The rules of the gold business are changing and changing fast. India’s largest jeweller Titan is looking to diversify and reduce risk from the falling rupee. Titan MD Bhaskar Bhat says the company has hedged rupee where necessary. While the jewellery business has not been affected, consumer sentiment is very sluggish,” he says. In this segment of In Business, he talks about the changing gold trade rules, dynamic market conditions and margin and sales growth concerns.