To be valued as pure gold the metal should contain at least 99.99% of gold. This is also called 24 Karat gold. However, pure gold is brittle and cannot be made into jewellery. Traditional Indian gold jewellery is 22 Karat which is an alloy of gold that contains at least 22/24 or 91.6% gold. This is technically called 916 purity gold. The Bureau of Indian Standards (BIS) has specified a standard for 916 purity gold.

Manappuram Riti Jewelry manufactures jewellery from metal that is at least 91.7% gold or of 917 purity. This is because we are concerned that the jewellery we sell should not be even marginally less than 916 pure as a result of any changes caused by manufacturing processes. However, this insistence on purity does not mean any higher costs for the customer since we still sell the gold at the ongoing prices for 916 gold.