By providing access to these authenticated businesses, the Indian Association for Gold Excellence and Standards (IAGES) aims to assist consumers in making informed decisions while also encouraging structured practices across the trade
Mumbai: The Accredited Partner Directory by the Indian Association for Gold Excellence and Standards (IAGES), launched in November 2025, is seeing increased participation from consumers and gold businesses. The digital platform currently lists over 700 accredited outlets across more than 200 cities, enabling consumers to identify verified jewellers before making purchase or exchange decisions.
The directory has been developed as a single access point connecting consumers with businesses that meet IAGES accreditation standards. It allows users to search for verified entities based on brand name, location or category. The listed businesses are assessed through a defined framework that requires compliance with standards related to accountability, responsibility and conduct across operations.
The platform includes a range of participants across the gold value chain. In addition to jewellery retailers, it features gold refiners, bullion traders, manufacturers, assaying and hallmarking centres, and digital gold retailers. The network includes national, regional and city-based businesses operating at different scales.
The initiative is part of a broader effort to support transparency and standardization within the gold industry. By providing access to verified businesses, the directory aims to assist consumers in making informed decisions while also encouraging structured practices across the trade.
“The growing list of partners in the IAGES Accredited Partner Directory reflects the gold industry’s readiness to adopt transparent and compliant business practices, building consumer confidence and trust while slowly formalizing the gold ecosystem in India. We invite all gold businesses to come forward and join the movement to transform India’s gold industry, one accreditation at a time,” said Kaushlendra Sinha, CEO, IAGES.
IAGES is also running a consumer awareness campaign titled ‘Before you exchange or buy gold #PehlaCheckIAGES’. The campaign focuses on encouraging consumers to verify businesses before transactions. According to the organization, the campaign has reached more than 50 million consumers through digital and offline channels. The IAGES website has also recorded increased traffic, with users accessing the directory to verify listed businesses.
The organization stated that the response from both consumers and industry participants indicates demand for a structured verification platform. It added that the directory will continue to expand as more businesses seek accreditation and join the network.
“Clearly, the IAGES Accredited Partner Directory has been welcomed by consumers, gold jewellers and gold businesses entities alike. We are happy to finally share this growing database with the world even as we continue to work towards our goal of changing the gold-buying mindset in India as the first, crucial step towards formalizing the industry,” said Sumeet Deoda, Vice President – Marketing and Communication, IAGES.
First announced in August 2024 and fully operational a few months later, the IAGES is backed by apex trade bodies like India Bullion & Jewellers Association (IBJA), Gem & Jewellery Export Promotion Council (GJEPC), All India Gem & Jewellery Domestic Council (GJC) with overall support from the World Gold Council (WGC).
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