Why Most People Still Don’t Choose Platinum

Platinum carries quiet prestige, but not mass affection. Walk into any Indian jewellery shop and ask for platinum — you’ll often be led to a small corner display. Gleaming, yes, but limited. Ask for gold, and the whole store lights up. That difference says more about human nature than metal markets.

Price alone doesn’t explain it. As of late 2025, platinum trades near ₹3,300–₹3,600 per gram, while 24-carat gold hovers above ₹12,000 per gram. On paper, platinum is cheaper. Yet its demand remains a fraction of gold’s. Why? Because people don’t see platinum as wealth, they see it as fashion. Gold, by contrast, is a savings plan disguised as jewellery.

Resale value is another hesitation. Few buyers want to own something that’s hard to liquidate. Platinum’s resale chain is thin — only select jewellers buy it back, and often at steep deductions. Gold, meanwhile, has an entire ecosystem — banks, pawnshops, family jewellers — ready to convert it to cash at a moment’s notice. That accessibility gives gold a sense of security platinum hasn’t earned yet.

Then comes awareness and emotion. In metros like Mumbai or Bengaluru, people know platinum as a luxury metal. But in smaller towns, many still confuse it with silver or white gold. It lacks the cultural story that gold enjoys. There are no songs or family rituals around platinum. You rarely hear grandparents say, “Invest in platinum for your future.” It hasn’t lived long enough in the collective memory.

Marketing hasn’t bridged the gap either. While global brands push platinum through high-end jewellery campaigns — often linked to weddings or anniversaries — the message feels niche. Gold sells on sentiment; platinum sells on aspiration. One promises safety, the other status. And in uncertain economies, people choose safety first.

Yet, beneath the surface, there’s a growing crowd that prefers subtle over shiny. Young urban buyers who find gold “too traditional” see platinum as their statement — minimalist, strong, modern. They like that it doesn’t scream wealth but whispers it. For them, platinum’s lower resale value isn’t a deal-breaker; it’s part of its exclusivity.

There’s also the generational divide. Older generations measure value in liquidity — how quickly can it help in need? Younger ones measure it in individuality — how well does it reflect me? Platinum fits the second idea beautifully, but India’s buying power still leans on the first. Until sentiment shifts, gold will rule household vaults.

Ironically, platinum’s greatest strength — its rarity — also limits its fame. It’s mined in just a few countries, and global production barely touches 190 tons a year, compared to gold’s 3,000 tons. That scarcity should make it desirable, yet because it’s less visible, people barely notice. It’s like an introvert at a loud party — interesting, but easy to overlook.

Still, its time may come. As industries and investors begin to rediscover its role in technology and clean energy, platinum’s narrative could widen beyond jewellery counters. But that belongs to the next chapter — where we explore how this underdog metal might find its new stage, not in ornaments, but in the engines and innovations shaping the world ahead.