Engineering Growth
Enabling and scaling the adoption of existing technologies & products is another key programme under market development.
Still largely in their growth phases, platinum jewellery and platinum investment are two such demand segments where this approach is applied. In these markets, significant impact can be achieved by positioning the unique properties of platinum as the product of choice versus the alternatives in the market. Our efforts to enable and scale demand for known end-use applications are channeled through relevant strategic partners with the footprint and network that enhances end-user knowledge & affinity for platinum.
Together with a selection of South African platinum mining houses, we founded the Platinum Guild International (PGI) and the World Platinum Investment council who carry out platinum jewellery and platinum investment market development activities respectively on behalf of the primary platinum suppliers. Both organisations are funded by the founding members, with the exception of PGI India, which is wholly funded by Anglo American Platinum.