SEATTLE (Scrap Monster): The World Gold Council (WGC) has reached an agreement with the Gem and Jewellery Export Promotion Council (GJEPC) to promote generic gold jewellery in India during the current year. As per the terms of the agreement, both parties would jointly organize a multi-media-based marketing campaign in the country, aimed at marketing gold jewellery amongst Indian consumers, especially among millennials and gen Z.
The joint partnership will work on innovative ideas to make gold jewellery more relevant and contemporary, so that it becomes more appealing to the targeted customer group. It must be noted that the recent WGC survey had indicated that young women, especially in urban areas, had expressed intent for more gold purchases in future.
Somasundaram PR, Regional CEO, India, WGC commented that the campaign will position Indian hand-made jewellery in a very modern context, which in turn would spur the Indian gold jewellery industry. Meantime, Colin Shah, Chairman, GJEPC said that the Council is delighted to collaborate with WGC in the campaign, which by itself aims to develop a sustainable model for an industry led initiative to drive growth for gold jewellery in the Indian market.
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