Senco Gold & Diamonds, one of India’s largest jewellery retail chains, has been accredited with IAGES reinstating its commitment towards wining the trust and confidence of its consumers through its ethical, fair and transparent practices.

SENCO Gold & Diamonds is one of the most recognised names in the Indian jewellery retail sector with more than 100 stores, having built a legacy of trust and craftsmanship for over eight decades in gold, diamond, platinum and silver jewellery.

The Indian Association for Gold Excellence and Standards (IAGES) is a Self-Regulatory Organisation (SRO) established by and for the Indian gold industry to bring clarity and

accountability across the gold value chain including retailers, manufacturers, refiners, bullion traders and others through a stringent Code of Conduct. The framework is designed to promote responsible sourcing, operational integrity and consumer-first practices across every stage of the industry.

“As the Indian gold sector moves towards greater formalisation, frameworks like IAGES are critical in strengthening accountability and consumer trust. Senco’s long-standing alignment with global and national standards including BIS and the Responsible Jewellery Council (RJC) made us natural early adopters of IAGES. This accreditation across 100+ stores reflects our commitment to governance, process integrity and encouraging the industry to move towards higher, more transparent benchmarks,” said Suvankar Sen, MD & CEO, Senco Gold & Diamonds.

From sourcing, refining, hallmarking, transparent pricing practices to store-level operations, IAGES Code of Conduct includes every step of the business which is assessed by a neutral third-party assessor. An IAGES certification assures consumers of the integrity, transparency and responsibility of their retailer who receives an accreditation only after having completed the assessment.

“Senco is a respected legacy brand in India that has built a strong presence across multiple regions. The brand’s alignment with the IAGES framework sends a clear signal to the industry about the importance of transparency, process integrity and consumer-centric standards as essential steps towards formalisation and accountability. By implementing IAGES’ standard Code of Conduct across the value chain, the gold industry builds long-term sectoral credibility, placing the sector at par with global standards,” says Kaushlendra Sinha, CEO, IAGES.

IAGES is currently running a nationwide consumer awareness campaign titled #PehlaCheckIAGES to inform consumers to always check for an IAGES accreditation before choosing their gold retailer.