The campaign created a clear point of differentiation in a competitive and fragmented market by directing consumer attention towards accredited retailersduring the high-intent festive buying period
Mumbai: Riding the momentum of Akshaya Tritiya 2026, the Indian Association of Gold Excellence and Standards (IAGES) has seen its ‘Before You Buy Gold, #PehlaCheckIAGES’ campaign gain significant traction, signalling a shift towards verified gold buying in India.
The nationwide initiative, designed to encourage consumers to verify jeweller credentials before making a purchase, found strong resonance during the high-intent festive buying period. With extensive visibility across print, digital, OTT, and on-ground platforms, the campaign effectively nudged consumers to prioritize transparency and credibility.
The impact was visible in evolving consumer behaviour, with buyers increasingly focusing on ‘who’ they are purchasing from, alongside ‘what’ they are buying. The IAGES accreditation is emerging as a credible trust marker, positioning verified jewellers as the preferred choice during a peak demand cycle.
“The ‘Before You Buy Gold, #PehlaCheckIAGES’ campaign is rooted in a simple but critical shift, encouraging consumers to make verification the starting point of their gold-buying journey. Akshaya Tritiya 2026 becomes the first year we saw an evolved, informed mindset among gold buyers as well as gold businesses. By driving preference towards accredited jewellers, we not only empower consumers but also recognize and strengthen businesses that uphold the highest standards of integrity,” said Kaushlendra Sinha, CEO, IAGES.
For the trade, the campaign has created a clear point of differentiation in a competitive and fragmented market. By directing consumer attention towards accredited retailers, it has strengthened visibility and reinforced confidence in businesses adhering to ethical sourcing, compliance, and operational best practices.
Currently, IAGES has over 100 accredited partners and more than 550 partner outlets across India, reflecting steady industry adoption. Retailers aligned with the framework reported improved consumer engagement and stronger footfalls during the festive buying window.
Beyond the immediate festive boost, the campaign highlights a broader structural shift in the gold market—where transparency and accountability are increasingly becoming drivers of growth rather than mere compliance measures.
As the ‘Pehla Check’ message continues to gain ground, it is poised to evolve into a standard pre-purchase behaviour, reshaping how trust is established across India’s gold retail ecosystem.
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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