Mumbai: Tanishq, India’s most trusted jewellery brand from the House of Tata, has announced one of the country’s largest gold exchange campaigns, championing India’s journey towards self-reliance. Highlighting the paradox that while Indian households hold nearly 25,000 tonnes of gold, almost 99% of the country’s annual gold demand continues to be met through imports, the brand is encouraging families to unlock the value of their existing gold. By transforming locker gold into new jewellery, consumers not only renew personal legacies but also contribute towards reducing India’s dependence on imports.
In a move to strengthen this mission, Tanishq has partnered with Sachin Tendulkar—an icon of trust and integrity—to spread the message of transparency, legacy, and national impact. For the first time ever, the brand is offering a *0% deduction on gold exchange across all karatages (as low as 9KT)**, available till October 21, 2025, enabling more Indians to participate in this initiative.
Over the years, more than 30 lakh Indians have exchanged nearly 1.7 lakh kilos of gold through Tanishq’s Gold Exchange Programme, with the movement now contributing 40% of the brand’s business.
Ajoy Chawla, CEO – Jewellery Division, Titan Company Limited, said, “Every time a family exchanges even one gram of old locker gold, they not only unlock value for themselves but also contribute to the nation by reducing imports. That is the power of gold exchange—personal joy with a national impact. With our first-ever 0% deduction offer across karatages (even as low as 9kt) this festive season, we are making it easier for every Indian to participate in the vision of making our nation self-reliant.”
Sachin Tendulkar added, “Gold is woven into the lives of every Indian family – gifted, cherished, and relied upon as it is passed on with love through generations. Tanishq’s Gold Exchange offers families a transparent and trustworthy way to renew this legacy. Each exchange not just turns yesterday’s jewellery into today’s contemporary designs, but also adds up to something much larger by reducing India’s dependence on gold imports, which to me is a win for every Indian.”
