Kalyan Jewellers India Ltd has launched the “Nation First – Gold4India Initiative”, a four-pillar framework aimed at unlocking dormant household gold, reducing India’s dependence on gold imports and encouraging responsible gold consumption.
The company said the initiative is expected to help reduce gold imports by around five tonnes during the current financial year by increasing domestic gold circulation and reuse.
Four-Pillar Framework
The initiative is built around four key pillars — promotion of old gold exchange programmes, expansion of encash gold counters, the “My Kalyan” gold recirculation drive and wider adoption of 18-karat jewellery.
According to the company, a significant quantity of gold in Indian households remains idle for long periods despite its economic value. The initiative seeks to encourage consumers to exchange, recycle or monetise unused gold jewellery rather than keeping it locked away.
The company said the move is also aligned with broader national efforts to reduce dependence on imported gold, which contributes significantly to India’s import bill.
Focus On Consumer Behaviour
Managing Director T. S. Kalyanaraman said the initiative goes beyond a promotional campaign and aims to create a long-term behavioural shift among consumers.
He said the programme seeks to encourage people to view gold not merely as a static asset preserved indefinitely, but as a renewable domestic resource capable of continuously generating economic value within the country.
18-kt supports affordability
Kalyanaraman added that increasing adoption of 18-karat jewellery could also support affordability and improve circulation of gold within the organised jewellery market, especially at a time of elevated gold prices.