BrandBuzz
Government Signals Move to Regulate India’s Fast-Growing Digital Gold Sector
Fintech companies push for clarity as policymakers explore oversight and industry bodies step up to set standards
India’s digital gold market may soon move out of its grey zone, as the government begins to seriously consider a formal regulatory framework for the sector. With rapid growth over the past year and a half, fintech founders have been in active discussions with the finance ministry, urging the need for clear rules and oversight.
At a recent meeting between startup leaders and senior officials, industry representatives highlighted how quickly digital gold has scaled—and why regulation is now essential. The response from policymakers, according to those present, has been encouraging, though any concrete framework could still take time. A key question remains: who will regulate the sector—the Reserve Bank of India (RBI) or the Securities and Exchange Board of India (SEBI).
Currently, digital gold operates without a dedicated legal structure. This has raised concerns among both industry players and regulators, especially as investor participation continues to grow. Leaders in the space believe a clear framework will not only protect consumers but also lend credibility to the category.
To address this, major digital gold market players are working towards forming an industry body—the Digital Precious Metal Council of India. The goal is to introduce uniform standards, ensure fair practices, and engage more effectively with policymakers.
The scale of the sector is already significant. Industry estimates suggest that nearly Rs. 3,000 crore flows into digital gold every month, with total assets under management ranging between Rs.15,000 crore and Rs. 20,000 crore, backed by physical gold stored in secure vaults.
Regulators have also started taking note. SEBI recently cautioned investors that digital gold products fall outside its regulatory scope, meaning they do not come with the same investor protection mechanisms as other gold-linked financial instruments.
As conversations continue, the industry is focused on building trust—highlighting audit systems, physical gold backing, and transparency. While self-regulation may be the first step, most stakeholders agree that formal oversight is inevitable as the sector matures.
News Source: ET Retail
BrandBuzz
Jos Alukkas Launches Platinum Jewellery Campaign Featuring Dulquer Salmaan
New Platinum Campaign With Dulquer Salmaan, Celebrating Sophistication and Individuality
Jos Alukkas, a trusted name in quality, innovation, and trendy jewellery in India, has launched a platinum jewellery campaign featuring its brand ambassador, Dulquer Salmaan, on 15th May 2026. The campaign marks a bold new chapter for Jos Alukkas, with Dulquer’s charismatic presence and sophisticated persona bringing alive the essence of platinum jewellery as a statement of individuality and timeless luxury.
The campaign showcases an exclusive range of meticulously crafted platinum jewellery pieces, including rings, chains, bracelets, and other contemporary pieces tailored for both men and women. Each piece reflects Jos Alukkas’ legacy of craftsmanship while embracing modern design sensibilities.
On the campaign, Varghese Alukkas, Managing Director of Jos Alukkas, said:
“At Jos Alukkas, we have always believed in offering jewellery that reflects not just beauty, but also meaning and aspiration. Dulquer Salmaan’s authenticity and contemporary appeal perfectly align with the values of our brand and this exceptional collection. Through this campaign, we aim to inspire a new generation to embrace platinum as a symbol of sophistication and individuality.”
Sujala Martis, Director – Consumer Marketing (India), Platinum Guild International, said:
“Platinum occupies a distinct space in the men’s jewellery category, combining rarity and strength in a way few precious metals can. Its appeal lies in its understated confidence, making it a compelling choice for modern men seeking jewellery that reflects both personal style and enduring values.
The Jos Alukkas Men of Platinum campaign, The Icon’s Signature, with Dulquer Salmaan builds on this very aspect and celebrates the actor’s preference for platinum. It clearly signals platinum as the metal of choice for modern men who see jewellery as an expression of character, values and style.”
Through this initiative, Jos Alukkas seeks to position itself as a brand in the luxury jewellery segment, inspiring customers to opt for platinum for their most important occasions. The campaign will be promoted across digital, print, and in-store platforms across India and international markets. With this launch, Jos Alukkas reaffirms its commitment to innovation, excellence, and offering jewellery that celebrates both tradition and contemporary luxury.
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