New Delhi, April 23 -- Soaring gold prices have prompted India's largest jeweller Tanishq, part of Titan Company Ltd, to expand its 18-carat gold offerings, especially for the crucial wedding market.

"Going forward, 18 carat will become a way of life not just for us, the industry will also move in that direction because customer budgets are not infinitely extendable," AjoyChawla, CEO of Titan's Jewellery Division, said in an interview with Mint.

This move signals a shift in consumer preferences amid budget pressures as the precious metal hit record price levels recently. On Tuesday, gold hit the psychologically important level ofRs 1 lakh per 10 grams in the retail market, ahead of Akshaya Tritiya, which is the auspicious day for purcha...