National News
Shringar House of Mangalsutra Unveils 3,000+ Designs, Targets Emerging Markets Ahead of Akshaya Tritiya
Shringar House of Mangalsutra expands its design portfolio to meet rising demand for lightweight, versatile jewellery across emerging markets this Akshaya Tritiya
Shringar House of Mangalsutra Limited, India’s most trusted B2B gold jewellery manufacturer specialising in mangalsutras, has curated a range of over 3,000 new designs ahead of Akshaya Tritiya 2026 – the most expansive seasonal collection in the company’s history. This collection comprises more than 2,000 designs in 22K gold and over 1,000 designs in 18K gold, built to serve the full breadth of India’s jewellery retail landscape.
Akshaya Tritiya remains a major driver of the gold jewellery industry, supported by strong cultural sentiment and long-term value appeal. Gold prices have seen significant movement, but despite this volatility, consumer demand stays resilient, with a noticeable shift toward value-led and high-intent purchases. Consumers are increasingly gravitating towards lightweight, affordable, and design-led jewellery that offers both versatility and everyday wearability, rather than heavy, occasion-specific pieces. There is also a growing preference for contemporary and modular designs, particularly among younger buyers, alongside continued demand for traditional styles in core markets. This shift is driving retailers to focus on curated, design-forward collections that balance aesthetics with price sensitivity, reflecting a broader trend towards more conscious and purpose-driven jewellery buying.
With the wedding season approaching, consumers are increasingly making earlier purchase decisions, with southern India remaining stable and western and central regions like Maharashtra, Madhya Pradesh, and Gujarat emerging as key growth markets driven by organized retail and design sensitivity. The mangalsutra category itself is evolving beyond its traditional bridal role into a lifestyle-led, daily wear jewellery segment. Consumers are increasingly opting for minimal, modular, and design-forward pieces that seamlessly blend tradition with modern aesthetics.
Chetan Thadeshwar, Chairman & Managing Director, Shringar House of Mangalsutra Ltd, Said:
“The Indian jewellery industry is at a pivotal inflection point, and we are committed to leading from the front. Our latest curation is not merely about scale, but about defining the future direction of the category. We are witnessing a clear shift in consumer preferences towards design-led, versatile jewellery, particularly within the mangalsutra segment, which is increasingly evolving into an everyday essential. At Shringar, we have consistently focused on staying ahead of market trends, not just responding to them, but actively shaping them through innovation and design leadership.”
As a trusted manufacturing partner to leading jewellery retailers across India, Shringar continues to benefit from the shift towards organised and certified players, driven by rising consumer preference for quality, transparency, and assured gold standards.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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