The campaign seeks to reshape consumer behaviour, advocating retailers who assuredly follow ethical business practices, offering transparency and authenticity across the entire gold value chain
Mumbai: The Indian Association for Gold Excellence and Standards (IAGES), a self-regulatory organization established by and for the Indian gold industry, has unveiled its first marketing campaign titled #PehlaCheckIAGES seeking to reshape consumer behaviour and elevate gold industry standards across the country. This consumer-centric initiative encourages consumers to follow the golden rule before every jewellery purchase to #PehlaCheckIAGES.
With millions of Indians purchasing gold during milestone celebrations and festivals, the IAGES campaign encourages buyers to ‘#PehlaCheckIAGES’ through the organization’s accredited partner directory, website or toll-free helpline 1800 309 2424 to see if a retailer is accredited by it before making any gold purchase.
“#PehlaCheckIAGES gives consumers a choice to make a gold purchase with their eyes closed at an accredited jeweller. We are grateful to partners who have taken the first step to become IAGES-accredited. While the current list of accredited partners is on our website, I am happy that many more retailers from across the country are joining. My message to gold buyers is clear – BIS Hallmark gives you confidence of metal purity, while IAGES gives you confidence on integrity and ethical practices of the seller,” says Kaushlendra Sinha, CEO of IAGES.
For gold jewellers and businesses, an IAGES accreditation reflects verified practices, ethical conduct, operational excellence and consumer trust, while for consumers, it provides assurance, transparency and confidence in every gold purchase. Maharashtra-based jewellery retailers Waman Hari Pethe, Anmol Jewellers, Antara Gold & Diamonds and Om Jewellers are among the first in the country to obtain IAGES accreditation, with many others across India now following suit.
First announced in August 2024 and fully operational now, IAGES aims to establish a transparent, accountable and globally benchmarked compliance framework across the country’s gold value chain, which includes refining, bullion trading, manufacturing, assaying and hallmarking, jewellery retail to digital gold platforms. Among the key objectives of the organization are to build credibility, compliance and trust, while also enabling capacity and market development across the sector.
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