New Delhi, Oct. 16 -- With gold prices hitting record highs, traditional 22- and 24-karat jewellery is fast slipping out of reach for many buyers. The sparkle, though, hasn't dimmed - it's just shifted. Consumers are increasingly turning to options like 18- and even 9-karat gold, which offer the same glam at a friendlier price tag.

Jewellery retailers are catching on: Titan's Tanishq, for instance, has widened its 18-karat range, particularly targeting the wedding market. Senco Gold says demand for 14-karat and 18-karat pieces is on the rise, with the industry already eyeing a 9-karat future.

Karats indicate the purity of the gold. Gold of 24 karats is the purest form (99.9%), 22 karats is typically used for jewellery and is mixed with ...