Financial Daily from THE HINDU group of publications
Tuesday, Jun 17, 2003
Financial Daily from THE HINDU group of publications Tuesday, Jun 17, 2003 |
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Marketing
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Standards & Benchmarks Agri-Biz & Commodities - Precious Metals Go to Kerala for pure gold Our Bureau
BANGALORE, June 16 THE glitter of gold may have little to reflect its purity. It is the integrity of the metal content, measured in karats that distinguishes its purity, and Kochi, the busy commercial city of Kerala has scored a high rank in the test for purity of gold sold in the market. At 20.31 karat, which itself is less than the 22 karat claimed by most jewellers, Kochi's gold purity ranks higher than the average of 19.43 karat sold in the ornament market. Nashik in Maharashtra with 20.28 karat and Mangalore in Karnataka with 20.17 karat occupy the premium position after Kochi among 30 cities which were taken for analysis under the "Impure to Pure Exchange Offer" run by Tanishq. Only seven out of the 30 cities, came close to the 22-karat mark in purity levels of gold, while more than 50 per cent of the cities studied by the company averaged between 19.71 (Kolkata), 19.52 (Vijayawada) to 19 karats. The cities which came in the band of 19 plus were Jaipur, Amritsar, Chandigarh, Varanasi, Jalanadhar, Chennai Visakhapatnam, Madurai, Trichi, Salem, Hubli, Tuticorin, Mumbai, Nagpur and Raipur. The rest of the cities had purity ranging from 17.02 karat to 18.9 karat. Announcing the reopening of the "The Impure for Pure Exchange" offer, Tanishq, jewellery business arm of Titan Group, said the customers could walk into the Tanishq showrooms and get a free gold purity check done on the Karatmeter. During the offer period from today till June 30, the customers can exchange their old jewellery even if their article were to be less than 22 karat. "The offer is that the jewellery up to 19 karat of purity will be valued 22 karat by Tanishq in exchange for any Tanishq product, said Ms Y.L. Saroja, Head, Design and Marketing. For purity below 19 karat, the customer would have to pay to make it up to 19 karat and then avail of the offer, she said adding Tanishq had also planned a discount of three and five per cent for products brought to the showroom before 4 p.m. Tanishq showrooms across the country are equipped with karatmeter, an internationally acclaimed device for purity check. The device uses x-rays to give an exact reading of the purity of gold.
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