Bengaluru, March 20 -- Soaring gold prices are squeezing Titan Company Ltd's price-sensitive customers, prompting the Tata Group firm to double down on studded silver jewellery to defend growth in its sub- Rs.1 lakh segment.

The pressure is most visible at its youth-focused brands CaratLane and Mia by Tanishq, where demand is showing signs of strain as gold becomes less affordable. Titan is expanding design-led silver offerings to retain entry-level buyers, rather than relying only on lower-carat gold or pricing tweaks.

The shift underscores a broader pivot underway in India's jewellery market: as gold prices climb, consumers-particularly younger buyers-are becoming more experimental, gravitating toward lighter, lower-ticket categories ...