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Senco gold upholds the ‘legacy of love’ in brand campaign

Senco Gold and Diamonds has launched its latest brand campaign, ‘legacy of love’, starring the renowned father and son duo, Kaushik Sen and Riddhi Sen.

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Senco Gold and Diamonds has launched its latest brand campaign, ‘legacy of love’, starring the renowned father and son duo, Kaushik Sen and Riddhi Sen. This heartfelt campaign celebrates the profound strength of a father’s love—his unwavering support, silent encouragement, and endless affection.The film captures the son’s greatest aspiration to make his father proud, while also pursuing his own dreams

This heartfelt campaign celebrates the profound strength of a father’s love—his

unwavering support, silent encouragement, and endless affection.

“Our ‘legacy of love’ campaign is a tribute to the fathers who inspire us and cherished memories we create together. Let’s celebrate the irreplaceable bond between fathers and their children with pieces

that will be treasured for generations,” says *Joita Sen director and head of marketing and design at Senco Gold.

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IFSCA Notifies India Good Delivery Gold Framework

GJEPC Seeks Swift Rollout and Global Recognition. The Framework Is Expected To Strengthen Responsible Sourcing, Build Confidence In Indian-Refined Gold and Create Opportunities For Bullion Exports.

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GJEPC has urged the Government to expedite international recognition and the implementation of the India Good Delivery Gold framework, following the notification of the International Financial Services Centres Authority (IFSCA) (Good Delivery) Guidelines, 2026. The framework is expected to strengthen responsible sourcing, build confidence in Indian-refined gold and create opportunities for bullion exports.

The guidelines establish a framework for quality assurance, responsible sourcing and traceability in gold refining. IFSCA, India’s unified regulator for financial products, services and institutions operating in International Financial Services Centres, will implement the framework through the Bullion Exchange in the IFSC. Gold from accredited refiners that meets the prescribed requirements can qualify for delivery on IFSC exchanges and for over-the-counter trading.

The framework extends beyond the purity and quality of gold bars to address their provenance. Refiners must trace raw gold to its source, assess supply-chain risks, verify suppliers and beneficial owners, and meet applicable responsible-sourcing requirements. Independent third-party audits will provide additional assurance.

The initiative follows the recommendations by NITI Aayog, a policy think tank, which had called for an India Good Delivery Standard and responsible-sourcing guidelines for refineries. The report highlighted the potential of domestic refining to retain more value within India, generate employment and support exports.

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