVOLVING PROFILE

• Urban women tend to focus on sense of security that gold brings
• Role as a display of wealth as well as a store of value 
• Rural Indian women place greater emphasis on gold’s widespread acceptability and its aspirational qualities
• 33 per cent of Indian women aged 18-24 years bought gold jewellery in the 12 months preceding the survey. Their future purchase intent is low, particularly in urban areas