National News
Make #PehlaCheckIAGES Your Mantra for Buying Gold This Akshaya Tritiya
As Consumers Prioritise Trust and Transparency, IAGES Urges Buyers to make Informed Gold Purchases with its #PehlaCheckIAGES Initiative This Akshaya Tritiya
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.
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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