Women from India are well-known for their beautiful silk clothing and their fine jewelry, especially gold. Now platinum is being pushed by jewelers in this country, but so far, the culture isn't buying, literally:

" Platinum jewellry in India was launched five years ago. Demand is yet to pick up as consumers' response has been lukewarm. Platinum Guild International - a body responsible for promoting platinum jewellry in India - is targeting platinum consumption to grow up to 5 tonne in the next four-five years. Consumers though are a little hesitant because of rising prices and depreciation in quantity over the years."

Read more: Gold takes the sheen off platinum