Jewellery firm GRT (GR Thanga Maligai) has launched its first platinum bridal set.

The Chennai-based company said that it had decided to introduce the new line in response to growing demand for white metal.

Platinum is becoming increasingly popular as an alternative to gold and other precious metals.

According to the Indian fashion website fibre2fashion.com demand is particularly high at the moment because it is a popular time of year for weddings.

The company will offer engagement rings, wedding rings, chains and bracelets, the website said.

GRT describes platinum as "the most noble of all metals".

"Platinum jewellery complements the contemporary woman, lending her a unique presence," the jewellery maker added.

The trend towards platinum jewellery has been led by celebrities, some of whom have started to ditch gold and silver for the precious white metal.

Ÿ Adfero Ltd