By Invitation
Men’s Jewellery In Tier 2 and 3 India: A Market Coming of Age
By Vikas Kataria, Promoter, DP Jewellers
India’s jewellery market is undergoing a decisive transformation, and much of this momentum is emerging from Tier 2 and Tier 3 cities. Today, these markets account for nearly 60 to 65% of overall jewellery sales, with diamond demand alone witnessing a 15 to 20% year-on-year rise, supported by new store expansions and targeted campaigns. Within this shift, one of the most compelling growth stories is the rapid rise of men’s jewellery.
At DP Jewellers, we have seen the men’s segment grow by 20 to 25%, moving from virtually negligible participation a few years ago to contributing over 12 Percent of our sales. Affordable silver jewellery and chains have played a crucial role in smaller cities, offering aspirational yet accessible options. Fast fashion jewellery demand has also risen by nearly 50% in non-metros, driven by rising disposable incomes and the expansion of organised retail, with over 60% new outlets strengthening structured distribution.

A key cultural shift underpins this growth. Men in smaller cities are increasingly style-conscious, influenced by social media and global fashion conversations. Nowadays, they are also frequenting platforms such as Pinterest for styling guidance. They prefer established, organised jewellers, often after family endorsement, signalling a clear move away from unorganised retail towards trusted brands.
In terms of trends, men have always liked bolder pieces that make a statement. Pearl necklaces, single white or black strands paired with kurtas or shirts, have gained visibility through fashion weeks and celebrity styling. Structural bracelets and leather-silver stacks, gem-studded brooches for bandhgala jackets, and layered chains mixing gold, silver and titanium are increasingly popular.

Colour gemstones are another emerging preference. Sapphires and emeralds, in particular, are seen as markers of affluence. While semi-precious stones continue to be chosen for astrological reasons by firm believers, precious coloured stones are increasingly selected as style statements.
Importantly, affluent male buyers are also viewing jewellery as an asset class, complementing physical purchases with investments in gold ETFs. The modern Indian man in Tier 2 and 3 cities is confident, informed and willing to experiment, and tailored marketing combined with trusted retail formats is unlocking this powerful new chapter in jewellery consumption.
By Invitation
India’s Next Decade in Jewellery Exports: Scale, Discipline & Global Positioning
By Darshan Chauhan, Director –
Sky Gold Ltd.
India’s jewellery export journey has been built on generations of craftsmanship, entrepreneurial resilience and an unmatched manufacturing ecosystem. From artisan-led workshops to technologically advanced facilities, the country has steadily earned global recognition as a reliable sourcing destination. Yet the coming decade represents a transition. The conversation is no longer only about producing more; it is about exporting smarter, operating with discipline and positioning India as a structured global partner rather than merely a manufacturing base.
The global jewellery trade itself is undergoing a quiet transformation. International buyers today evaluate suppliers through a wider lens. Design capability and competitive pricing remain important, but equal weight is now given to compliance, transparency, delivery consistency and financial stability. Export relationships are becoming long-term strategic partnerships rather than transactional buying arrangements.

For Indian exporters, this shift presents both an opportunity and a responsibility.
One of the most significant changes ahead will be market diversification. The United States has historically driven a substantial share of India’s jewellery exports, and it will continue to remain a vital market. However, concentration in a single geography exposes businesses to currency fluctuations, economic cycles and regulatory shifts. The Middle East has emerged as a strong growth corridor, supported by trade agreements, logistical advantages and evolving consumer demand. At the same time, regions such as Australia and parts of Europe are opening opportunities for exporters willing to meet higher compliance standards.
Diversification, therefore, is not about expanding aggressively into every market. It is about building balanced exposure that enhances stability while protecting margins.
Alongside geographic expansion, compliance is becoming a defining factor in global positioning. Responsible sourcing practices, traceability systems and governance standards are increasingly shaping procurement decisions. International brands are consolidating supplier networks and partnering with exporters who demonstrate reliability beyond production capability. In this environment, compliance should not be viewed as an external obligation. It strengthens credibility and enables access to premium markets where trust carries measurable value.
Equally important is capital discipline. Jewellery exports operate within a high-value commodity framework where gold price volatility directly impacts profitability. Elevated gold prices amplify the cost of inefficiencies, whether through excess inventory, unhedged exposure or extended payment cycles. Export growth in the coming decade will depend on closer alignment between procurement, treasury management and production planning. Structured hedging practices, bullion banking relationships and disciplined working capital management will increasingly separate stable exporters from vulnerable ones.
Manufacturing evolution will also play a central role. India already possesses scale; the next step is precision. Technology adoption, including CNC manufacturing, advanced prototyping and integrated digital production systems, enhances consistency while reducing wastage. Global buyers value predictability as much as creativity. When craftsmanship is supported by
process-driven manufacturing, India’s competitive advantage becomes far more compelling.
At the same time, India must gradually move beyond being perceived solely as a cost-competitive supplier. Countries that have successfully strengthened their global positioning have invested in design identity, innovation and long-term brand perception. Indian exporters have the opportunity to shift the narrative toward reliability, creativity and manufacturing excellence. Building deeper partnerships with international buyers, rather than focusing only on order volumes, will help achieve this transition.
Sustainability is emerging as another critical dimension of export strategy. Renewable energy adoption, responsible sourcing and environmental accountability are becoming key evaluation criteria in developed markets. These initiatives are not merely ethical considerations; they are risk-management tools that safeguard long-term market access. Exporters who align early with global sustainability expectations will find themselves better positioned as international standards continue to evolve.
Domestic retail trends are also influencing export direction more than before. The growing demand for lightweight, versatile jewellery in India mirrors changing consumer preferences globally. Faster design cycles and data-led product planning are reshaping manufacturing strategies. Exporters who remain closely connected to consumer behaviour both domestically and internationally gain stronger foresight into demand patterns.
The next decade of Indian jewellery exports will therefore be defined by alignment: scale supported by systems, creativity supported by discipline and growth supported by governance. India already has the foundation, skilled artisans, manufacturing depth and strong global relationships. The opportunity now lies in strengthening operational maturity.
If approached with clarity and intention, India can transition from being viewed primarily as the world’s jewellery workshop to being recognised as a trusted global partner in design, manufacturing and supply chain excellence. The future of exports will not depend solely on how much we produce, but on how confidently global markets rely on us.
In that shift lies the true potential of India’s next decade in jewellery exports.

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