Gold An Indian Perspective

Dharmesh Sodah, joint director, India, World Gold Council, has just returned from his annual holiday in China. He has slipped effortlessly into his work of promoting the prospects of gold and increasing its demand the world over. Though India's affinity for gold is well known, he feels that there's a limiting factor as far as designs are concerned. According to him, in the last few years, Indian consumers have evolved because of media exposure and international travel. “But, unfortunately, jewelry designs have not kept pace with lifestyles,” he rues. “We as an organization are trying to bring in contemporization so that jewelry does not stay in lockers.” As a nonprofit organization, WGC does not have any products to call its own. So, it has tied up with strategic partners that share a similar vision and concept. WGS's foray into advertising was necessitated by the need to cre

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