The Indian arm of Platinum Guild International continues to pursue its promotional campaign of the precious metal.

Platinum Gold India's Vaishali Banerjee has outlined to the Business Standard a programme of direct and experiential marketing, centring around its new brand name: 'pure, rare, eternal'.

'India is a rapidly growing and a long-term market for platinum jewellery, and we see tremendous potential for growth. The metal is now available in 35 cities and 150 retails outlets, up from 12 retail outlets in 2000.

'However, educating the consumer about the metal is an ongoing process, and something which we want to focus more on. We will upgrade our consumer contact programmes - where we call platinum experts, jewellers and designers - to make potential customers understand and actually experience what the metal has to offer.'

Four of these outreach private showings are planned to take place during the next few months, she said.