National News
GJC requests a reduction in GST to 1.25%
All India Gem & Jewellery Domestic Council (GJC), the premier body for jewellers, has urged the government to rationalize the Goods and Services Tax (GST) on bullion and precious ornaments, reducing it to 1.25% from the current 3% to ease the burden on consumers and boost sales.
GJC appreciates Honourable Finance Minister Smt Nirmala Sitharaman ji urging the GST council on rationalising and simplifying GST rates.
When GST was first introduced in July 2017, the price of 24-carat gold was hovering around ₹28,439 per 10 grams. Based on this price level, the GST Council set the GST incidence rate on bullion and precious ornaments at 3%, despite the earlier indirect tax structure (Excise + VAT) being effectively 1% and with Excise Duty implementation in 2016, with applicability on only those jewellers having turnover of 10 crores and above, giving ease to almost 80 to 85 % of the industry as they did not fall under the purview of Excise Duty. Hence, under this pretext, GJC believes the effective rate of GST should be 1.25%.
As of February 6, 2025, the price of 24-carat gold stands at ₹86,510 per 10 grams, marking a 204% increase over the past 7.5 years. Despite this significant spike, the GST rate has remained static at 3%, effectively increasing the tax burden on both consumers and jewellers. Consequently, there is an urgent need to reduce the GST rate to 1.25%, aligning taxation with industry realities, encouraging compliance, and achieving revenue neutrality.
A core principle of GST determination was revenue neutrality—ensuring that taxation levels remain equivalent to pre-GST rates. Based on the past indirect tax structure, the revenue-neutral rate for the gems and jewellery industry should be 1.25%, not the current 3%.
India is a global leader in jewellery craftsmanship and manufacturing. To support the ‘Make in India’ initiative, it is essential to establish a competitive taxation framework that fosters local production rather than driving demand toward unofficial or imported channels. Lowering the GST to 1.25% would encourage domestic manufacturers, boost job creation, and position India as a global hub for jewellery making, aligning with the Honourable Prime Minister Narendra Modi’s vision of ‘Make in India’.
Rajesh Rokde, Chairman of the All India Gem & Jewellery Domestic Council, said, “The Gems & Jewellery Industry (GJI) is a significant contributor to India’s economy, playing a crucial role in employment generation, exports, and overall economic growth. However, the sector has been burdened with high taxation rates, negatively impacting businesses and encouraging unregulated trade. We request the Hon’ble GST Council and concern authorities to reconsider and rationalize the GST rate to 1.25%, ensuring sustainable growth for the industry while maintaining a robust tax base.”
Avinash Gupta, Vice Chairman of the All India Gem & Jewellery Domestic Council, added, “Before GST, Central Excise Duty was levied at only 1%, along with a 1% Value Added Tax (VAT) imposed by most states, similarly based on Revenue Equivalence Ratio, and also considering the increase in Gold rates, the GST should be 1.25% for the Gems & Jewellery Industry. Hence, the industry urges the government to honour the revenue neutrality principle and revise the GST rate to 1.25%, ensuring fairness and sustainability.”
National News
iAMORY Goes Mobile: D2C Jeweler Debuts App to Disrupt India’s ‘Counter-Led’ Retail
By bridging the trust gap with lab-grown diamonds and 925 silver, the new iOS and Android platform aims to become a “digital counter” for the modern consumer.
Following a successful physical debut in Mumbai, jewelry brand iAMORY has officially launched its mobile application on Android and iOS. The move signals a strategic shift to scale its direct-to-consumer (D2C) presence, targeting the rapidly evolving digital habits of Indian shoppers.


The app launch is designed to solve the “discovery fatigue” and lack of transparency often associated with traditional jewelry buying. By focusing on the 925 sterling silver and lab-grown diamond (LGD) segments, iAMORY is positioning itself at the intersection of affordability and fine jewelry.
A “Digital Counter” Experience The platform introduces several features aimed at building consumer confidence in high-value online purchases:
- Total Transparency: Real-time access to metal purity details, diamond certifications, and clear pricing breakdowns.
- Mobile-First Design: A seamless interface featuring AI-driven notifications, wishlists, and secure “one-tap” checkouts.
- Exclusive Access: App users will receive priority access to limited product drops and specialized discounts not available on the web or in-store.

Archit Jain of iAMORY noted that the power dynamic in the industry is shifting. “Digital adoption is democratizing jewelry,” Jain stated. “It is shifting power from family-led counters to digital-first, design-led brands that prioritize transparency, speed, and storytelling.” He describes the app as a “digital counter” where users can instantly compare prices and access social proof.
iAMORY plans to continuously iterate on the app experience, with upcoming updates slated to include advanced personalization tools, AI-driven loyalty mechanisms, and interactive content formats to deepen customer engagement.
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