WGC in collaboration with BIS will set up world class laboratories for this purpose and ensure that the end product sold to the customer is true value for money.

According to GS Pillai, manager North World Gold Council: "With growing consumer consciousness, customers are more discerning than ever and aware of their rights thus it is important to hallmarks the jewellery so that the consumes get value for their money"

India has potential to be a major player in the international jewellery market and the trade is growing from goldsmith to businessmen. The jewellery trade also has to keep pace with the increasing trend towards globalisation. In an age where competition has increased manifold jewellers have to keep up with the growing demand from customers forauthenticated products. As with all other product categories the key focus in the gold jewellery business is "Consumer must get value for money".

Today consumers have more disposable income but with increased liberalisation there are more products in the market vying for their attention. Unlike earlier times not all customers purchase gold as an investment. There is greater demand for modern designss and fashionable jewellery. Women who are the chief consumers of gold are no longer as fascinated with the product now and have shown preferences for other products. Traditionally gold was purchased on festive occasions or on weddings and formed an important part of the bride's troussaue. The ritual still persists but the demand is for more quality products and contemporary designs.

In order to provide the consumer authentic jewellerys WGC & BIS have jointly decided to hallmark gold jewellery. This will ensure that the customer gets the exact cartage mentioned on the product. This will be certified through anevluation process undertaken by BIS. The participation of the jeweller is voluntary. Most of them have evinced keen interest in joining the programme. This is sone way by which a jeweller can differentiate his product from other jewellers and offer the customer true value for money.

World Gold Council, headquartered in Geneva, is a non-profit organisation committed to improving every link in the `golden chain' to ensure that the gold industry is able to meet the evolving needs of the Indian consumer in terms of designs and product.