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A gram gold jewelery business has a lower business volume than that of regular jewellers. However, many of them are growing at more than 20% annually. One gram gold jewelery also offers designs similar to those of gold jewellery. But these cost only 1/10th of real gold jewellery. Married people and office goers mostly buy such jewelery in Kerala.
In Gulf countries, such jewelery is mostly used as party wear. Malayalis in foreign countries are also interested in wearing this type of gold jewelry more.
Human psychology also helps the one gram gold jewelery business. The changing trends in movies and serials make people wear jewelery that looks expensive. Middle class and rich people are consumers of such gold jewellery. The advantage of imitation gold is that even if it is lost through theft and looting, the loss is minimal.
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