Platinum jewellery is moving further into the Indian market, as the precious metal proves popular and becomes a preferred material of choice over gold.

Demand for platinum jewellery in India has been on an upward curve in recent years, with Platinum Guild International (PGI) reporting a twofold increase in 2003 as it hit 600 kgs in 2003.

Following strong profits from Indian jewellery firm Tanishq, due to high platinum sales, Malabar Jewels and Diamonds has revealed new expansion plans.

The Indian jeweller is opening a new store in Bangalore, its eighth retail outlet and it also plans to move into Mangalore and Hubli in Karnataka, Hyderabad in Andhra Pradesh and Chennai in Tamil Nadu.

Malabar is a (PGI) authorised retail store and sells a number of platinum items, as well as premium watch brands and gold jewellery.

The new store was opened by teenage tennis sensation Sania Mirza and Kerala superstar Mohan Lal.

It is thought women aged 25 to 45 years old are the main fans of platinum jewellery in India.