Survey finds near-equal demand for jewellery among genders this festive season

The report stated a healthy alignment towards Indian brands, as 94.1% of people surveyed showed interest in buying jewellery from Indian brands, implying strong faith in local craftsmanship

Mumbai: A festive season buying report released by Bharat Lab, a division of ad agency Rediffusion, has shared interesting insights about the jewellery buying behaviour in India this festive season.

“The people of Bharat are highly intent on purchasing jewellery from Indian brands. Among the remarkable 94.1%, only 24% individuals responded that they were open to purchasing jewellery from foreign brands,” stated the report. This means that people rely on local craftsmanship and design when it comes to festive fashion.

Over the years, men have taken a liking to jewellery, not only for occasions but also for casual wear. That has spiked the numbers and as per the report, the usual gender divide in jewellery purchases has become surprisingly on par. “A total of 50.7% of the people interested in buying jewellery this festive season being men,” stated the report. It also added that intent to purchase new jewellery this festive season decreases with age among women, particularly for those aged 40-50 having the lowest intent at 23%.

About 39% of respondents in the low-income group will purchase new jewellery, maintained the findings, while 51% of respondents in both middle and high-income groups will purchase new jewellery this festive season. This implied that the demand for buying jewellery, a luxury item, increases with an increase in income.

Retail Jeweller India News