Tanishq extend gold exchange drive with festive offers

Tanishq, India’s leading jewellery brand from the Tata Group, has extended its nationwide Gold Exchange Initiative, endorsed by cricket legend Sachin Tendulkar, with the introduction of two new festive offers aimed at encouraging smarter gold buying and exchange among Indian households.
The latest phase of the initiative builds on Tanishq’s first-ever assurance of zero deduction on gold exchange across all karatages. The company has now introduced the Best Gold Rate on Advance Buying and a Gold-for-Diamond Exchange facility, expanding options for customers to monetise existing gold holdings while planning future jewellery purchases with greater certainty.
Indian households are estimated to hold nearly 25,000 tonnes of gold, while close to 99 per cent of the country’s annual gold demand is met through imports. Through its structured gold exchange programme, Tanishq seeks to bring idle household gold back into active circulation, supporting efforts to reduce dependence on imports. Under the Best Gold Rate offer, customers can book jewellery in advance and lock in the prevailing gold rate. At the time of billing, they are charged the lower of the booked rate or the market rate.
The scheme applies to advance bookings made between January 24 and February 25, 2026, with billing to be completed by February 25.
The newly launched Gold-for-Diamond Exchange allows customers to convert old gold into diamond jewellery, enabling families to refresh legacy assets in line with evolving design preferences.
Sachin Tendulkar said the initiative offers families a trusted way to renew jewellery while contributing to the broader national goal of reducing gold imports.
More than 30 lakh customers have participated in Tanishq’s Gold Exchange Programme so far, recycling about 1.7 lakh kilograms of gold.
Exchange transactions now account for nearly 40 per cent of the brand’s overall business, making it one of India’s largest organised gold recycling initiatives.