Traditionally, Indians have always bought jewellery for festivities, weddings and other special occasions through their trusted neighborhood or family jeweller. But in recent years, a trend seems to be evolving whereby increasing number of individuals (especially from metros) are opting for branded jewellery which is driving the growth of organized retail jewellery. The change in trend is due to a number of factors like brand consciousness, wider variety of designs at different price points, hallmarking and certifications of gold and diamonds and exposure to global jewellery fashion & media. Domestically, gems & jewellery (G&J) has been a highly unorganized sector with approximately 300,000 traditional neighborhood jewellers across India, organized penetration being about 17%. Indian Gems and Jewellery (G&J) industry is one of the major exporting industries and has contributed ~13% to the total export earnings of the country during FY13. In light of the burgeoning current account deficit (CAD), RBI and GoI has been introducing various measures since May 2013in order to curb the gold imports.The GoI has also recently increased the import duty on gold and platinum from 8% to 10%. The Indian gold jewellery exports witnessed a declining trend during H1FY14.