National News
Platinum Jewellery Sparkles as the Modern Choice for Akshaya Tritiya
Symbolising purity, strength, and timeless elegance, platinum emerges as a popular pick for celebrating prosperity and new beginnings this festive season.
As India prepares to celebrate Akshaya Tritiya on April 30, a festival known for ushering in prosperity and fresh starts, many are turning to platinum jewellery to mark the occasion with meaning and style.
Traditionally seen as a time to invest in gold and other symbols of wealth, Akshaya Tritiya is now witnessing a shift as contemporary consumers seek out choices that reflect both heritage and modern values. Platinum — with its naturally white sheen, 95% purity, and resistance to tarnish — is being embraced as a powerful emblem of enduring wealth and spiritual purity.
Reflecting the timeless essence of the festival, platinum jewellery is available in a variety of collections designed to resonate with today’s lifestyle. Women can explore graceful, modern designs through Platinum Evara, men can find strength and character in Men of Platinum, and couples can celebrate their bond with Platinum Love Bands, crafted to honour life’s significant milestones.
Each piece bears the hallmark “Pt 950,” certifying its high purity and enduring value. As a metal that stands the test of time, platinum offers more than just visual appeal — it embodies the lasting emotional and material richness that Akshaya Tritiya represents.
With its blend of tradition and innovation, platinum jewellery continues to shine as a meaningful and lasting way to celebrate this auspicious day — a gift of love, resilience, and prosperity to treasure for generations.
National News
Augmont Launches AI-Powered Gold Purity Evaluation Machine In Chennai
New AI-Enabled Robotic System Offers Instant, Transparent Gold Purity Assessment and Seamless Gold Loan Processing
Augmont, India’s leading digital gold platform, has launched an AI-powered Gold Purity Evaluation Machine at its Poonamallee Gold Loan branch in Chennai, Tamil Nadu. Powered by advanced robotic and AI-led assessment technology, the machine enables customers to instantly evaluate the purity of their gold ornaments in a transparent, non-invasive, and hassle-free manner.
The initiative has been introduced to enhance trust, transparency, and convenience for consumers seeking accurate gold purity assessment before availing a gold loan, selling, or recycling their gold ornaments.
Using the facility, customers can assess the purity and approximate value of their gold ornaments within seconds in a complimentary and seamless manner. The AI-enabled robotic evaluation system is integrated directly with Augmont’s gold loan technology platform, allowing eligible customers to seamlessly proceed with the gold loan process immediately after evaluation. This significantly reduces turnaround time and enables customers to complete the entire process – from purity testing to gold loan disbursal – within minutes.
In addition to gold loans, the facility also enables customers to make more informed decisions regarding recycling or selling their gold based on transparent and technology-driven purity analysis.
Gold continues to remain one of the most trusted financial assets for Indian households. However, gold evaluation has traditionally remained a process dependent on manual assessment and customer trust. Through this technology-led initiative, Augmont aims to modernize the gold assessment experience by making it faster, more transparent, and more consumer-friendly.
With growing focus on sustainability and responsible consumption, gold recycling is becoming an important part of India’s evolving gold ecosystem. Recycling existing gold helps reduce dependence on fresh imports and mining activity while enabling more efficient utilization of idle household gold stocks. As India continues to encourage greater transparency and formalization within the gold industry, reliable gold purity assessment becomes critical in helping consumers accurately understand the value of their gold before opting for recycling, selling, or availing gold loans.
Commenting on the launch, Ketan Kothari, Whole Time Director of Augmont, said:

“At Augmont, we believe technology will play a transformative role in the future of the gold ecosystem. As consumer demand for organized, transparent, and trustworthy gold services continues to grow, we wanted to introduce an innovation that directly enhances customer confidence and decision-making.
This AI-powered Gold Purity Evaluation Machine is designed to simplify the customer journey by combining instant purity evaluation with a seamless gold loan process through our integrated technology platform. Customers can now walk into a branch, evaluate their gold transparently, and if they choose to, proceed with a gold loan within minutes.
Chennai is an important market for us, and this pilot launch will help us better understand consumer adoption and behaviour. We see this as an important first step towards building a wider network of technology-enabled gold evaluation centres across the region.
We also believe that transparent, technology-driven purity evaluation systems can encourage greater participation in the organized gold recycling ecosystem, which is becoming increasingly important for building a more sustainable, efficient, and transparent gold industry in India while empowering consumers to make better financial decisions regarding their gold assets.”
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