India
Gold holds a revered position in India's cultural identity. We spoke to more than 2000 women to investigate their attitudes towards gold jewellery, understand their buying behaviour and identify possible risks to gold's position in the high-end fashion and lifestyle category.
face-to-face interviews with rural women
online interviews with urban women
Even so, 37% of the women we surveyed said they had never bought gold jewellery before, but - importantly - would consider buying it in the future. We call this group of potential buyers 'considerers'. And they represent a sizable new target audience for the gold jewellery industry.
Considering buying gold
Never bought in the past
Considering buying gold
Has bought in the past
Won't consider buying gold
Crucial barriers to overcome are the perceptions that gold jewellery doesn't represent good value, that the purchase process is difficult, and that it is too flashy and doesn't suit their style. The fact that these younger consumers already feel they have enough gold jewellery is a key watch out.