Indriya has launched its ‘Customer Owned Gold Exchange Programme’, allowing customers to exchange old gold jewellery for newly crafted pieces while promoting responsible gold consumption amid the ongoing nationwide slowdown in fresh gold purchases. Announcing the initiative on May 15, the jewellery brand said customers can exchange old gold of any purity and from any jeweller at 100 per cent value. The programme aims to encourage consumers to reuse existing gold instead of purchasing new gold, aligning with the broader push for mindful and sustainable consumption practices in the country. The company said the exchange process is designed to ensure complete transparency. Customers can witness the melting and evaluation of their gold through open karigar rooms and advanced testing instruments, ensuring there is no loss or wastage during the process. Indriya added that its specially designed jewellery collections allow customers to get more refined and modern designs within the same gold weight. Sandeep Kohli, CEO of Indriya, said the programme encourages consumers to unlock the value of gold they already own while transforming older jewellery into contemporary statement pieces with greater emotional and design relevance.
In Kolkata, jewellery retailers and consumers in the city are closely watching such exchange-driven models as gold prices remain high and buying sentiment remains cautious. Industry observers believe exchange programmes could gain traction in Kolkata’s traditional jewellery market, where families often hold significant volumes of old gold and regularly redesign inherited ornaments into modern styles for weddings and festive occasions.
Launched in July 2024, Indriya is the jewellery brand of the Aditya Birla Group, offering collections in gold, diamonds and precious gemstones.