The nationwide month-long retail activation, designed to drive consumer demand for platinum, expects to see participation from 1,800+ retail stores in 360 metro, Tier I, II and III cities across the country. The programme will run through May 31, 2025
Mumbai: The Platinum Guild International (PGI) – India has announced the return of its targeted retail programme, the Platinum Season of Love, now in its seventh edition. Set to run from April 25 to May 31, 2025, this retail initiative is a strategic anchor in PGI India’s annual calendar, and continues to play a pivotal role in catalysing both consumer demand and retailer engagement for platinum jewellery in India. The retail activation will showcase a diverse range of platinum jewellery across key consumer segments, in collaboration with PGI’s trusted retail partners. This year, Platinum Season of Love expects to see participation from 1,800+ retail stores in 360 metro, Tier I, II and III cities across the country.
Over the years, this marquee retail initiative by PGI India has significantly contributed to the growth of platinum jewellery sales, boosting demand ahead of the festive season and driving higher footfalls at retail partner stores. The seventh edition builds on the continued success of previous years, with the last edition witnessing participation from 1,650 stores across 350 cities.
Season 7 of ‘Platinum Season of Love’ will present all three branded platinum jewellery categories including: Platinum Love Bands (commitment rings in platinum for couples); Men of Platinum (statement platinum jewellery pieces for men) and Platinum EVARA (platinum jewellery designs for modern women).
Crafted from 95% pure platinum, these collections are designed to resonate with evolving consumer preferences and emotional significance for the modern Indian audience.
Vaishali Banerjee, Managing Director (India), Platinum Guild International shared her thoughts on the 2025 programme: “The platinum jewellery market in India continues to grow steadily, driven by a new generation of consumers who value meaning, rarity, and self-expression in their choices. The return of Platinum Season of Love reflects our commitment to placing the consumer at the core while strengthening our retail partnerships to fuel this momentum. This initiative is a powerful example of how strategic collaboration can drive consideration, and unlock sustained category growth.”
Sharing their thoughts on the upcoming Platinum Season of Love,here is what leading retailers said:
Rajesh Kalyanaraman, Executive Director, Kalyan Jewellers: “The Platinum Season of Love has consistently been a catalyst for growth, and we are excited to be part of it once again in 2025. Over the years, this initiative has played a crucial role in driving the platinum business. With PGI’s marketing push for both the Men of Platinum and Platinum Love Bands, this season promises even greater momentum. Returning after a year, we anticipate a strong resurgence, especially during the wedding season, making this the perfect time for customers to acquire platinum.”
Milan Shah, Director, Kalamandir Jewellers: “The Platinum Season of Love has always been instrumental in driving platinum sales, and this year, with PGI’s amplified marketing efforts, we are confident of yet another successful season. The timing couldn’t be better, aligning with key buying periods, and we are eager to maximize this opportunity. Season of Love has consistently delivered growth; motivating our teams and attracting new consumers drawn to platinum’s unique appeal.”
G.R. ‘Anand’ Ananthapadmanabhan, Managing Director, GRT Jewellers: “The Platinum Season of Love continues to set the stage for remarkable growth. It has been instrumental in driving sales, recognizing our teams, and positioning platinum as an aspirational choice for the modern Indian consumer. This initiative also presents an excellent opportunity to engage younger consumers while driving higher conversions. We look forward to delivering our best this season with exclusive collections across categories, offering exceptional platinum experiences to our customers.”
G. R. Radhakrishnan, Managing Director, GRT Jewellers: “The ‘Platinum Season of Love’ has become a much-awaited celebration for our customers each year, as they look forward to discovering exclusive platinum creations that mark life’s most treasured moments. We are thrilled to partner with PGI once again for the 2025 edition of this campaign – a collaboration that allows us to offer inspiring new designs crafted with platinum’s rare purity and meaning.”
Joy Alukkas, Chairman, Joyalukkas Group: “The Platinum Season of Love plays a pivotal role in energizing our sales teams, enhancing customer engagement, and driving sales momentum for the quarter. We are excited to be part of this initiative, as it has consistently delivered growth for us over the years. With PGI’s strategic marketing push and back-to-back campaigns, this programme presents a tremendous opportunity to drive incremental sales.”
Varghese Alukka, Managing Director, Jos Alukkas: “This year, we are poised to surpass all previous sales records, with the season kicking off just before Akshaya Tritiya, an opportune moment for growth. Our focus will be on maximizing platinum’s price advantage by offering a diverse and compelling range of platinum jewellery at highly attractive price points, driving strong consumer demand, and expanding our customer base.”
Suvankar Sen, MD & CEO, Senco Gold & Diamonds: “The Season of Love campaign, launching before Akshaya Tritiya, comes at the perfect time for us. We see a strong opportunity to drive higher sales through our exclusive platinum collections, including ‘I Do’ – Platinum Love Bands, Aham – men’s platinum jewellery, and our latest women’s jewellery collection, Platinum Nova. We are confident that this activation, coupled with PGI’s brand campaigns, will help us stay ahead in the market and make the most of this wedding season.”
PGI India aims to take the seventh edition of Platinum Season of Love to new heights, deepening consumer engagement, unlocking new opportunities for growth, and reinforcing platinum’s place in the hearts of modern Indian jewellery buyers.
The Platinum Guild International, a marketing organization with the vision to develop the global platinum jewellery market as a new demand source for platinum, works in four key markets – China, India, Japan and the USA.
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