As Indian jewellers get ready for the wedding season, consumers are moving away from traditional gold and opting for platinum.

The market is currently full of designer jewellery, appropriate for ceremonies before and after marriage, such as mehendi, haldi and the engagement.

Owner of Paul Jeweller and Sons, Swagat Paul, told the Telegraph India: "Platinum jewellery is in demand, people no longer look only for gold. They don't mind experimenting."

One customer, Ritu Singh said: "I am purchasing only platinum jewellery for my wedding because I want to look different and special that day."

Consumers particularly prefer light jewellery with coloured gems, with gold associated with older people.

"These days most brides prefer wearing light jewellery than the heavy gold ornaments that their grandmothers wore," Gurvinder Singh, owner of Tanishq Jewellers showroom, added.

It is thought media and advertisements have helped to boost the popularity of platinum jewellery, as jewellers create new designs to suit new-age brides.