BrandBuzz
MMTC-PAMP Launches Industry’s First Organized Silver Buyback for Coins, Bars, and Jewellery
Phased Rollout Across Key Indian Cities Introduces Transparent, Tech-enabled Silver Recycling and Instant Buyback Payouts, Addressing Rising Demand for the White Metal
MMTC-PAMP, India’s only London Bullion Market Association (LBMA) Good Delivery gold and silver refiner, today announced the launch of the industry’s first organised buyback offering for silver coins, bars and jewellery. MMTC-PAMP plans to offer this service at select retail stores across India.
At present, MMTC- PAMP operates 17 stores for the recycling of gold in India and aims to extend its hassle-free buyback offering for silver across these centres. In the first phase of the launch of the project, MMTC-PAMP will commence silver recycling at select exclusive brand stores/purity verification stores in Kolkata, Bhubaneswar, Guwahati, Ludhiana, Ahmedabad, Mumbai and New Delhi. The company plans to expand this service across all its stores in India in the next fiscal year.
Speaking on the launch, Samit Guha, Managing Director and CEO, MMTC-PAMP, said,
“Indian households collectively hold approximately 35,000 tonnes of gold and much more silver. While the silver mine production capacity, globally, is not expanding significantly, the demand for the white metal seems to be growing at a much faster rate. Given the current scenario, we expect recycled silver to play a key role in meeting the current supply-demand gap.”
To avail MMTC-PAMP’s cutting-edge silver buyback process, consumers can visit the company’s Purity Verification Centre and verify their silver products. The bars, coins and jewellery will be melted and then tested under XRF technology, the industry standard for precise purity, under security surveillance. After the necessary documentation for refining and buyback is completed, the silver will be valued based on the best market buyback rate, and an instant payout will be initiated to the customer’s designated bank account.
With the silver buyback service, customers can sell their silver items through a transparent process that offers live purity verification and clear valuation. At the same time, customers can also buy physical gold or silver coins and bars offered with 999.9+ purity from MMTC-PAMP.
Every product created by MMTC-PAMP undergoes a rigorous purification process to ensure 999.9+ metal purity. To guarantee authenticity, each MMTC-PAMP product carries a unique identification number and is packaged in an Assayer-certified minted card. Additionally, every silver product purchased from MMTC-PAMP offers positive weight tolerance, ensuring each coin weighs more than the listed weight and delivers maximum value to customers.
BrandBuzz
GIVA and Kriti Sanon Come Together For A New Era Of Modern Jewellery
Style, Sealed In Silver; Is A Fun New Campaign Film Featuring Kriti Sanon, Marking A New Chapter For India’s Most-Loved Fine Silver Jewellery Brand
GIVA, India’s fastest-growing fine jewellery brand, today announced a landmark partnership with National Award-winning actor Kriti Sanon as its newest brand ambassador and the face of a fun new brand film, cementing a relationship built on genuine conviction in what GIVA stands for.
At the heart of the launch is Style, Sealed in Silver, a fun and elevated campaign film that reflects how today’s consumers wear jewellery, not just for occasions, but as an extension of their identity, mood, and personal style. The film is a deliberate departure from the reverent, occasion-first language of traditional jewellery advertising. It celebrates silver not as a compromise but as a choice, worn with pride, gifted with intention, and sealed in the kind of quality that lasts a lifetime
Speaking about the collaboration, Kriti Sanon Said:
“I have always believed that the jewellery you wear every day says something about who you are, and GIVA understands that beautifully. The brand reflects the confidence, individuality, and self-expression that modern women resonate with today. This is not just a campaign for me, it is a genuine belief in what GIVA is building.”
GIVA has always believed that the right partnership goes beyond visibility; it is about shared vision and genuine resonance. Kriti Sanon embodies the spirit of the modern GIVA woman: confident, accomplished, expressive, and entirely herself. From her National Award-winning performance in Mimi to commercial successes like Crew and Teri Baaton Mein Aisa Uljha Jiya, Kriti has built a career rooted in versatility, authenticity, and breaking convention, values that mirror GIVA’s own disruptive journey in a traditionally gold-dominated jewellery market.
Speaking of the association, Ishendra Agarwal, Founder of GIVA, Said:
From 1 store to 300+, every step of GIVA’s journey has been about one thing: building something real. Kriti choosing to represent GIVA is a reflection of how far this brand has come. She is not just the face of the brand; she is a partner in where we are going, bringing the same energy, authenticity, and ambition to GIVA that she brings to everything she does.
Over the years, GIVA has grown into something we’re deeply proud of, a brand that millions of Indian women have made their own. Kriti becoming part of that story feels like a powerful new chapter for us.”
The campaign rolls out across digital, OTT, and retail touchpoints, with a full 360-degree activation planned across GIVA’s omnichannel network of stores, e-commerce platforms, and social channels.
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