The demand for platinum jewellery in India has seen as much as a three-fold increase, according to one of the country's prominent jewellers.

"There has been at least a 300 per cent rise in demand in platinum jewellery after Akshaya Tritiya this year," an official from Prince Jewellery told Diamonds.net.

"Although gold is still the preferred choice for big buys, the demand for white metal has also moved up significantly among buyers in south India."

"Platinum is definitely making waves. It offers a different, yet extremely elegant option that is understated and yet makes an impressive statement about the person," added V Govindraj, retail and marketing vice-president of jewellery brand Tanishq.

He said that platinum bracelets and studs were becoming more popular in the south, despite platinum still being mainly used for rings.

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