“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.
So, what’s special about this chain? “It is a broad and thick and tightly woven chain. It gives a boost to the male ego, I feel,” said Sen. While Bollywood actors define the style quotient in the overall jewellery trade, cricketers play a major role in the men’s jewellery category.
Hardik Pandya, besides being an ace cricketer, has been an equal pro in the field of style and fashion and Indian men are now trying to embrace his style.
“Pandya wears a Cuban link chain, which is now popular among my male customers,” said Saurabh Gadgil, chairman of PNG Jewellers, a major player in Maharashtra.
The Cuban link chain has a thick texture. It is interlocked in a unique pattern to accentuate the links. The chain is said to be synonymous with the hip-hop culture of the 1970s and made popular by DJ Kool Herc while hosting hip-hop block parties in the Bronx, New York.”We are selling 50 such chains per week. Sometimes customers want it in a mix of diamond and gold for more bling, sometimes it is in pure gold. The price range of these chains is ₹6-7 lakh but may go up further according to the requirement of the customers. Along with that they want matching bracelets and earrings too,” said Gadgil. “We have witnessed 25% growth in the men’s category in the ongoing festive season. Tie-pins and kurta buttons in gold also have a niche buyer base.” While new trends are catching up in the men’s category, the Tendulkar chain has always been a runaway hit.