PGI announces the sixth edition of Platinum ‘Season of Love’ retail initiative in India


18th April 2023

Platinum Guild India (PGI) has announced the sixth edition of its flagship retail initiative – ‘Platinum Season of Love’.  A retail trade activation initiative, the month-long programme will kick off from May 1st – June 1st, 2023. Last year the ‘Platinum Season of Love’ saw over 1400+ stores from across 300+ cities reporting a 102% growth in platinum jewellery sales in the country

Over the years, this initiative has helped drive a significant increase in demand for platinum jewellery sales, as well as driven higher number of footfalls at retail partner stores. Driving on the success of the five previous editions, over 1500+ number of stores are expected to participate this year. With renewed energy and excitement, PGI India along with the support of its robust network of retail partners aims to make this initiative even bigger and to bolster the overall consumer retail demand for platinum.

Vaishali Banerjee, Managing Director, PGI-India expressed her thoughts on the Platinum Season of Love, sixth edition stating, “With an overwhelming response for Platinum Season of Love from our retail partners last year, we are thrilled to announce the latest edition of one of our biggest retail activation programme. At PGI, our focus has always been on placing the consumer at the forefront, and this initiative is a result of our strategic partnership with retail partners to drive consumer engagement and further strengthen the consideration of platinum jewellery amongst consumers. We are grateful for the support of our partners to drive the growth momentum for platinum jewellery and make Platinum Season of Love bigger and better year-on-year.”

The Platinum Season of Love initiative will straddle all three categories of platinum jewellery, namely, Platinum Days of Love – which offers platinum love bands for couples; Men of Platinum – offering men’s platinum jewellery, and Platinum Evara- offering contemporary platinum jewellery designed for the modern woman of today. The initiative will be supported by a robust communication plan spanning Digital, Social & PR for maximum visibility and impact.

Mr. G. R. ‘Anand’ Ananthapadmanabhan, Managing Director, GRT Jewellers said, “We are excited to once again launch the sixth edition of the ‘Platinum Season of Love’ campaign and are determined to put our best foot forward. Over the years, we have seen remarkable success and have even been honored with awards for our efforts. The Platinum Season of Love campaign has been instrumental in boosting platinum jewellery sales during a crucial purchase period. We are confident that with PGI’s support, this year’s campaign will exceed our expectations and generate even more momentum for platinum jewellery among our consumers. Wishing everyone a happy & prosperous Akshaya Tritiya.”

Mr. G. R. Radhakrishnan, Managing Director, GRT Jewellers said, “The Platinum Season of Love has proven to be a much-awaited annual retail activation program, consistently driving sales and attracting a wider audience to our stores. We are thrilled to be partnering with PGI for the sixth edition of this campaign and are fully committed to making it our most successful one yet. Furthermore, the insightful marketing campaigns by PGI will only add further interest among consumers. Wishing everyone a happy & prosperous Akshaya Tritiya.”

Rajesh Kalyanaraman Executive Director of Kalyan Jewellers said, “PGI has always led the way with their innovative marketing initiatives and campaigns that have always captured the interest of consumers. The Platinum Season of Love is one of their signature campaigns, and for us, it has consistently proven to be a successful month of high energy with increased consumer footfall and overall sales. We are thrilled to once again partner with PGI for the sixth edition of the Platinum Season of Love this year and are fully committed to making it an even bigger success than before.”

Suvankar Sen, CEO & MD, Senco Gold & Diamonds, said, “Platinum Season of Love is one of PGI’s signature campaigns that we look forward to being associated with every year. It is PGI’s support that helps and motivates us to set higher goals for ourselves and thereby achieve them. This campaign is instrumental in creating adequate enthusiasm in the market and our business year after year. We are all geared up for Platinum Season Of Love this year and are confident of setting newer records!”

Mr. Milan Shah, Director, Kalamandir Jewellers, said, “Platinum Season of Love this year brings in newer opportunities to promote platinum jewellery.  As always, this annual retail activation program is a key driver in boosting demand for platinum jewellery during the summer wedding season and setting the stage for growth during the upcoming festive period. We have witnessed consistent growth on the back of this annual retail activation, and we are confident that with the support and motivation of PGI, we will be able to drive higher volumes this year.”


Platinum Guild International (PGI) is a marketing organisation with the vision to develop the global platinum jewellery market as a new demand source for platinum. It was formed in 1975 with specialist teams dedicated to growing the global platinum jewellery market through consumer and trade-facing programmes in the four key jewellery markets of China, India, Japan and USA. Since then, jewellery development has demonstrated a strong track record in delivering results. Through various programmes, both direct-to-consumer and in collaboration with Jewellery retailers and manufacturers, PGI creates consumer ounce demand by first identifying opportunities for platinum in jewellery, and then developing them with partners. It also aims to build an enduring commitment to platinum in jewellery.  PGI’s consumer marketing and educational programmes are focused on developing awareness and an appreciation for platinum’s unique properties as a precious metal for fine jewellery.

In addition, PGI works globally with collaborative partners running extensive marketing programmes in the four main platinum jewellery markets of China, Japan, USA and India. These markets are staffed with experts in strategic planning, marketing, retail, design and business development. PGI is funded by the leading platinum producers of South Africa, as well as through co-funded programmes with the jewellery industry.


PGI has partnered with TUV India Pvt Ltd to implement a robust audit programme to ensure the purity of platinum under its programme. TUV is one of the country’s first certification bodies and has been closely associated with the quality revolution in India. Under Platinum Guild India’s quality assurance programme, each individual piece of Jewellery has an assured purity as high as 95%. And as a proof of this assurance, every piece is stamped ‘Pt950’ and comes with a tamper-proof quality assurance card that distinguishes authentic platinum from other jewellery. A Unique Identification Number is also stamped on the jewellery in addition to the detailed description of the piece you choose for yourself. Our quality assurance programme is in place to ensure transparency and that the platinum the consumer buys is of the highest quality. After all, that is what true value is all about.