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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