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World Gold Council Launches ‘It’s Aaj ka Gold’ Campaign Targeted at Digital-First Investors in India

The campaign describes Gold ETFs as an investment option that is affordable, regulated and backed by real gold

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The World Gold Council today announced the launch of its first India-focussed gold ETF campaign, built around the powerful core message ‘It’s Aaj Ka Gold’ (means ‘Today’s gold). The campaign is aimed at modernising gold investment for the nation’s digital-savvy young investors. The campaign aims to address the awareness–action gap and reinforce the accessibility, liquidity and strategic relevance of gold ETFs in investor’s portfolio.

“Gold ETFs signify an important evolution in the way younger generations can access gold, transforming it from a traditional store of value into a dynamic and strategic element within a modern investment portfolio,” stated Arti Saxena, Head of Marketing, India, World Gold Council.

“Through this campaign, our objective is to initiate a substantive dialogue that enables young investors to realise gold’s enduring value, combined with the accessibility, flexibility, and transparency expected in today’s financial landscape. By clarifying the features of Gold ETFs—such as their affordable entry point of just ₹200, physical asset backing, and high liquidity—we believe Gold ETFs have the potential to become a preferred investment option, building upon gold’s established legacy.”

The campaign’s core message, “It’s Aaj Ka Gold,” targets young investors aged 20-35, encompassing cohorts identified as ‘Fun portfolio builders’ (20-24), ‘Confident progressives’ (25-30), and ‘Future-focussed achievers’ (30-35). These diverse young investors, united by their desire for hassle-free wealth growth, will see Gold ETFs showcased as a regulated and liquid investment solution. The campaign features three films and four key visuals that bring these benefits to life. One of the campaign films, titled “Low Entry Barrier,” humorously illustrates how Gold ETFs offer a solution to common end-of-month financial woes, demonstrating that investing in gold is possible with as little as Rs. 200, highlighting easy accessibility, regulation, and physical backing.

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Prajakta Mali Inaugurates Khandelwal Jewellers (Akola) New Showroom In Jalna

The Company Has Steadily Expanded Its Footprint Across Maharashtra and Continues To Strengthen Its Position As One Of The Leading Jewellery Retailers In The Region

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Strengthening its presence beyond Vidarbha and taking a significant step towards regional expansion, Khandelwal Jewellers(Akola) inaugurated its ninth showroom at Aditya Complex, Badi Sadak, Jalna, marking the brand’s first-ever entry into the Marathwada region. The grand inauguration ceremony was conducted by renowned Maharashtra actress Prajakta Mali in the distinguished presence of Avinash Gupta, Vice Chairman, GJC.

The event was attended by the promoters of the group,  Nitin Khandelwal and Prabha Khandelwal,  Ravi Khandelwal and Ekta Khandelwal, along with prominent jewellers, entrepreneurs, professionals, and distinguished citizens from Jalna and neighboring districts. Present were the sixth generation of the Khandelwal family, including Harshal Khandelwal, Shaurya Khandelwal, Pratik Khandelwal, Rishika Khandelwal, Pratik Rathi, and Dipika Rathi.

The launch represents another milestone in the remarkable journey of Khandelwal Jewellers, a trusted name in the jewellery industry with a legacy spanning over nine decades. Established on the foundation of transparency, purity, customer trust, and innovation, the company has steadily expanded its footprint across Maharashtra and continues to strengthen its position as one of the leading jewellery retailers in the region.

Prajakta Mali, Actress, said:

“I am truly impressed by the remarkable collection showcased at Khandelwal Jewellers. The showroom beautifully blends tradition with contemporary design, offering customers an exceptional range of jewellery. The craftsmanship, quality, and presentation rival—and in many categories surpass—what one would typically find in major jewellery markets such as Mumbai and Pune. It is wonderful to see such world-class offerings being made accessible to customers here.”

Avinash Gupta, Vice Chairman, GJC, said:

“I extend my heartfelt congratulations to the Khandelwal family on this significant milestone. Their unwavering commitment to quality, trust, and customer satisfaction has earned them a strong reputation in the market. Khandelwal Jewellers has consistently demonstrated excellence in every aspect of its business, and I am confident that this dedication will continue to drive its growth and success in the years ahead.”

The newly launched Jalna showroom offers an extensive collection of gold, diamond, platinum, silver, bridal, traditional, contemporary, and lightweight jewellery, catering to the evolving preferences of customers across Marathwada. With this strategic expansion, Khandelwal Jewellers aims to bring its hallmark values of trust, transparency, and superior craftsmanship to a wider customer base.

The inauguration witnessed an overwhelming response from customers, industry associates, and well-wishers, reaffirming the strong goodwill and brand equity that Khandelwal Jewellers has built over generations. The launch not only marks the company’s entry into Marathwada but also signifies the beginning of a new chapter in its growth journey as it continues to expand its retail network across Maharashtra.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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