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Male chains flying off the shelf this festive season

The gold chain worn by actor Ranveer Singh in the Bollywood movie Rocky Aur Rani Kii Prem Kahaani, cricketer Hardik Pandya’s Cuban link chain and the so-called Tendulkar chain have all become a craze among men this festive season. Top jewellers say they are selling as many as 50 such chains per week, priced at ₹6-7 lakh each.

The demand for men’s jewellery has increased 18-25% this festive season compared with last year, they said. While gold chains are the most sought-after, bracelets and studded earnings are the other popular categories.

“In the men’s category, we have seen 18% growth this Navratri-Dussehra period,” said Suvankar Sen, managing director of listed jewellery firm Senco Gold & Diamond. “The demand for Ranveer Singh chain has become popular after the film was released,” Sen said. The retailer, he said, sells 25-30 chains worn by Singh, who played Rocky Randhawa in the movie released this July.

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