Actor-producer Channing Tatum walked the red carpet at this year’s Oscars wearing a Tiffany & Co brooch to match her dress, while actor Timothée Chalamet showed off his collection of stunning diamond jewelery from Cartier. According to industry experts, this trend which has been going on in the West for years now seems to be gaining momentum in India too. In 2025, sales of men’s jewelery are expected to increase by 25-30 per cent year-on-year. According to data from the Indian Bullion and Jewelers Association, men’s jewelery will account for 15 percent of India’s $94.14 billion jewelery market in 2025, which is three times more than in 2020.
Jewelery became a part of men
Speaking to ET’s report, Ramesh Kalyanaraman, executive director, Kalyan Jewellers, said that when a celebrity wears a special kind of jewelery on her wedding occasion, it also helps other men understand that jewelery is not just a wedding gift or an afterthought, but an essential part of the groom’s styling. He further said that with the expansion of this category, men’s jewelery is no longer limited to just weddings, but is also becoming a part of men’s everyday dressing. In 2025-26, Kalyan Jewelers sees double-digit growth in men’s jewelery sales. In the third quarter, this category contributed 42 percent to the company’s total revenue in India. Experts said that some high-profile weddings that took place recently have given this trend an even greater boost. Now its demand is not limited only to the traditional wedding season, but it has also become a part of everyday dressing.
Trend got boost from celebrity endorsement
In 2025-26, Kalyan Jewelers sees double-digit growth in men’s jewelery sales; In the third quarter, this category contributed 42 percent to the company’s total revenue in India. Experts said that some high-profile weddings that took place recently have given this trend an even greater boost. Now its demand is not limited only to the traditional wedding season, but it has also become a part of everyday dressing. Endorsements from celebrities like Shahrukh Khan, Shahid Kapoor, Saif Ali Khan, MS Dhoni and Ranbir Kapoor have also played an important role in increasing the sales of brands like Candere, Tiffany and Kisna.
Changed demand of men regarding jewelery
Kalyanaraman said the demand has now shifted away from traditional jewellery, such as heavy chains, worn mostly on special occasions. He said today the demand is more diverse, including bangles, rings, layered necklaces, bracelets and even heritage-inspired designs. He further said that this change is visible in big cities as well as Tier II and III markets, which reflects a greater cultural acceptance for men’s jewellery.
Jewelery became part of daily fashion
Overall, according to data from TAM Adex, an advertising monitoring and analytics platform, jewelry retailers are set to be among the top 10 most-advertised categories on TV in 2025. He rose to ninth position from 16th position a year ago. Parag Shah, CEO, Kisna Diamond & Gold Jewellery, said that chains are now being seen as essential jewelery to be worn on a daily basis with clothes, rather than being worn only on special occasions. At the same time, rings are also moving beyond traditional wedding rings and becoming a part of everyday fashion.