Tuesday, 16th November 2004 (3793 views)

India's jewellery industry is using foreign designers to help it widen the scope and style of its own artists.

A new project backed by the Ministry of Commerce has brought in German designers as the industry strives to tailor its lines for global demand.

Dr Thomas Beil, the principal of the course, told the Hindustan Times that the scheme had fostered a mixture of new overarching strategic approaches to the industry and also simple tips on how to cater for the European market.

Thus, for example, designers have explained how the typical Indian gold ornament is not much in demand outside the country, or how Europeans prefer nine carat gold.

"While India is one of the highest consumers of gold, the country exports only one per cent of the total world supply. The reason: India's inability to understand the requirement of world market," he explained.

The net export rate of gold jewellery in India is estimated by the Gem and Jewellery Export Promotion Council to have doubled in the six years leading up to 1999.

 

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