Mumbai, Oct. 14 -- Rising gold prices are changing the way Indians buy jewellery. Instead of avoiding purchases altogether, many consumers are choosing lighter designs, exchanging old jewellery and moving to 18-karat gold products that cost less than traditional 22-karat pieces, Arun Narayan, chief executive of Titan's jewellery division, told Mint.

"A lot of jewellery that we brought out in 18 karat is getting a lot of interest, or even lower caratages in diamond jewellery," Narayan said on Tuesday.

He said customers are spending more time researching products online before making purchases. Many are also comparing exchange offers and payment plans before visiting stores.

"Jewellery and gold certainly remain desirable," he said, addin...