Platinum is "synonymous with opulence and refinement" and is the metal of choice among those seeking exclusivity and luxury.

That is according to Neha Dewan, writing for the Economic Times, who claims that consumers will always choose platinum if they are in search of a special gift or treat.

While jewelry is of course the most obvious example, platinum is also gaining prominence in other areas, including crockery and showpieces.

The Economic Times report points out that Lladro - the famous manufacturer of porcelain figurines - is using platinum to enhance its already exclusive creations.

Amar Agrawal, managing director of SPA Agencies India, told Neha Dewan that consumers are demanding the exclusivity that platinum encapsulates.

"Platinum is becoming an increasingly popular metal in India, with a very strong trend of people wanting to use this precious metal versus gold. Exclusivity is steadily becoming luxury's middle name and platinum being a rare and expensive precious metal helps in creating a perception of exclusiveness and innovation," he said.

Platinum represents identical ideals when used in jewelry and this is why millions are choosing it for engagement rings and wedding bands. Platinum engagement rings are seen by many as the ultimate romantic gesture due to the connotations of longevity, purity and elegance.

Mehul Choksi, chairman of the Gitanjali Group, told the Economic Times that platinum awareness in India is split geographically.

"Since it gives a message of its purity, rarity and strength, the awareness has been more in the southern and western parts of India. The eastern and northern parts are still at the nascent stage to attract the consumers," he added.

Neha Dewan has pointed to a bright future for platinum jewelry, with "the unconventional designs" making the precious metal "all the more attractive for the connoisseur".

"Choose platinum and drown in luxury as the precious metal takes you in its irresistible fold," the report concludes.