Mint Podcast: As Gold Becomes Unaffordable, India's Largest Jeweller Tanishq Turns To 18 Carat Wedding Jewellery

India is a huge market for gold. In fact according to reports by the World Gold Council, Indian women hold a whopping 24,000 tonnes of gold. This is more than any country - and some reports even say that Indian women actually hold 11% of the entire gold in the world.Weddings in India are what account for approximately 50% of the gold jewellery demand. There are also auspicious occasions like Akshaya Tritiya and Dhanteras which are considered auspicious, and these are times when gold buying surges. But now... soaring gold prices have prompted India's largest jeweller, Titan-owned Tanishq to start making some changes. They are now expanding offerings in 18-karat gold instead of the preferred 22-karat gold, especially for the crucial wedding market, because customers' budgets can only be stretched so far. Watch the full episode on YouTube- https://www.youtube.com/watch?v=QfrnvaFYjmE