Premium retailers target men’s luxury segment as rising consumption drives retail expansion

Major Indian jewelry retailers are aggressively expanding their retail shelf space for men's premium accessories, capitalizing on a sharp rise in consumer demand across urban centers.

With India's men's jewelry segment expanding by 25 per cent to 30 per cent annually and accounting for nearly 15 per cent of the total Rs 8.70 lakh crore ($94.14 billion) domestic market, retailers are moving away from traditional gender-centric retail displays. Store networks in Tier-I and Tier-II cities are allocating up to 20 per cent more floor space to specialized men's collections, responding directly to high-margin demand for platinum chains, minimalist wristwear, and everyday statement rings.

Strategic partnerships accelerate festive merchandising

To capture growing retail footfalls ahead of the peak festive buying period, Platinum Guild International (PGI) India has partnered with high-impact cultural icons, including sports captain Rohit Sharma and composer Anirudh Ravichander. This commercial strategy aims to move platinum beyond niche gifting into a staple personal accessory category. Modern male consumers are viewing fine jewellery through a lens of personal style rather than pure investment, notes Sujala Martis, Director - Consumer Marketing, PGI India. We are facilitating retail partners to meet this demand with broader everyday design inventories, she adds.  Driven by younger demographic adoption, overall domestic platinum jewelry demand grew 4 per cent Y-o-Y, outperforming traditional metals despite broader macroeconomic headwinds.

Focusing men’s high-margin jewelry

Platinum Guild International promotes global platinum jewelry demand across major retail markets, including India, China, Japan, and North America. In India, PGI partners with top national retail chains to expand certified Pt950 platinum assortments. Target growth focuses on high-margin men's lines and bridal segments, supported by steady retail volume expansion.