Tanishq, the jewellery brand from the House of Tata, has rolled out one of India’s largest gold exchange campaigns, urging families to bring idle gold out of lockers and convert it into new jewellery. The initiative highlights a stark reality: though Indian households collectively hold nearly 25,000 tonnes of gold, almost 99% of the country’s annual demand is still met through imports.

By promoting gold exchange, Tanishq hopes to not only help consumers renew their personal legacies but also reduce the nation’s dependence on imported gold. To amplify the message of trust and transparency, the brand has partnered with cricket icon Sachin Tendulkar.

In a first, Tanishq is offering 0% deduction on gold exchange across all karatages, including as low as 9KT, until 21st October, 2025. The brand’s Gold Exchange Programme has already seen more than 30 lakh customers exchange nearly 1.7 lakh kilos of gold, accounting for 40% of its business.

Ajoy Chawla, CEO – Jewellery Division, Titan Company Limited, said: “Every time a family exchanges even one gram of old locker gold, they … contribute to the nation by reducing imports. That is the power of gold exchange—personal joy with a national impact. With our first-ever 0% deduction offer across karatages (even as low as 9kt) this festive season, we are making it easier for every Indian to participate in the vision of making our nation self-reliant.”

Sachin Tendulkar added: “Gold is woven into the lives of every Indian family – gifted, cherished, and relied upon as it is passed on with love through generations. Tanishq’s Gold Exchange offers families a transparent and trustworthy way to renew this legacy. Each exchange not just turns yesterday’s jewellery into today’s contemporary designs, but also adds up to something much larger by reducing India’s dependence on gold imports, which to me is a win for every Indian.”