AS CONVERSATIONS around responsible gold consumption in the country gain momentum, Indriya, Aditya Birla Jewellery, puts India first whilekeeping consumers’aspirations of gold jewelleryalivethrough its Customers Owned Gold Exchange Programme.Indriya is the first jeweller to offer 100 per cent value on old gold of any carat,irrespective of where it was purchased, enabling customers to transform it into exquisitely designed statement pieces. At Indriya, precision meets craftsmanship.With advanced instruments ensuring accurate gold evaluation and open karigar rooms,customers can witness the entire process first hand, including the melting of their gold right beforetheir eyes.

 

This complete transparency ensures there isnolossor wastage,building deep trust and making the journeyof transformingold gold into beautifully crafted jewellery bothpersonal and rewarding. Indriya’s specially designed collections further enhance this experience,offering amore refined and elevated look within the same gold weight, while maintaining the highest standards of quality. Commenting on the programme,Sandeep Kohli, CEO, Indriya said, “As conversations around mindful gold consumption gain prominence,the most impactful approach is to unlock the full potential of the gold you already own, both in design and value.

 

Our Customers Owned Gold Exchange Programme encourages Indians to thoughtfully transform the irexisting jewellery into exquisitely crafted statementpieces they trulydesire and cherish, embracing amore meaningful way to engage with gold.”As anew-age jewellery brand, Indriya continues to champion amore personal and contemporary approach to jewellery ownership,one that blends modern design with conscious choices and emotional relevance. Through initiatives like the Customers Owned Gold Exchange Programme,the brand encourages consumers to celebrate self-expression while giving existing gold are newed purpose and place in their lives.