Platinum Guild International (PGI) India has introduced a new collection under its Men of Platinum brand, featuring chains, pendants, bracelets and rings designed for men at different stages of their personal and professional journeys. The collection is endorsed by Indian cricketer Rohit Sharma and music composer and performer Anirudh Ravichander, who feature in the brand’s latest campaign celebrating character, resilience and individual identity.
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The launch builds on the belief that lasting success is shaped by character — the determination to follow one’s own path, the resilience to move forward through challenges and the values that give achievements lasting significance.
The expanded collection combines bold, statement-making platinum jewellery with lighter, contemporary designs intended for more frequent wear. Sculpted shapes, geometric surfaces, interlocking links and carefully balanced contrasts in colour and finish give the pieces distinctive identities. The range includes designs intended to reflect achievement and stature, alongside everyday pieces that can become part of a man’s personal style.
Rohit Sharma and Anirudh Ravichander Represent Different Journeys to Success
The campaign connects the collection’s designs with the personal journeys and values of its two endorsers.
Rohit Sharma’s composure and leadership reflect the character and values that sustain success, while Anirudh Ravichander’s self-belief and willingness to evolve represent the qualities that help build it. Their different experiences provide the campaign with two perspectives on individuality, conviction and achievement.
At the centre of the collection is platinum, a precious metal recognised for its strength and naturally white colour. These properties form the foundation for designs ranging from substantial statement pieces to more refined jewellery intended for everyday use. Each piece is designed to reflect the character of the person wearing it.
Rohit Sharma on Character, Values and Platinum
Rohit Sharma said:
“Platinum is known for its enduring strength, and I think that makes it a powerful symbol of the character it takes to keep moving forward, no matter what comes your way. I have always believed that while success is important, how you get there matters just as much. The decisions you make under pressure, how you respond when things don’t go your way, and how you bring people along with you – that says a lot about who you are. That idea of character is something I connect with strongly in Men of Platinum.”
His statement reinforces the campaign’s focus on how decisions, responses to adversity and the ability to lead others shape a person’s character beyond professional achievements.
Anirudh Ravichander on Self-Belief and Personal Growth
Anirudh Ravichander said:
“For me, success has always been about believing in yourself, creating your own path and continuing to evolve. There will always be opinions about what you should do or who you should be, but having the conviction to stay true to yourself is what really matters. That idea of character is something I connect with strongly in Men of Platinum. Platinum is known for its enduring strength, and to me, that makes it a powerful symbol of the inner strength it takes to keep believing, creating and moving forward.
His remarks connect platinum’s durability with the inner strength required to maintain self-belief, develop new ideas and continue progressing on an individual path.
PGI India Highlights the Evolving Men’s Jewellery Market
Vaishali Banerjee, Head of Global Market Development and Managing Director – India & ME, Platinum Guild International, said:
“Men are wearing jewellery in more ways and at more moments in their lives. With this collection, we are extending Men of Platinum from statement pieces for established achievers to design-forward options for younger men developing their own sense of style. It is a wider expression of platinum’s place in the men’s jewellery category. The designs bring Men of Platinum’s values to life in a tangible way. Further, Rohit Sharma and Anirudh Ravichander – who are icons for a vast cross-section of Indian men today, wear pieces that speak to their different styles and journeys, while the collection as a whole connects platinum’s ability to endure. Its lasting strength speaks to the character behind enduring success.”
Banerjee’s statement underlines the brand’s effort to expand its appeal beyond established achievers and reach younger men who are developing their own fashion preferences. The collection brings together different design approaches while maintaining a common focus on platinum’s durability and the values associated with the brand.
Five New Men of Platinum Designs to Know
The collection includes distinct designs that combine platinum with different shapes, materials, colours and finishes.
1. The Platinum Trinity Chain
Different forms and finishes come together in a single seamless composition. Platinum, rose gold, and nocturnal blue ceramic bring their own distinct identity, reflecting a man who draws strength from everything that has shaped him. Crafted from enduring platinum – a metal prized for its strength and resilience – this versatile chain is for men who bring their many influences together to create something that they own.
2. The Platinum Capsule Bracelet
A fine rose gold line runs through a series of platinum links, giving this bracelet a clean, modern look. Crafted in enduring platinum, known for its lasting strength, it is made for men who keep moving forward—each step building on the last.
3. The Platinum Groove Ring
Diagonal grooves and triangular details give this ring a bold, structured look. Crafted in enduring platinum, known for its strength and ability to hold its form over time, it is made for men who face every challenge with quiet determination.
4. The Platinum Ascent Wristwear
Bold, stepped ridges wrap around this platinum band in a continuous twist, each turn building upon the last. A deep blue stone lends the design a quiet accent. Cast in enduring platinum – one of the strongest precious metals on Earth – this statement piece reflects a man whose strength lies not only in what he achieves, but also in the difference he makes.
5. The Platinum Rhythm Chain
Platinum links with ice gold accents come together in a clean, repeating pattern. Crafted in enduring platinum, known for its lasting strength, the chain reflects a man whose many values are deeply connected, each one shaping the way he moves through life.
New Collection to Reach Retail Stores Ahead of the Festive Season
The new Men of Platinum collection will begin arriving in stores in October, ahead of Dussehra and Diwali. The jewellery will be available through key retailers across India, giving consumers access to the new designs during the festive shopping season.
The brand is also active on social media through Facebook and Instagram under the handle @MenOfPlatinum.
About Platinum Guild International
Platinum Guild International (PGI) is a marketing organisation established in 1975 with the objective of developing the global platinum jewellery market as a source of demand for platinum. It works with dedicated specialist teams across four major jewellery markets — China, India, Japan and the United States.
Through direct-to-consumer initiatives and collaborations with jewellery retailers and manufacturers, PGI identifies opportunities for platinum jewellery and develops programmes intended to increase consumer demand and build a lasting commitment to platinum as a jewellery metal.
Its consumer marketing and educational initiatives focus on raising awareness of platinum’s distinctive properties and strengthening appreciation for its use in fine jewellery. Across its key markets, the organisation works with partners through programmes supported by strategic planning, marketing, retail, design and business development teams.
PGI is funded by leading platinum producers in South Africa, alongside co-funded programmes developed in partnership with the jewellery industry.
PGI’s Purity Assurance Programme
PGI has partnered with TÜV India Pvt. Ltd. to operate a quality audit programme designed to provide assurance of platinum purity in jewellery covered by the programme. TÜV India is among the country’s early certification bodies and has been associated with quality assurance initiatives in India.
Under PGI India’s purity assurance programme, jewellery can carry an assured purity of up to 95% platinum. Each covered piece is stamped Pt950 and comes with a tamper-proof quality assurance card, helping consumers distinguish authenticated platinum jewellery from other jewellery products.
FAQ’s
1. What is the new Men of Platinum collection launched by PGI India?
The collection features platinum chains, pendants, bracelets and rings designed for men at different stages of life. It combines bold statement jewellery with contemporary pieces intended for regular wear, using sculpted forms, geometric details, interlocking links and contrasting finishes.
2. Who are the brand ambassadors for the new Men of Platinum campaign?
Indian cricketer Rohit Sharma and music composer and performer Anirudh Ravichander endorse the collection. The campaign connects Sharma’s composure and leadership with the values that sustain success, while Ravichander’s self-belief and willingness to evolve represent the character required to build it.
3. Which designs are included in the new Men of Platinum collection?
The featured designs are the Platinum Trinity Chain, Platinum Capsule Bracelet, Platinum Groove Ring, Platinum Ascent Wristwear and Platinum Rhythm Chain. They incorporate different combinations of platinum, rose gold, nocturnal blue ceramic, ice gold accents and a deep blue stone.
4. When will the new Men of Platinum jewellery be available in India?
The collection is scheduled to begin arriving in stores in October, ahead of Dussehra and Diwali. It will be available through key retailers across India.
5. How can consumers identify platinum jewellery covered by PGI India’s purity assurance programme?
According to PGI India, jewellery covered by its purity assurance programme is stamped Pt950 and supplied with a tamper-proof quality assurance card. The programme provides assurance of platinum purity of up to 95%, supported by an audit programme implemented in partnership with TÜV India Pvt. Ltd.
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