MAM
Kalyan Jewellers launches Gold4India initiative
Programme aims to recirculate dormant household gold and reduce imports by 5 tonnes this financial year.
MUMBAI: Kalyan Jewellers has decided to turn idle gold from bank lockers into active economic fuel. The company today unveiled the ‘Nation First – Gold4India Initiative’, a major push to activate India’s vast dormant household gold reserves in support of the Prime Minister’s appeal to conserve foreign exchange. The programme targets a reduction of 5 tonnes in gold imports over the current financial year. India holds one of the world’s largest private gold holdings, much of it sitting unused in lockers, family vaults, and old jewellery. The initiative seeks to change that mindset encouraging consumers to view gold not just as a static asset but as a recyclable national resource.
The strategy rests on four pillars:
- Old Gold Exchange Programme: Attractive exchange offers across Kalyan showrooms to bring old, broken, or outdated jewellery back into circulation.
- Encash Gold Counters: Dedicated spaces for transparent purity testing, valuation, and instant cash or loan options, offering a trusted alternative to unorganised moneylenders.
- My Kalyan Recirculation Drive: Leveraging its network of over 1,100 centres and 4,300 associates to drive grassroots awareness and community participation.
- Promotion of 18K Jewellery: Encouraging a shift towards lighter 18K gold designs that use less pure gold while maintaining beauty and craftsmanship.
Kalyan Jewellers managing director T S Kalyanaraman said the initiative goes beyond business. “If even a fraction of this inactive gold can be responsibly brought back, India can reduce its dependence on imported gold without affecting cultural traditions.”
Rather than a short-term sales drive, the company positions this as a behavioural shift, one that supports domestic employment, state GST revenues, and broader economic resilience while keeping India’s deep emotional connection with gold intact.
In a country where gold is both heritage and investment, Kalyan Jewellers is attempting to make patriotism and practicality sparkle together.
