Bridal jewellery is helping to push platinum sales up in India as the market enjoys a boon from the current 'wedding season'.

Domestic jewellery retailers such as Diastar Jewellery say that they have seen a noticeable upturn in the bridal jewellery sector this year.

Indeed, the Mumbai outfit's representative PK. Jain said that a massive 14,000 weddings were held in the first day of the season alone.

Demand in the gold jewellery sector has risen by five per cent in comparison to the previous year, with many of the country's wealthier inhabitants now opting for the exclusivity of diamonds and precious metals such as platinum.

“Around 20 per cent of wealthier families are converting to diamonds as part of the wedding jewellery package and around one per cent are using platinum,” Mr Jain told Reuters.

Jewellery is given to newlyweds as a means for ensuring financial security, with gold the standard choice.

However, as the value of platinum has risen, some parents have been keen to offer their children the more expensive pieces.