PLATINUM GUILD INTERNATIONAL INDIA ANNOUNCES THE 2026 EDITION OF ‘PLATINUM SEASON OF LOVE’
Platinum Guild International (PGI) – India announces the launch of Platinum Season of Love 2026, its signature nationwide retail activation set to run from 17th April to 31st May 2026 across jewellery stores in India. A key strategic initiative in PGI India’s annual calendar, the programme is designed to drive consumer demand and retail momentum for platinum jewellery across key branded segments, in collaboration with PGI’s trusted retail partners, as they usher in the summer season, marked by special occasions and weddings.
With a curated collection of exquisitely crafted platinum jewellery pieces across Platinum Evara, Men of Platinum and Platinum Love Bands, this retail initiative will serve as a catalyst to boost platinum jewellery growth during the period. The initiative will help shoppers discover why platinum stands apart as a rare precious metal of enduring value. This year it is complemented further by a consumer-facing campaign for Men of Platinum, featuring brand ambassador MS Dhoni built around the thought of ‘Chosen by Mahi’. The campaign celebrates men of rare character—those who choose with intent and never compromise—making platinum their natural choice. As an icon known for his quiet strength, authenticity and enduring appeal, Dhoni reflects the very qualities that define platinum. The campaign reinforces a clear idea: a man of character chooses a rare metal of enduring value.
At the retail point, Platinum Season of Love 2026 will showcase a curated mix of platinum jewellery across PGI India’s branded categories, including:
- Men of Platinum, featuring statement platinum jewellery for men
- Platinum Evara, with finely crafted platinum jewellery designs for the women of today
- Platinum Love Bands, that celebrate modern love and commitment
Together, these categories showcase platinum’s rarity, emotional significance, and modern relevance—encouraging consumers to choose a metal that is not only precious, but distinctly rare.
Crafted in 95% pure platinum, PGI’s branded platinum jewellery collections continue to resonate with younger Indian consumers.
Vaishali Banerjee – Head of Global Market Development and Managing Director – India & Middle East, Platinum Guild International, said: “Young Indian consumers today are increasingly drawn to jewellery that reflects who they are—making rarity, meaning and self-expression more important than ever. Platinum is uniquely placed to meet this need. With Platinum Season of Love, we are translating this insight into a focused retail programme that drives both consumer value and category growth, in close collaboration with our retail partners. We deeply value their continued trust and support, which play a critical role in bringing the platinum story to life across markets.”
With strong retailer participation, Platinum Season of Love 2026 is set to deliver another high-impact season for platinum jewellery in India.
Sharing their thoughts on the upcoming Platinum Season of Love, leading retailers shared:
G.R. ‘Anand’ Ananthapadmanabhan, Managing Director of GRT Jewellers – “Platinum continues to stand apart as a precious metal with a unique story. Platinum is 30 times rarer than gold & that gives consumers a tangible reason to view it not just as beautiful jewellery, but as a truly exceptional choice. We believe this activation will further strengthen platinum’s appeal among modern consumers seeking rarity, authenticity and emotional significance in their purchase.”
G. R. Radhakrishnan, Managing Director, GRT Jewellers – “Retail programmes such as Platinum Season of Love play an important role in driving consumer awareness and consideration at the point of sale. The rarity of platinum builds intrinsic value in a way that is easy for consumers to understand and connect with. With a well-rounded category presence across Men of Platinum, Platinum Evara and Platinum Love Bands, the activation is well poised to create strong interest and engagement in store.”
Rajesh Kalyanaraman, Executive Director- Kalyan Jewellers – “Platinum Season of Love has consistently been a strong retail platform to build visibility and excitement for platinum jewellery. Platinum’s coveted preciousness is rooted in its rarity making it a relevant offering for today’s discerning buyer. With Men of Platinum led by MS Dhoni, alongside Platinum Evara and Platinum Love Bands, we see this activation as a strong opportunity to deepen consumer engagement and drive greater appreciation for platinum across categories.”
Dr. Joy Alukkas, Chairman and Managing Director, Joyalukkas Group – “Platinum Season of Love presents platinum as a strong and contemporary proposition for today’s market. Through the coming together of Men of Platinum, Platinum Evara and Platinum Love Bands, the programme creates a cohesive retail story that speaks to diverse consumer preferences and occasions. It offers a meaningful way for consumers to connect with the metal, while underscoring platinum’s rarity, modernity and enduring appeal.”
Milan Shah, Director- Kalamandir Jewellers – “Platinum Season of Love beautifully captures what makes platinum truly special—its rarity and its enduring value. In our experience, consumers are increasingly drawn to jewellery that carries both meaning and distinction, and platinum answers that need exceptionally well. Strong in-store storytelling, supported by Men of Platinum, Platinum Evara and Platinum Love Bands, will help create a sharper emotional and aspirational connect at retail.”
Suvankar Sen – MD & CEO, Senco Gold & Diamonds – “Platinum Season of Love has emerged as an important retail intervention for the category. Platinum being 30 times rarer than gold gives the consumer a strong, memorable entry point into the category. Supported by the star power of MS Dhoni for Men of Platinum and complemented by Platinum Evara and Platinum Love Bands, the activation is expected to create strong traction and reinforce platinum as a rare and meaningful choice.”
Dr. Saurabh Gadgil, Chairman & Managing Director- PNG Jewellers – “Platinum Season of Love 2026 brings a strong retail proposition to the fore. Its rarity gives consumers a sharper reason to consider platinum, and the retail programme creates strong visibility at the point of sale. With Men of Platinum, Platinum Evara and Platinum Love Bands, the activation is well placed to drive engagement across key consumer segments. We see this as a meaningful opportunity to build momentum for the category.”
Varghese Alukka, Managing Director, Jos Alukkas Jewellery – “Consumers today are looking beyond ornamentation; they are seeking meaning, individuality and lasting value in what they choose. That is where platinum holds a special place. Platinum Season of Love 2026 places the precious metal’s rarity at the centre translating it into a strong retail experience. We are confident that this programme will help elevate platinum’s desirability and encourage more consumers to explore the category during the activation period.”
Paul J Alukka, Managing Director, Jos Alukkas Jewellery – “Platinum Season of Love puts a clear and differentiated consumer story at the centre of retail. Platinum being 30 times rarer than gold is a powerful message, and one that adds to its precious appeal. The activation is expected to strengthen consumer consideration and support stronger traction in store. It is a strong platform for driving both visibility and conversion.”
John Alukka, Managing Director, Jos Alukkas Jewellery – “Platinum Season of Love 2026 presents platinum in a way that feels modern, meaningful and commercially relevant. The focus on rarity gives the metal a strong point of distinction in the consumer mind. Supported by category-led storytelling at retail, the activation is well positioned to deepen engagement and drive demand. We look forward to a strong season for platinum.”
Amarendra Vummidi, Managing Partner, Vummidi Bangaru Jewellers “Platinum Season of Love brings together a strong product story and a clear retail narrative. For the consumer, platinum’s rarity creates immediate impact and distinction. Through Men of Platinum, Platinum Evara and Platinum Love Bands, the programme offers a compelling platform for category growth. We see this as a strong opportunity to drive visibility and consumer interest.”
ABOUT PLATINUM GUILD INTERNATIONAL (PGI) – Platinum Guild International (PGI) is a marketing organization with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results. Through various programmes, both direct-to-consumer and in collaboration with Jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery. PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.
In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.
PURITY ASSURANCE PROGRAM – PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India. Under Platinum Guild India’s quality assurance programme, each individual piece of Jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery. A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.
