At CaratLane, 14K gold now contributes around 35% of total revenue, according to Shaifali Gautam, Chief Marketing Officer.
“We’re repositioning 14KT not just as an affordable option, but as an aspirational and conscious choice,” she said.
The brand offers 14K jewellery in modern, minimalist designs that cater to everyday use, with a made-to-order feature, allowing customers to choose their preferred karatage.
Mia by Tanishq is also leveraging the strengths of 14K gold, citing durability and design flexibility as key advantages.
“14K jewellery allows for bolder, more playful design expressions while remaining durable enough for daily wear,” said Shyamala Ramanan, Business Head at Mia.
The brand highlights styling versatility and promotes the idea of “jewellery for you, not the locker.”
According to Ramesh Kalyanaraman, Director at Candere, younger buyers view lightweight jewellery as a form of self-expression.
“14K gold offers a balance of durability, affordability, and aesthetic appeal,” he said. “It is particularly suited for daily wear and self-purchase.”
Marketing strategies across brands focus on emotional connection, self-reward, and personal milestones. Campaigns like CaratLane’s #WearYourWins and Candere’s Love is Light aim to position lightweight gold jewellery as meaningful and accessible.
Ramanan added that messaging around sustainability — such as Mia’s use of recycled gold — is also resonating with socially-conscious consumers.
There are notable regional variations in karat preferences. While 22K gold remains dominant in parts of southern India, metros such as Mumbai, Delhi, and Bengaluru have seen faster adoption of 14K.
Tier-2 towns are also showing increased interest. “These markets are increasingly trend-conscious and aspirational,” said Ramanan.
Candere also noted that 14K gold is gaining ground even in smaller cities as younger consumers opt for affordable, style-forward designs.
The introduction of brand ambassadors, such as Shah Rukh Khan for Candere, has further boosted visibility and acceptance of everyday fine jewellery.
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