India’s jewellery market is seeing increased interest in lower-purity gold as elevated prices make traditional 22-carat jewellery less accessible to some consumers. Jewellers are expanding offerings in 9-carat, 14-carat and 18-carat gold to address changing price sensitivity.

The shift is particularly relevant for organised retailers, which are using lower-carat jewellery to maintain accessibility while continuing to offer gold products across price segments. Titan has expanded 9-carat offerings through CaratLane and Mia, while its Tanishq business has also introduced lower-carat jewellery.

Senco Gold has also identified 9-carat, 14-carat and 18-carat jewellery as areas of expansion, particularly for younger consumers. The company has cited changing consumer preferences and the need for more accessible jewellery price points.

The move follows the extension of BIS hallmarking to 9-carat gold in India. The lower purity contains 37.5% pure gold, compared with 75% for 18-carat and 91.6% for 22-carat gold.

For retailers and manufacturers, the emergence of 9-carat jewellery creates scope to develop lighter and lower-ticket products, particularly for everyday wear and younger buyers. However, its wider adoption will depend on consumer acceptance in a market historically dominated by 22-carat gold.