Customers have the flexibility to sell their digital gold at prevailing prices or redeem it against physical gold jewellery at KISNA stores across India
Mumbai: KISNA Diamond and Gold Jewellery has announced the launch of KISNA Digital Gold, a strategic move marking its entry into digital gold ownership through a partnership with SafeGold, a product of Digital Gold India Private Limited (DGIPL).
The launch marks KISNA’s entry into digital gold ownership, strengthening its omnichannel gold ecosystem and expanding how customers can engage with gold across digital and physical touchpoints. Through this partnership, KISNA enables customers to buy, sell and redeem digital gold in a safe, transparent and flexible manner, while extending the trust and credibility of its jewellery legacy into a seamless digital-first experience.
KISNA Digital Gold allows customers to begin their gold purchase with an amount as low as Rs 10, significantly lowering the entry barrier to gold ownership. Customers can buy gold in fractional quantities at live market-linked prices, with holdings credited in grams up to four decimal places.
The digital gold purchased is 24-karat gold of 995 fineness or higher purity, stored securely in insured vaults operated by internationally recognized precious metals custodians, with customers retaining full ownership at all times. Customers have the flexibility to sell their digital gold at prevailing prices or redeem it against physical gold jewellery at KISNA stores across India.
Commenting on the launch, Parag Shah, CEO, KISNA Diamond & Gold Jewellery, said, “The launch of KISNA Digital Gold marks a strategic step in expanding how consumers engage with gold. Enabled through SafeGold, the offering allows customers to start with just Rs 10 and transact without any lock-in, making gold ownership more accessible and transparent. Over time, we see digital gold becoming a gateway to deeper jewellery relationships, allowing consumers to plan, save and seamlessly convert their digital holdings into physical jewellery through our retail network.”
Commenting on the partnership Rhea Chaterji, COO and Co-founder, SafeGold said, “Our partnership with KISNA brings together trusted jewellery craftsmanship and secure digital gold infrastructure. By combining asset-backed gold ownership, independent trustee oversight and insured custody, we aim to make digital gold a simple, transparent and reliable option for consumers looking to own gold with confidence.”
To avail of KISNA Digital Gold, customers need to register on KISNA’s platform using basic details and a valid PAN card and buy gold at live prices in flexible amounts. Customers can access real-time balances, invoices and holding statements online. There is no lock-in period, offering customers complete flexibility in managing their gold holdings. The offering is currently available to resident Indian customers.
The brand has clarified that KISNA Digital Gold represents ownership of physical gold and is not a regulated financial product or deposit, but a digital method of purchasing gold for personal use.
Launched in 2005, KISNA is the flagship diamond and gold jewellery brand from the Hari Krishna Group. It has established an extensive distribution network, reaching over 1,500 shop-in-shop outlets across 28 States in India. The brand now has 100+ exclusive showrooms across the country, besides selling jewellery through www.kisna.com.
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