National News
Aham by Senco Gold & Diamonds changes the narrative, illuminates the modern Indian groom
From bold gold chains, sculpted kadas, refined platinum wristwear, diamond-set rings to sleek cufflinks and contemporary pieces in two-tone styles, each piece is meticulously crafted by Senco’s master kaarigars
Senco Gold & Diamonds, among India’s leading jewellery brands, is now bringing the modern Indian groom into the spotlight with its latest wedding jewellery brand exclusively for men – Aham.
Traditionally in Indian weddings, the bride gets all the attention with her jewellery, leaving the groom looking on in equal wonder. Aham spins a fresh take to this norm, allowing Indian grooms to individually express themselves on their big day through specially handcrafted wedding jewellery.
The modern collection reflects an innate masculinity, bespoke individuality and stand-out craftsmanship across a range of gold, diamond, and platinum pieces that can be adorned by the groom from the pre-wedding functions to the main ceremony and even after the celebrations are over.
From bold gold chains, sculpted kadas, refined platinum wristwear, diamond-set rings to sleek cufflinks and contemporary pieces in two-tone styles, Aham offers something to suit the taste of every modern Indian groom.
“Aham draws inspiration from the evolving equal relationships of modern Indian couples where the groom’s style is now as significant as the bride’s. What we’ve seen in most Indian weddings so far is the groom looking on indulgently as his better half glitters in her wedding jewellery. With Aham, we wanted to change that narrative and have the couple dazzle equally in their Senco adornments! Each piece of this collection allows the groom the freedom to express his personal style, most naturally and effortlessly,” said Joita Sen, Director and Head of Marketing & Designs, Senco Gold & Diamonds.
Whether a groom is dressed up in structured sherwanis, tailored bandhgalas, Indo-western outfits, or evening suits, an Aham piece enhances the ensemble without overpowering it.
Source: Aham by Senco Gold & Diamonds
India’s appetite for borrowing against gold is reshaping the country’s credit landscape. Outstanding gold-backed loans have surged 128% from a year earlier, crossing Rs.4 lakh crore ($48 billion) for the first time, according to data from the Reserve Bank of India. As of Jan. 31, loans secured by gold jewellery stood at Rs.4,00,517 crore, marking one of the fastest expansions in retail credit in recent years.
The boom in gold loans has helped propel overall non-food bank credit growth to 14.4% year-on-year. Personal loans now account for 34.5% of total bank lending, outpacing other segments and underscoring a broader shift toward consumer-driven credit expansion
Gold loans alone contributed roughly 9% of incremental bank credit during the period. Between January 2024 and January 2026, outstanding gold-backed credit rose by nearly Rs.3.1 lakh crore—an increase of about 338% over two years—more than quadrupling the size of the portfolio.
Two factors are driving the surge. First, gold prices have climbed roughly 152% over the past two years, increasing the collateral value of household holdings. Second, regulatory guidance requiring banks to classify loans secured by gold explicitly as gold loans has sharpened reporting and accelerated balance-sheet growth in the segment.
The trend highlights a distinctive feature of India’s financial system: households’ vast stock of physical gold, long viewed primarily as a store of wealth, is increasingly being mobilized as collateral for formal credit.
While personal lending and credit to nonbank financial companies within the services sector continue to expand rapidly, industrial credit remains uneven. Loans to micro, small and medium enterprises are growing steadily, but borrowing by large corporations has stayed relatively muted.
Since March 21, 2025, banks have added Rs.21.8 lakh crore to their non-food loan books, translating into 12% growth for the financial year to date. Yet it is gold—rather than factories or infrastructure—that is emerging as one of the most dynamic engines of India’s current credit cycle.
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