India, June 26 -- Jewellery demand in India remains resilient despite volatility in gold prices and consumers rather adapt to new buying patterns instead of deferring purchases, said Sandeep Kohli, CEO of Indriya, the jewellery retail brand of Aditya Birla Group.

"Volatility in any kind of pricing is not something consumers like. When there is too much volatility in gold rates, consumers tend to hold back purchases. But the demand does not go down," Kohli told PTI. Gold jewellery continues to occupy a special place in consumers' hearts because purchases are often associated with weddings, festivals and other significant occasions, he said.

In the last six months, the demand for gold and value sales have been good. People have bought gol...