Indian jewellery brand Tanishq has launched one of India's largest gold exchange campaigns. The initiative aims to encourage families to give unused gold from their lockers a second life by turning it into new jewellery.
This move has exposed the country's harsh reality: although Indian households collectively own nearly 25,000 tonnes of gold, nearly 99% of the country's annual demand is still met through imports.
By promoting gold exchange, Tanishq hopes not only to help consumers renew their personal heritage but also to reduce the country's dependence on imported gold. To reinforce its message of trust and transparency, the brand has engaged Indian cricket legend Sachin Tendulkar in the campaign.
Until October 21, 2025, Tanishq offers gold exchange of all purities, including up to 9 karats, with zero percent deduction. More than three million customers have already participated in this program, exchanging nearly 170,000 kg of gold, representing 40% of the metal used in the company's jewellery production.
According to Ajoy Chawla, CEO of Titan Company Limited's jewellery division, "Every time a family exchanges even one gram of old locker gold, they... contribute to the nation by reducing imports. That is the power of gold exchange—personal joy with a national impact."
Hélène Tarin, Editor-in-Chief of the Asian Bureau, Rough&Polished
