New Delhi, April 7 -- India's top organized jeweller Titan Co Ltd is betting on coloured gemstones to buoy entry-level demand, as volatile gold prices weigh on affordability.

The Bengaluru-based firm has launched 'Hues', a range of coloured gemstone jewellery under its flagship Tanishq label. The collection features over 200 designs crafted from natural stones such as amethyst, tanzanite and tourmaline. Using over 17 gemstone varieties, the collection aims to be more accessible for younger consumers and is priced in the Rs.40,000-2.5 lakh range. Nearly 70% of the collection carries a sub- Rs.2.5 lakh tag.

India's jewelley demand remains anchored in weddings and festivals, but it's increasingly being reshaped by millennials, who are keen...