Tanishq and Sachin Tendulkar Champion Gold Exchange Initiative to Reduce Imports and Strengthen Self-Reliance

Tanishq, the jewellery brand from the House of Tata, has launched one of India’s largest gold exchange initiatives, encouraging families to bring their unused gold out of lockers and transform it into new jewellery. The campaign sheds light on a critical issue — while Indian households collectively possess around 25,000 tonnes of gold, nearly 99% of India’s annual gold demand continues to be met through imports.

Through this initiative, Tanishq aims to empower consumers to refresh their family heirlooms while contributing to the nation’s goal of reducing gold imports. To strengthen the campaign’s message of trust and transparency, Tanishq has teamed up with cricket legend Sachin Tendulkar.

In a first-of-its-kind offer, Tanishq is providing 0% deduction on gold exchange across all karatages, including 9KT, valid until October 21, 2025. The brand’s Gold Exchange Programme has already witnessed participation from over 30 lakh customers, resulting in the exchange of nearly 1.7 lakh kilograms of gold — accounting for about 40% of Tanishq’s total business.

Ajoy Chawla, CEO – Jewellery Division, Titan Company Limited, stated, “Each time a family exchanges even a gram of their old gold, they help the nation by reducing its reliance on imports. That’s the power of gold exchange — it brings personal joy while contributing to national progress. With our first-ever 0% deduction offer across all karatages, we’re making it simpler for every Indian to join the movement toward a self-reliant India.”

Sachin Tendulkar added, “Gold is deeply ingrained in the fabric of Indian life — treasured, gifted, and passed down through generations. Tanishq’s Gold Exchange provides a trustworthy and transparent way for families to renew their legacy. Every exchange not only transforms old jewellery into modern designs but also contributes to reducing India’s dependence on gold imports — a true win for every Indian.”