Brands chase India's men's jewellery boom as segment nears 15% of market
BlueStone, Giva, Candere, PNG and others are redesigning collections, stores and celebrity campaigns (Aditya Roy Kapur, Shah Rukh Khan) to reposition jewellery as everyday male self-expression. PNG's men's category has grown 25-30% over 3-5 years.
What happened
BlueStone · Indian jewellery brands are targeting the fast-growing men's segment, redesigning collections, store experiences and celebrity-led campaigns (Aditya
Key facts
- 15% of India's jewellery market
- 25-30% annual growth
- PNG men's category grew 25-30% over 3-5 years
Why this matters
The men's jewellery boom favors consolidating or partnering with design-forward, celebrity-backed players (Giva, Candere) to acquire momentum in a category PNG has already grown 25-30% over 3-5 years.
What to watch
- Gold price spikes suppressing discretionary jewellery demand
- Repeat-purchase and AOV data for men's segment vs one-time buyers
- Entry of international menswear/luxury brands into Indian men's jewellery
- New celebrity or athlete endorsement deals signaling budget escalation
- Same-store-sales disclosures splitting out men's category growth
- Legacy players (Titan/Tanishq, Kalyan) launch dedicated men's sub-brands or store zones to defend share against digital-first challengers
- D2C players (BlueStone, Giva) scale men's-specific ad spend and influencer/athlete tie-ups beyond film stars
- Product teams expand into non-gold formats (silver, platinum, diamond-accented steel) to hit lower entry price points
- Retail redesign: gender-neutral or men's-forward store layouts and dedicated online filters
- Bundle/gifting plays targeting weddings and festivals where women buy for men