37 per cent women may turn first-time gold jewellery buyers

• 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 

• 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

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