Kashi Jewellers’ new social media campaign raises awareness about hallmarking standards

Brand VP Shreyansh Kapoor conducts an interactive podcast session on social media to engage customers online

Kanpur – Kashi Jewellers VP, Shreyansh Kapoor, a prominent figure in the regional jewellery industry of Kanpur, has underscored a crucial role of hallmarking in gold jewellery. In a recent series of podcasts, Kapoor has highlighted the unmistakable worth of hallmarking in jewellery and the brand’s stand on the same.

The brand has made consistent efforts to distinguish itself as Kanpur’s first hallmark jeweller, setting a high standard for both quality and integrity in the market. Kapoor emphasizes that hallmarking is more than a certification; it is a promise of quality and peace of mind. “In earlier times, when markets were not under compulsion with regards to hallmarking, jewellers carried out malpractices, retailing 22-carat gold with purity ranging from mere 60% to 72%. Such practices have seen a drastic drop ever since the government introduced mandatory hallmarking policy,” Kapoor said.

As shown in the video, he further informs about the phenomenon of hallmarking in India. Hallmarking refers to a stamp issued by BIS (Bureau of Indian standards); a government regulated body which insures standardization across industry in certain sectors. “The stamp can be identified by its triangle shape with its position being subject to the jewellery type. 3 forms of purities are allowed for commercial purposes under the regulation – 22-carat gold, which is 91.6% pure,18-carat gold, which is 75% pure, 14-carat gold, which is 58.5% pure,” he explained.

Kapoor also offered insights on how one can determine the legitimacy of these hallmark stamps. He informs viewers of government-run testing centers where jewellery can be tested at a minimal cost of Rs.40.

The short educational video comes under a 4-parts series, released by the brand under the name ‘AllThingsJeweller’. The brand looks to leverage its popularity across its social media channels to engage customers. Such videos promote awareness among customers which leads to more informed purchases and promotes transparency.

Retail Jeweller India News