Overview
Tanishq, leveraging more than three decades of experience and a customer base exceeding 37 lakh participants, has reinforced its Gold Exchange proposition to make gold‑to‑jewellery conversions more transparent, accessible and regionally relevant across India.
Exchange Process Details
The programme now accepts old gold purchased from any jeweller, irrespective of the original purchase bill, with a minimum purity threshold of 9KT. Each piece is assessed on‑site using Karatmeter technology, and the melting is performed in front of the customer, providing visual confirmation of the process. The exchange value is calculated on the basis of prevailing market gold rates, and the company explicitly states that there are no hidden deductions. Consumers may exchange old, broken or inherited jewellery and subsequently select from Tanishq’s extensive design collections. The service is available throughout the year, allowing customers to initiate exchanges at their convenience rather than being tied to specific occasions.
Consumer Research and Regional Campaign
Tanishq conducted extensive regional consumer research to pinpoint motivations that drive gold exchange and obstacles that deter participation. Insights from this research were translated into a series of region‑specific consumer stories that address concerns such as transparency, value maximisation, acceptance of gold from other jewellers, handling of broken pieces, payment flexibility and access to contemporary designs. To operationalise these insights during the festive season, Tanishq launched 11 short films in eight Indian languages, each depicting relatable family scenarios and real‑world questions about gold exchange. The campaign, titled “A win for you. A win for India,” is fronted by cricket legend Sachin Tendulkar and has attracted interest from television news channels for featuring authentic consumer testimonials.
Festive Season Benefits
During the festive period, Tanishq introduced targeted benefits: customers in Tamil Nadu receive a flat addition of 1KT to the exchange value of their old gold, while customers in the rest of India enjoy a flat 0% deduction on the exchange of old gold of 18KT and above, subject to applicable terms and conditions.
Strategic Rationale
The programme is positioned as a win‑win proposition: it enables households to unlock the best possible value from existing gold holdings and reinvest it in jewellery that aligns with contemporary tastes, while simultaneously returning gold to the market, thereby reducing India’s reliance on fresh gold imports.
Additional Resources
A promotional film illustrating the exchange experience can be viewed at https://www.youtube.com/watch?v=y40eTZj3we0.