Jewellers in India are benefiting from a growth in demand for platinum items, it has been revealed.

The Economic Times has reported that there has been a 30 per cent upsurge in demand for platinum jewellery during 2006 as the market begins to rival that of traditional favourite, gold.

Demand has been particularly high during the wedding season in India and platinum is becoming an increasingly popular choice in the bridal market across the world.

Platinum jewellery in India has also received a celebrity endorsement, with Nikita Anand, a former Miss India, telling the Economic Times: "I think platinum is a better alternative [to gold]. It is never overdone."

It is thought that the market for platinum jewellery will continue to grow in India over the coming year, with the bridal market set to lead the trend.

Ÿ Adfero Ltd