India’s millennials are changing the way the gold-crazy country buys jewelry

Millennials in the world’s second-largest gold market aren’t buying it the way their parents did.

A demographic shift sweeping urban India is beginning to show on purchase patterns in a country that buys 663 tonnes—second only to China’s 700-750 tonnes—of the yellow metal annually, a January report by the World Gold Council (WGC) noted.

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