National News
Cupid, Reimagined: GIVA and Zepto Deliver Love in Minutes This Valentine’s Day
New brand film featuring Zepto’s Angel on Wheels and the GIVA mascot celebrates spontaneous love
This Valentine’s Day, GIVA has partnered with quick commerce platform Zepto to redefine how modern India celebrates love. The collaboration comes alive through a new brand film launched as part of GIVA’s Valentine’s Day campaign, ‘Love, Sealed in Silver’, spotlighting the growing role of instant, emotion-led gifting.
The film offers a playful, contemporary take on Cupid, brought to life through Zepto’s Angel on Wheels and the GIVA mascot. Together, they set out to deliver silver jewellery in minutes — turning spontaneous emotions into lasting moments. The narrative reflects how expressions of love today are increasingly driven by immediacy, intention, and simplicity.
As part of the collaboration, select GIVA silver jewellery is now available for delivery on Zepto, enabling consumers to gift jewellery on demand whether for Valentine’s Day or any moment that calls for a meaningful gesture.
The partnership brings together GIVA’s focus on modern, accessible jewellery and Zepto’s promise of ultra-fast delivery, reinforcing a shared belief that meaningful moments should never have to wait. The campaign underscores how quick commerce is evolving beyond convenience to become an enabler of emotional, experience-led consumption.
The brand film is being amplified across digital and social platforms during the Valentine’s Day period.
Source: Giva
National News
Malabar Gold & Diamonds Supports Prime Minister Narendra Modi’s Appeal On Gold; Submits Proposal To Strengthen Gold Monetisation Scheme
Encourages Recycling, Reuse, and Circulation Of Existing Gold Within India As A Responsible National Priority
Malabar Gold & Diamonds has submitted a comprehensive proposal to the Government of India recommending strategic enhancements to the Gold Monetisation Scheme (GMS), expressing its wholehearted support to Prime Minister Narendra Modi’s appeal on responsible gold consumption and the need to strengthen India’s economic resilience through better utilisation of domestic gold resources.
The proposal, submitted by M.P. Ahammad, Chairman, Malabar Group, to Hon’ble Finance Minister Smt. Nirmala Sitharaman and Hon’ble Commerce & Industry Minister Shri Piyush Goyal, outlines practical measures aimed at increasing public participation in GMS, mobilising idle gold into the formal economy, and encouraging greater recycling, reuse, and circulation of existing gold within India.
India imports nearly 700–800 tonnes of gold annually, resulting in significant foreign exchange outflows and pressure on the current account deficit. At the same time, Indian households and institutions are estimated to hold nearly 25,000–35,000 tonnes of gold in the form of jewellery, coins and bars, much of which remains economically idle.
Malabar Gold & Diamonds stated that greater focus on recycling, exchange, reuse, and monetisation of existing domestic gold can play an important role in reducing import dependency, limiting dollar outflow, and strengthening the Indian economy over the long term.
Commenting on the proposal, M.P. Ahammad, Chairman, Malabar Group, said:

“India possesses one of the world’s largest privately held gold reserves while continuing to rely significantly on imports to meet domestic demand. We wholeheartedly support the Hon’ble Prime Minister’s appeal and believe that encouraging responsible utilisation, recycling, and circulation of existing gold within the country is an important national priority. With appropriate policy support and active integration of the organised jewellery sector, the Gold Monetisation Scheme can emerge as a highly effective mechanism for mobilising idle gold into the formal economy.”
The proposal notes that while the Gold Monetisation Scheme was introduced to reduce import dependence and monetise idle domestic gold holdings, public participation remained limited due to longer lock-in periods, lower perceived returns, limited redemption flexibility, and procedural challenges.
To improve effectiveness and adoption of the scheme, Malabar Gold & Diamonds has recommended:
- Integration of organised jewellers into the GMS framework under regulatory oversight
- Reduction in minimum deposit quantity from 10 grams to 1 gram
- Flexible redemption options in either gold weight or cash
- Lower lock-in periods and improved liquidity options
- Simplified Aadhaar-based e-KYC procedures
- Customer incentives through jeweller participation, including loyalty-linked benefits
- Improved transparency in purity testing, valuation, and refining
- Consideration of GST waiver on gold brought back into the formal system
- Alignment of GMS with Gold Metal Loan (GML) frameworks for better utilisation within the industry
The proposal also recommends a jeweller-assisted collection and facilitation framework operating under bank and regulatory supervision, with digital tracking systems and transparent processing mechanisms to improve customer confidence and operational efficiency.
According to the proposal, mobilisation of even 1–2% of India’s domestic gold holdings could potentially release nearly 600–700 tonnes of gold into circulation, equivalent to a substantial portion of the country’s annual gold import demand.
Malabar Gold & Diamonds believes that encouraging recycling, reuse, exchange, and monetisation of existing gold within India can become a meaningful economic lever for the country. The company stated that a stronger and more accessible Gold Monetisation Scheme can help reduce import dependence, lower foreign exchange outflows, improve circulation of domestic gold resources, and contribute towards building a more resilient and self-reliant economy in line with the Hon’ble Prime Minister’s vision.
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