On Akshaya Tritiya, buying gold for Indians represents everlasting prosperity, good fortune and auspicious new beginnings. For consumers, this occasion is a special and deeply personal experience, one that should not be marred in any way because of a lack of trust in their jeweller. Among the biggest concerns that gold buyers have on occasions like these, as well as during festivals and weddings, is whether the gold that they are buying is responsibly sourced and manufactured and whether their retailer is truly trustworthy, following all the rules to ensure a safe and transparent shopping experience.

In an age where informed purchase decisions are a norm among evolved consumers, quality, transparency, and ethical sourcing by gold businesses are a standard ask. This Akshaya Tritiya, consumers should adopt a new life-long mantra whenever they step out anywhere in the country — Before you buy gold, #PehlaCheckIAGES.

Building trust through a unified gold ecosystem

The Indian Association of Gold Excellence and Standards (IAGES) is a self-regulatory organisation (SRO) established by and for the gold industry to standardise credibility and ethical practises followed by gold businesses across their value chain. IAGES is committed to creating a transparent, ethical, and accountable gold ecosystem across India by enabling refineries, bullion traders, manufacturers, hallmarking centres, digital gold sellers, and retailers to adhere to a standard Code of Conduct on the receipt of an IAGES accreditation.

Why an IAGES accreditation is a badge of honour

Your gold retailer receives an IAGES-accreditation only after he has been assessed and evaluated by a neutral third party on his best practices in sourcing, operations, and customer dealings and cleared this stringent assessment process. For consumers, shopping from an IAGES-accredited retailer means peace of mind, confidence and trust, with this badge of honour assuring them of ethical sourcing, transparent pricing and standardised operations being followed. For retailers, it wins them an earned trust as well as long-term customer relationships in an increasingly competitive market.

A strong and growing nationwide network

In a short span of time, IAGES has successfully filled in the gap in India’s gold sector, evident by the rapidly expanding IAGES network that stands at 550+ accredited partner outlets today across India. By placing their faith in the IAGES process of accreditation, India’s gold businesses stand aligned and united in achieving the highest standards of transparency and accountability, and elevating India’s gold industry to its global equivalents in the developed world. Some of India’s leading gold entities are IAGES-accredited.

In North India — Bawa Jewellers, Talla Jewellers, Hazoorilal Jewellers, Gandaram and Sons Jewellers Pvt Ltd
In South India — Nikhaar Jewels, Jos Alukkas, GRT Jewellers, Pothys Swarna Mahal Jewellers
In East India — Senco Gold & Diamonds, Orient Jewellers, Indian Gem & Jewellery Creation Pvt Ltd
In West India — PNG Jewellers, Waman Hari Pethe Jewellers, Kalamandir Jewellers, Lagu Bandhu, KRA Jewellers

With Akshaya Tritiya approaching, this year the focus shifts from impulse buying to informed decision-making. Buyers don’t just seek beautiful jewellery; they demand assurance, authenticity, and transparency. IAGES’ ongoing consumer awareness initiative — ‘Before you buy gold, #PehlaCheckIAGES’ — plays exactly to this mindset, encouraging consumers to take the reins in their hands by taking a confident first step of checking the accreditation of their retailer for a smooth and stress-free gold-buying experience.