Gold's not glittering: Can retailers attract young buyers with a new story?

In the last five years, India's demand for gold jewellery has remained around 600 tons while investment demand has shrunk

Stagnant demand for gold jewellery in India for the last five years is not without reason. The jewellery industry has not focused on marketing gold to keep customers hooked, selling jewellery only with the support of discounts and promotions. At present, gold demand in India has been almost wiped out due to high prices. But, the consistently tepid medium-term demand is a cause for worry because demand for gold is rising in China due to a series of innovations by its jewellers.

In the last five years, India’s demand for gold jewellery has remained around 600 tons while investment demand