Kalyan Jewellers has launched the “Nation First – Gold4India Initiative”, a comprehensive four-pillar programme designed to unlock idle household gold, lower dependence on imports, and encourage sustainable gold consumption practices. The company stated that the initiative is projected to reduce gold imports by nearly 5 tonnes during the current financial year.
The initiative is built around four key components: promotion of old gold exchange, Encash Gold counters, the My Kalyan Gold Recirculation Drive, and increased adoption of 18-karat jewellery.
Commenting on the initiative, T.S. Kalyanaraman, Managing Director of Kalyan Jewellers India Ltd., said, “The ‘Nation First – Gold4India Initiative’ goes beyond being merely a promotional effort. It aims to encourage a shift in consumer mindset — from treating gold only as a static asset stored indefinitely to viewing it as a renewable domestic resource that can continuously contribute economic value to the nation.”