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ImageGold sellers in India are waking up to the fact that they must target the young and fashionable with trendy designs and have jewelry outlets at their favourite hangouts.

"We have to be relevant to the youth, so you will see us in malls and lounges and cafes," says Ajay Mitra, managing director - India of World Gold Council, in a cafe amid a hard rock music theme, where winners of a design contest were announced.

Later this month, perhaps for the first time in India, a fashion show for gold will be held at the Mumbai's Mahalakshmi race course, where the rich and famous go to bet on horses.

That would be to attract "the ones who make a fashion statement," Mitra added.