Platinum Guild International (PGI) India has announced the launch of Platinum Season of Love 2026, its flagship nationwide retail initiative that will run from 17 April to 31 May 2026 across jewellery stores in India. A major strategic programme in PGI India’s annual calendar, the campaign aims to boost consumer demand and strengthen retail momentum for platinum jewellery across key branded categories, in partnership with its trusted retail associates, during the summer season known for weddings and celebratory occasions.
Featuring an exclusive range of finely crafted platinum jewellery from Platinum Evara, Men of Platinum, and Platinum Love Bands, the initiative is expected to accelerate category growth during the season. It will also help consumers understand the unique appeal of platinum as a rare precious metal with lasting value.
This year’s activation is further supported by a consumer campaign for Men of Platinum starring brand ambassador MS Dhoni under the theme Chosen by Mahi. The campaign honours men of strong character who make intentional choices without compromise, positioning platinum as their natural preference. Dhoni’s quiet confidence, authenticity, and timeless appeal closely reflect the values associated with platinum.
At retail stores, Platinum Season of Love 2026 will spotlight PGI India’s three flagship categories:
- Men of Platinum – bold and stylish platinum jewellery for men
- Platinum Evara – elegant platinum jewellery designed for contemporary women
- Platinum Love Bands – symbolic bands celebrating modern love and commitment
Together, these collections highlight platinum’s rarity, emotional value, and relevance for today’s consumers, encouraging them to choose a metal that is not only precious but exceptionally rare. Crafted in 95% pure platinum, PGI’s branded jewellery collections continue to appeal strongly to younger Indian buyers.
Vaishali Banerjee, Head of Global Market Development and Managing Director – India & Middle East, PGI, said today’s younger consumers increasingly seek jewellery that reflects their identity, making rarity, meaning, and self-expression more important than ever. She added that Platinum Season of Love transforms this insight into a focused retail programme that delivers consumer value while driving category growth in close collaboration with retail partners.
With strong participation from leading jewellers, the 2026 edition is expected to create another successful season for platinum jewellery in India.
Retail leaders from across the country also shared their optimism about the initiative, noting that platinum’s rarity and emotional significance continue to resonate with discerning consumers. They highlighted how the combined strength of Men of Platinum, Platinum Evara, and Platinum Love Bands offers a compelling in-store story that can deepen engagement, increase awareness, and drive sales across diverse customer segments.
Leading jewellery brands including Kalyan Jewellers, GRT Jewellers, Joyalukkas, Senco Gold & Diamonds, Kalamandir Jewellers, PNG Jewellers, Jos Alukkas Jewellery, and Vummidi Bangaru Jewellers expressed confidence that Platinum Season of Love 2026 will enhance platinum’s desirability and further strengthen the category in the Indian market.