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Jewel Goldi (India) and IIG team up to equip sales teams for the informed shopper era

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In an age where customers often arrive at the showroom already scrolling through comparisons, blogs, and influencer videos, having a knowledgeable and trustworthy sales team has never been more crucial. Jewel Goldi (India), an affiliate of the prestigious Shree Ramkrishna Exports, has set a new benchmark by collaborating with the International Institute of Gemology (IIG) to empower its teams with future-ready skills through a customized corporate training program.

The truth about today’s consumer is simple yet profound: They are overwhelmed, not necessarily informed. While a quick search online offers thousands of options, it often leads to more questions than answers. And when customers step into a store, they seek not just beauty but guidance.

Understanding this shift, Jewel Goldi (India) embarked on a training journey with IIG that delved into Gemology, Jewellery Design Storytelling, Consumer Psychology, and Advanced Selling Techniques. The program was thoughtfully structured to help their team navigate the complex AIDA journey: Awareness, Interest, Desire, Action, seamlessly, ensuring that the customer’s path to purchase feels natural and fulfilling.

 Jitendra Jodhani, Director of Jewel Goldi (India), shared, “In today’s environment, a customer is looking for someone who can cut through the noise and offer clarity. Thanks to IIG, our team is now that voice of clarity, helping customers make informed, confident decisions.”

Interactive learning sessions, real-world case studies, practical gemstone identification, and customer engagement role-plays brought the learning alive, making sure that the knowledge wasn’t just understood; it was lived.

 Rahul Desai, CEO & Managing Director of IIG, added, “When a customer walks into your store, they don’t just want to buy; they want to believe. In an environment full of half-truths and endless options, a knowledgeable team member becomes the lighthouse. Our training was focused on helping the Jewel Goldi team become those trusted navigators in the customer’s journey.”

Backed by a passionate team of educators: Rajesh Patel, Gunjan Sapra, Anand Gusani, Ashwin Chandrasekhar, and Ritesh Shah; the training emphasized relevance, engagement, and practical value every step of the way.

By investing in human capital and future-proofing their workforce, Jewel Goldi (India) showcases a progressive mindset that more businesses are starting to adopt. In an increasingly competitive retail landscape, it is this commitment to quality training that separates good brands from great ones and ensures customers always find their way home to trusted names.


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National News

Government adds 7 new districts  for mandatory gold hallmarking, taking total to 380

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New Delhi, March 5, 2026 — In a decisive step towards fortifying consumer safeguards and elevating transparency in the precious metals ecosystem, the Central Government has promulgated the Hallmarking of Gold Jewellery and Gold Artefacts (Amendment) Order, 2026, effective March 2, 2026. This pivotal amendment, issued by the Ministry of Consumer Affairs, Food and Public Distribution and published in the Official Gazette, revises the territorial annexure originally established under the 2020 Hallmarking Order.

The notification substitutes the prior district schedule with an optimized, expanded framework, progressively incorporating additional jurisdictions to achieve broader nationwide coverage. As part of the sixth phase of phased implementation, this update integrates seven new districts—Rupnagar (Punjab), Banda (Uttor Pradesh), Beed (Maharashtra), Gomati (Tripura), Katihar (Bihar), Beawar (Rajasthan), and Neemuch (Madhya Pradesh)—elevating the total number of districts under mandatory BIS hallmarking to 380.

This calibrated expansion aligns with the Bureau of Indian Standards (BIS) Act, 2016, and follows extensive stakeholder consultations, underscoring the Government’s commitment to public interest priorities. In notified districts, all gold jewellery and artefacts must now bear the authoritative BIS hallmark, encompassing the BIS logo, precise purity grade (covering 14K to 24K caratages), and requisite identification marks. This standardized certification mechanism effectively mitigates adulteration risks, empowers informed consumer decision-making, and fosters greater accountability across the gold value chain.

Building on successive amendments—including the most recent prior update in July 2025—the 2026 Order accelerates the phased mandate initiated in 2021, transitioning from initial coverage of 256 districts towards comprehensive penetration in tier-2 and tier-3 markets. The initiative reinforces trust in domestic gold transactions amid elevated commodity prices and positions India’s jewellery sector for enhanced global competitiveness through uniform quality assurance protocols.

Industry participants in the newly designated districts are advised to expedite alignment with BIS certification and assaying requirements to ensure seamless compliance and uninterrupted operations.

This forward-looking regulatory measure reaffirms the Government’s proactive stance in delivering value-driven consumer protection while driving sustainable growth in one of India’s cornerstone retail and cultural sectors.

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