Tanishq launches 0% deduction gold exchange campaign with Sachin Tendulkar to promote self-reliance
Tanishq has rolled out a nationwide gold exchange initiative featuring Sachin Tendulkar, aiming to make gold upcycling easier and more rewarding for households across India. The headline move: a first-ever 0% deduction on gold exchange across all karat purities, including 9kt, available until October 21, 2025. The campaign ties personal value with a broader push toward self-reliance by reducing dependence on imported gold.
A zero-deduction first for all karatages
For a limited period, customers can exchange old jewellery for new designs without any deduction on purity or weight across karatages. By removing the usual deduction fee, Tanishq is aiming to lower the barrier for families who want to refresh heirloom pieces or unlock dormant value from “locker gold.”
Momentum behind the exchange movement
- Participation has grown steadily, with over 30 lakh customers engaging with Tanishq’s exchange programme over the years.
- Collectively, the initiative has recycled close to 1.7 lakh kilos of gold.
- Today, the exchange channel accounts for about 40% of the brand’s overall business, underscoring how central it has become to purchasing behaviour.
Why this matters
Gold sits at the heart of family traditions in India, but large volumes remain idle in lockers for years. By promoting a transparent exchange experience and waiving deductions, Tanishq wants to nudge more households to circulate that gold back into use. The ripple effect is twofold: customers extract greater value for themselves while collectively easing the country’s reliance on imports.
What the leadership and ambassador are saying
Ajoy Chawla, CEO of the Jewellery Division at Titan Company Limited, emphasized that even small exchanges can deliver outsized impact. He noted that swapping as little as a gram can benefit a family’s budget and, at scale, can help reduce the national import burden. He framed the zero-deduction offer—applicable across karatages, down to 9kt— as a festive-season catalyst designed to bring more people into the exchange ecosystem and support the vision of a more self-reliant India.
Sachin Tendulkar highlighted the cultural resonance of gold in Indian homes, describing it as a symbol of care and continuity passed across generations. He praised the programme’s transparency and trust-centric approach, pointing out that exchanging old jewellery for contemporary designs can renew a family legacy while also contributing to a larger civic goal: lowering dependence on imported gold. For him, that alignment of personal and national gain makes the initiative particularly meaningful.
How customers can benefit
- Upgrade old or dated pieces to new designs while retaining full value through the zero-deduction window.
- Exchange across a wide range of karat purities—including 9kt—ensuring flexibility for varied collections.
- Leverage a standardized and transparent evaluation process for peace of mind.
The bigger picture: circularity and self-reliance
The programme sits at the intersection of circular economy principles and consumer value. By channeling dormant gold into new jewellery, Tanishq is encouraging a more efficient use of resources and offering households a practical way to participate in a larger movement. With the 0% deduction valid until October 21, 2025, the brand is giving customers an extended runway to plan exchanges throughout the festive calendar and beyond.
Whether it’s modernizing a family heirloom or trading in pieces that no longer fit a personal style, the zero-deduction campaign reframes gold exchange as both a smart financial choice and a contribution to national self-reliance—amplified by a trusted ambassador who embodies consistency and integrity.
