Mumbai: Augmont, a gold platform, has strengthened its ‘Recycle with Resilience’ campaign with the launch of an AI-powered Gold Purity Evaluation Machine in Chennai, aimed at promoting transparency and trust in gold recycling while encouraging consumers to unlock value from dormant gold assets through organised channels.
The latest phase of the campaign addresses one of the primary challenges faced by consumers when recycling gold—uncertainty around purity assessment and valuation. By leveraging technology-driven purity evaluation, Augmont aims to offer a more transparent and consumer-friendly recycling experience.
The initiative comes at a time when gold recycling is gaining increasing relevance in India’s precious metals ecosystem. While the country imported approximately $72.4 billion worth of gold in FY26, recycled gold contributed an estimated 125–150 tonnes in 2025, a figure expected to rise to 200–250 tonnes in 2026. With Indian households estimated to hold nearly 30,000 tonnes of gold, organised recycling presents a significant opportunity to enhance resource efficiency and reduce dependence on imports.
To support this growing opportunity, Augmont is expanding its footprint through its Gold For All Centres, which serve as dedicated touchpoints for consumers to evaluate, recycle and monetise their gold through structured and transparent processes.
The company currently operates 114 Gold For All stores across multiple states and plans to further expand the network in the coming months to improve accessibility and participation in organised gold recycling.
Commenting on the campaign, Ketan Kothari, Whole-Time Director, Augmont, said, “India has one of the largest household gold reserves globally, yet a significant portion remains idle. Through our ‘Recycle with Resilience’ campaign, we aim to encourage consumers to view gold not just as an asset to store, but as a resource that can be responsibly brought back into the ecosystem.
Transparency remains central to increasing consumer confidence in gold recycling. By leveraging technology-led purity evaluation and enabling fair valuation, we aim to make organised gold recycling more accessible, trusted and consumer-friendly. Through our expanding Gold For All Centre network and technology-enabled infrastructure, we are committed to creating a seamless recycling experience for consumers across the country.”
As part of its broader strategy, Augmont plans to scale its technology-enabled gold appraisal infrastructure across key markets over the next 12 months. The company will also continue its consumer awareness initiatives focused on educating individuals about the economic and environmental advantages of recycling unused gold.
By combining technology, transparency and accessibility, Augmont aims to strengthen consumer confidence in organised gold recycling and contribute to the development of a more efficient, sustainable and self-reliant gold ecosystem in India.
