Page 41 - Bullion World Issue 7 November 2021

Key Associations
68 Bullion World | Issue 07 | November 2021
with the world with entrenched 66 Key Associations
digital footprints, these consumers 64
68
are confident and have a definite 62
66
point of view in life. For women, the 60
64
jewellery is acquired as a gift of love 58
62
56
from parents and/ or spouse. She 54
60
also purchases jewellery for herself 52
58
to mark a key milestone or enhance 56 Rare Clear Symbol of Is choice of makes you stand is exclusive
her collection. The collection 54 love today's gen out
includes neckwear, earrings, 52 2020 2019 2018
Is choice of
bangles/bracelets and rings. Rare Clear Symbol of today's gen makes you stand is exclusive
love
out
2020 2019 2018
Is platinum price level in
comparison to gold, a driver of Pt Brand Health
demand? 100
Back when PGI was launched in 90 Pt Brand Health
India, there were only two metals 80
that existed for jewellery – gold 100
70
90
and silver. In fact, in the early days, 60
80
consumers had no awareness of 50
70
platinum jewellery. Platinum was 40
60
not a part of our stories, history or 30
50
mythology. We did not even have a 20
40
vocabulary for platinum in our local 10
languages, unlike gold, silver, or 30
0
other precious stones. 20 Spontenous Awareness Consideration Acquistion Past 1 yr
10 2020 2019 2018
• Despite the pandemic, platinum 0 Spontenous Awareness Consideration Acquistion Past 1 yr
has been able to maintain a Where does PGI see the growth propelling discovery, exploration,
2020
strong & consistent spontaneous for platinum jewellery in India, 2019 2018
validation, exhibitionism on social
awareness. Platinum has a going forward? that needs to be fed. With our three
strong consideration & it has also In our consumption culture - categories - Platinum Days of Love,
been able to maintain a stable jewellery has a strong role and Evara and Men of Platinum, PGI has
last 1-year acquisition platinum has actually added to built a strong emotional connect in
• The core equities for platinum expanding the repertoire. The 3 key jewellery segments – couples/
are aligned to PGI’s strategy distinctly younger consumer couple gifting, women – with a
to build desire among the segment that platinum focuses on presence that straddles bridal
young consumer by driving values jewellery as an expression of & lighter self-purchase, higher
differentiation from gold. It is a individuality, love and relationships frequency segments, men – a
marker of status, discerning taste too. The younger consumer consumer set who was a default
and calls out a certain exclusivity hence values platinum’s emotional walk in given the purchase process
that feeds into the needs of promise as well as its quality, rarity that could be capitalized on. Our
today’s consumer
• Platinum jewellery’s design and preciousness. The current focus has been on unlocking new
in India is a fusion of relevant consumption culture has only segments & opportunities. Despite
international trends and added fillip. There are many more the pandemic disrupting the
local sensibilities to create milestones worth celebrating, business and consumer sentiment,
contemporary meaningful self-expression is celebrated, platinum brand health and equities
jewellery, appreciated by the authenticity & life journeys are did not lose ground, indicating the
younger segment important – and within this realm strength of platinum equity among
are many opportunities for its core consumers.
Both gold and platinum are platinum.
purchased for different reasons and
coexist in the markets in India and Given our core audience - the
globally. role of digital helps platinum by

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