The popularity of gold is the primary driver for production, such that India today is a global leader in the manufacturer of intricate artisan jewelry.
Gold and gold jewelry are bought by the whole spectrum of Indian society, rich and poor, as it confers status on its owners. It is also believed to bring good luck to those who receive it.
Gold’s importance is underpinned by its dual role as adornment and investment.
The significance of gold’s role as adornment has dictated that a large percentage of gold is purchased as jewelry. Meanwhile, the role of gold as an
investment medium in Indian society, has meant gold retains its value over the long term.