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The Times of India

Others / The Times of India

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The new gold standard: Why 18-karat jewellery is a hit

India's traditional preference for 22-karat gold is shifting towards 18-karat, driven by younger buyers seeking everyday wearability and personal expression. This change is fueled by 18K's superior durability, design flexibility for intricate pieces, and greater affordability, aligning with a modern view of luxury as practical and personal.

22 Mar 2026 12:20 am