Amidst a nation-wide roll-back of new gold purchases, Indriya’s ‘Customer Owned Gold Exchange Program’ supports Nation first agenda while infusing new life to existing gold

Mumbai: As conversations around responsible gold consumption in the country gain momentum, Indriya, Aditya Birla Jewellery, puts India first while keeping consumers’ aspirations of gold jewellery alive through its Customers Own Gold Exchange Programme. Indriya is the first jeweller to offer 100% value on old gold of any carat, irrespective of where it was purchased, enabling customers to transform it into exquisitely designed statement pieces.

At Indriya, precision meets craftsmanship. With advanced instruments ensuring accurate gold evaluation and open karigar rooms, customers can witness the entire process firsthand, including the melting of their gold right before their eyes. This complete transparency ensures there is no loss or wastage, building deep trust and making the journey of transforming old gold into beautifully crafted jewellery both personal and rewarding. Indriya’s specially designed collections further enhance this experience, offering a more refined and elevated look within the same gold weight, while maintaining the highest standards of quality.

Commenting on the programme, Sandeep Kohli, CEO, Indriya said, “As conversations around mindful gold consumption gain prominence, the most impactful approach is to unlock the full potential of the gold you already own, both in design and value. Our Customers Own Gold Exchange Programme encourages Indians to thoughtfully transform their existing jewellery into exquisitely crafted statement pieces they truly desire and cherish, embracing a more meaningful way to engage with gold.”

As a new-age jewellery brand, Indriya continues to champion a more personal and contemporary approach to jewellery ownership, one that blends modern design with conscious choices and emotional relevance. Through initiatives like the Customers Own Gold Exchange Programme, the brand encourages consumers to celebrate self-expression while giving existing gold a renewed purpose and place in their lives.