Mumbai: Jewellery retail chain Senco Gold & Diamonds has announced its foray into the Phygital Gold business with the launch of its own online gold transaction platform named DG Gold. This is keeping in mind the growing consumer preference towards the use of technology.

The DG Gold platform gives consumers the flexibility to convert their online gold purchase into physical gold in the form of jewellery at 116+ retail outlets of Senco Gold & Diamonds across India, at the time of redemption. Consumers can also sell the gold online on the DG Gold portal/website as per the prevailing rates from anywhere, anytime.

Consumers with a valid PAN card/Form 61 and a bank account in their name are eligible for a DG Gold transaction.  They can start their online gold savings journey with a purchase value of as low as Rs 250, said the brand in a statement.

Senco Gold and Diamonds CEO, Suvankar Sen said, “We at Senco Gold & Diamonds are proud to introduce online gold transaction system to our esteemed consumers through our own platform DG Gold- mydigigold.com. The new platform gives our consumers the flexibility to create value and wealth which is secure and simple.” 

Headquartered in Kolkata, Senco Gold & Diamonds was founded in 1938 by late MC Sen and has more than 100 stores across India, and claims to be the largest jewellery retail chain from Eastern India. The brand also exports to countries like USA, UK, Singapore, and the Middle East.