National News
GJEPC Applauds Export Promotion Mission as Catalyst for USD 100 Billion Gem & Jewellery Export Vision. Thanks Government for recognising Gems & Jewellery as a Priority Sector
- With over 85% of the industry comprising MSMEs, this visionary step will fast-track the sector’s journey towards achieving USD 100 billion in exports by 2047, empowering small exporters and transforming India’s gem and jewellery industry into a globally competitive, future-ready powerhouse.
- The Credit Guarantee Scheme for Exporters (CGSE), offering Rs.20,000 crore of collateral-free credit with 100% guarantee through the National Credit Guarantee Trustee Company Limited, along with Interest subvention will play a pivotal role in providing cheap capital to this capital-intensive sector. This will also empower MSMEs with easier access to finance.
- Grant to participate in international fairs will help the sector diversify in new markets and also help small exporters to get access in established markets.
The Gem & Jewellery Export Promotion Council (GJEPC) has welcomed the Union Cabinet’s approval of the Export Promotion Mission (EPM) — a landmark initiative aimed at strengthening India’s export ecosystem with a total outlay of Rs.25,060 crore for FY 2025–26 to FY 2030–31.
The Council extended its gratitude to the Hon’ble Prime Minister Shri Narendra Modi, the Union Cabinet, Hon’ble Finance Minister Smt. Nirmala Sitharaman, and Hon’ble Minister of Commerce & Industry Shri Piyush Goyal for recognising the gem and jewellery sector among the priority industries under the Mission.
“This bold and visionary initiative comes at a pivotal time, as the Gems & Jewellery industry navigates global headwinds and challenging market dynamics. It will greatly enhance the ease of doing business and strengthen India’s Gem & Jewellery export competitiveness,” said Kirit Bhansali, Chairman, GJEPC.
“The inclusion of key measures such as the Credit Guarantee Scheme for Exporters (CGSE) — offering Rs.20,000 crore of collateral-free credit with 100% guarantee through the National Credit Guarantee Trustee Company Limited — along with interest subvention, will play a pivotal role in providing affordable capital to this capital-intensive sector. These initiatives will empower MSMEs with easier access to finance and liquidity support.
Additionally, the grant for participation in international trade fairs will help the sector diversify into new and emerging markets while enabling small exporters to strengthen their presence in established destinations.
Most importantly, the Export Promotion Mission will accelerate our vision of achieving USD 100 billion in gem and jewellery exports by 2047, contributing meaningfully to the Government’s larger vision of Viksit Bharat @2047. The GJEPC looks forward to working closely with the Government to translate this support into higher exports, greater value addition, and enhanced employment opportunities for our sector,” said Kirit Bhansali, Chairman, GJEPC.
The GJEPC noted that the Mission’s integrated approach — combining financial and non-financial interventions through the Niryat Protsahan and Niryat Disha sub-schemes — reflects the Government’s commitment to building a more resilient, technology-driven, and inclusive export framework.
The gem and jewellery industry stands to benefit immensely from the Export Promotion Mission’s (EPM) targeted interventions. By enabling compliance and certification support, and facilitating branding, marketing, and global linkages, the Mission will significantly strengthen the competitiveness of small and medium enterprises that form the backbone of the sector. These measures will empower MSMEs to expand their global footprint, enhance value addition, and contribute more meaningfully to India’s export growth story.
The gem and jewellery sector, one of India’s most labour-intensive industries, employs over 4.3 million people and contributes around 6.8% to the country’s total merchandise exports. Enhanced access to affordable finance, branding assistance, and export logistics support under the EPM will help Indian jewellers strengthen their global footprint, especially in new and emerging markets.
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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