Brands
Gold swap gets smarter with Indriya’s zero deduction exchange offer
MUMBAI: Why let your old gold gather dust when it can shine anew without losing a single rupee? Indriya, the Aditya Birla Group’s fine jewellery brand, has unveiled ‘Smart gold exchange’, a bold nationwide initiative that offers India’s only zero-deduction policy on old gold, starting from 14kt upwards. Whether it’s a well-worn 14kt trinket or a family heirloom in 22kt, customers can now exchange their pre-loved gold jewellery at full market value, with absolutely no hidden charges or deductions, a rare promise in an industry notorious for its fine print. The initiative reimagines the traditional exchange process with a sharp focus on transparency, trust, and transformation.
“At Indriya, we believe trust is the most precious element in every piece of jewellery,” said Indriya CEO Sandeep Kohli. “With this initiative, customers can upgrade to our new collections without losing value. It’s seamless, smart, and sincere.”
The exchange scheme is now available at all 25 Indriya stores across India, including:
. Delhi (5)
. Hyderabad (4)
. Mumbai & Pune (3 each)
. Ahmedabad, Jaipur, Patna (2 each)
. Indore, Surat, Andhra Pradesh, Uttar Pradesh (1 each)
The campaign doesn’t just appeal to those seeking a style refresh, it targets a broader shift in consumer behaviour, where value retention and brand transparency are gaining currency. By removing deductions regardless of karatage and keeping the process fuss-free, Indriya is not just offering new jewellery, it’s offering peace of mind.
With the Smart gold exchange, the brand adds sparkle not only to jewellery boxes, but also to the way Indians think about their old gold as an asset ready to be reimagined, not reduced.
Brands
Ascenta elevates Adheip Bakshi to sales director amid growth push
Move aligns with expansion plans and flagship Basalt Hills development
MUMBAI: Ascenta has elevated its co-founder Adheip Bakshi to the role of sales director, signalling a sharper focus on scaling operations and expanding its market footprint.
Bakshi, who has been instrumental in shaping the company’s sales and marketing strategy since its early days, brings over a decade of experience in real estate sales and operational planning. He has played a central role in building Ascenta’s channel network and refining its go-to-market approach.
The leadership move comes as the company gears up for its next phase of growth, anchored by Basalt Hills, a 20-acre low-density villa estate positioned within the emerging Mumbai 3.0 corridor. Designed as a hospitality-led, lifestyle-focused community, the project combines serviced plots, bespoke villas and curated infrastructure within a natural basalt landscape.
Speaking on his new role, Bakshi said, “I’m excited to take on this role at a pivotal stage in Ascenta’s journey. Our focus remains on building a disciplined, channel-driven sales ecosystem while aligning closely with evolving buyer expectations for lifestyle-oriented developments. Basalt Hills is a strong reflection of this direction, and we aim to scale thoughtfully while maintaining the integrity of the product and experience.”
Commenting on the elevation, Ascenta founder and managing director Karan Bahl said, “This elevation reflects a natural progression, recognising Adheip’s contribution to the business and his ability to scale sales operations in a competitive luxury segment. As we expand our portfolio of boutique, design-led developments, strengthening leadership across functions remains a key priority.”
With this leadership shift, Ascenta appears to be doubling down on structured growth while keeping its focus firmly on design-led, premium real estate, a space that continues to evolve with changing buyer aspirations.
