Platinum looks set to be a big winner in this year's wedding season in India, as an increasing number of brides appear to be choosing the precious metal.

The Economic Times has reported that there is a growing trend among Indian brides to choose white metals such as platinum over the traditional favourite of gold.

This increase in the bridal section comes following a significant growth in sales of platinum during the festival period in India. Exporter and retailer Orra has reported that sales have increased strongly since October, helping it post an annual rise of 25 per cent compared to 2005.

Chief Executive Vijay Jain told the Economic Times: "During Diwali, and other religious festivals when it is considered auspicious to buy gold, platinum saw very good offtake."

He added: "Many customers prefer to purchase diamonds set in platinum."

The trend appears to be across the sector, as both modern brands and more traditional jewellers are seeing an increase in sales of platinum items.

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