Valid until 21 October 2025, the campaign encourages households to recycle jewellery and reduce India’s dependence on imported gold
Chennai: Tanishq, the jewellery brand from the House of Tata, has launched a nationwide gold exchange campaign with the aim of supporting India’s journey towards self-reliance. The campaign highlights that the country’s true gold reserves lie not in mines but in homes, with households estimated to hold over 25,000 tonnes of gold. Despite this, almost 99% of India’s gold is imported annually, creating a dependence that the initiative seeks to reduce.
The campaign encourages families to bring out gold locked in their homes and transform it into new jewellery designs. By doing so, consumers unlock the value of their existing gold while contributing to the reduction of imports.
Strengthening this effort, Tanishq has partnered with Sachin Tendulkar to represent the values of trust and responsibility central to the initiative. For the first time, the brand is offering a 0% deduction on gold exchange across all karatages, including as low as 9 KT. This festive exchange offer will remain open until 21 October 2025.
The initiative builds on Tanishq’s existing Gold Exchange Programme, which has already seen participation from over 30 lakh customers across India. Through this, the brand has recycled nearly 1.7 lakh kilos of gold. Currently, around 40% of Tanishq’s overall business comes from gold exchange transactions, underlining the significance of the programme in driving both customer engagement and national benefit.
Ajoy Chawla, CEO – Jewellery Division, Titan Company Limited, said, “Every time a family exchanges even one gram of old locker gold, they not only unlock value for themselves but also contribute to the nation by reducing imports. That is the power of gold exchange—personal joy with a national impact. With our first-ever 0% deduction offer across karatages (even as low as 9kt) this festive season, we are making it easier for every Indian to participate in the vision of making our nation self-reliant.”
Sachin Tendulkar added, “Gold is woven into the lives of every Indian family – gifted, cherished, and relied upon as it is passed on with love through generations. Tanishq’s Gold Exchange offers families a transparent and trustworthy way to renew this legacy. Each exchange not just turns yesterday’s jewellery into today’s contemporary designs, but also adds up to something much larger by reducing India’s dependence on gold imports, which to me is a win for every Indian.”
Tanishq is based in Bangalore under Titan Company (a TATA Group entity). It operates over 500 exclusive boutiques across more than 300 cities in India, specialising in gold, silver, and diamond jewellery.
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