Current Indian jewellery market 'trendy but traditional'

An Indian gold jewellery manufacturer has said that although quirky new designs of gold jewellery are beginning to gain a foothold in the market, demand for 'traditional' designs was still strong.

Modern adaptations on traditional themes are gaining particular popularity and notoriety in the marketplaces of the Asian country and Ethnic Jewels says that it has tried to mirror the current demands of the consumer in its latest collections.

"Today's generation wants something trendy yet traditional that can go with salwar-kameez (a traditional dress of South Asia) and western wear as well," M Harish Baradiya of Ethnic Jewels told Indian national newspaper, The Hindu.

The company has recently opened a retail store to sell its gold jewellery, having previously been entirely based in the wholesale business in Malleswaram for three generations.

It specialises in antique gold designs, featuring traditional images of Ganesha, Radha and Krishna, among other Hindu deities.