Indriya, Aditya Birla Group’s jewellery brand today announced the launch of ‘SMART GOLD EXCHANGE,’ a pioneering scheme set to redefine the gold exchange experience for customers across India. Breaking traditional norms, Indriya now offers India’s only zero-deduction policy on old gold, ensuring customers receive the full value of their pre-owned gold, 14kt onwards, regardless of its karatage.

Customers can now bring in their old gold, whether 14kt or 22kt, and receive full value of its prevailing market value, with no hidden charges or deductions. This ground-breaking initiative places trust and transparency at the forefront, empowering customers to seamlessly upgrade their old jewellery and buy exquisite masterpiece jewellery.

Sandeep Kohli, CEO, Indriya said “At Indriya, we believe trust is the most precious element in every piece of jewellery. With this initiative, we are proud to offer our customers complete value for their old gold—without deductions, without hidden charges. It is our way of ensuring transparency, simplifying the upgrade journey, and welcoming them to experience the elegance of our latest collections with total confidence. This will also allow our consumers to effortlessly transform their existing gold into new designs, ensuring they always receive full value and the confidence that comes with it.”

This transformative ‘SMART GOLD EXCHANGE’ scheme is now available across all 25 Indriya stores spanning North, South, and West India, including five in Delhi; four in Hyderabad; three each in Mumbai and Pune; two each in Ahmedabad, Jaipur, and Patna; and one each in Indore, Surat, Andhra Pradesh, and Uttar Pradesh, reinforcing Indriya’s growing footprint and commitment to delivering exceptional value to consumers nationwide.