Overview
On Saturday, 24 October 2026, Tanishq issued a press release outlining enhancements to its Gold Exchange programme, positioning the initiative as a transparent, consumer‑first solution that also supports India’s broader goal of reducing fresh gold imports.
Programme Features
The Gold Exchange, built on more than three decades of experience, has served over 37 lakh customers to date. It accepts old gold purchased from any jeweller, across purities starting at 9 KT, without requiring the original purchase bill. Each piece is assessed using Karatmeter technology, and the melting process is performed visibly in front of the customer. The exchange value is calculated on the basis of prevailing gold rates, with a clear commitment to no hidden deductions. Customers may exchange old, broken, or inherited jewellery and select from a wide range of contemporary designs offered by Tanishq. The service is available throughout the year, allowing customers to initiate exchanges at their convenience rather than waiting for specific occasions.
Regional Consumer Research and Campaign
To tailor the proposition to diverse regional preferences, Tanishq conducted extensive consumer research that identified both triggers encouraging gold exchange and barriers that could deter participation. Insights from this research were translated into a series of region‑specific consumer stories addressing concerns such as transparency, value maximisation, acceptance of gold from other jewellers, handling of broken pieces, payment flexibility, and access to modern designs. During the festive season, Tanishq launched 11 short films in eight languages, each depicting relatable family scenarios and real‑world questions about gold exchange. The campaign, part of the ongoing “Win‑Win” initiative, is fronted by cricket legend Sachin Tendulkar and has attracted interest from television news channels for featuring authentic consumer testimonials.
Festive‑Season Offers
For the festive period, Tanishq introduced targeted benefits: customers in Tamil Nadu receive a flat additional 1 KT value on the exchange of old gold, while customers across the rest of India enjoy a flat 0 % deduction on the exchange of old gold of 18 KT and above, subject to the applicable terms and conditions.
Media Assets
The press release provides a link to one of the campaign films (https://www.youtube.com/watch?v=y40eTZj3we0) and an image link for the “A win for you. A win for India” visual. The release notes that it is distributed under an arrangement with Business Wire India, with PTI disavowing editorial responsibility.