Tanishq and Sachin Tendulkar Champion India’s Gold Exchange Movement to Reduce Imports and Empower Self-Reliance

Tanishq, the iconic jewellery brand from the House of Tata, has launched one of India’s most ambitious gold exchange drives, calling upon families to unlock the value of their dormant gold and transform it into new jewellery. The initiative shines a spotlight on a remarkable paradox—while Indian households collectively possess an estimated 25,000 tonnes of gold, nearly 99% of the country’s annual requirement is still fulfilled through imports.

With the message of “renewing legacies, strengthening the nation,” Tanishq’s campaign aims to channel household gold into productive circulation, thus reducing India’s dependence on imported bullion. The brand has joined hands with cricket legend Sachin Tendulkar, whose enduring trust and credibility resonate deeply with Indian consumers.

In a major festive offer running until 21st October 2025, Tanishq is providing 0% deduction on gold exchange across all karatages — even as low as 9KT — marking a first in the brand’s history. Over the years, the Tanishq Gold Exchange Programme has enabled over 30 lakh customers to exchange around 1.7 lakh kilos of gold, which now contributes to nearly 40% of the brand’s total business.

Commenting on the campaign, Ajoy Chawla, CEO – Jewellery Division, Titan Company Limited, said:

“Each gram of gold exchanged from a household locker helps reduce India’s gold imports, creating a powerful ripple effect — personal happiness that translates into national progress. This festive season, our 0% deduction offer across karatages invites every Indian to take part in this movement towards a self-reliant India.”

Sharing his thoughts, Sachin Tendulkar remarked:

“Gold holds deep emotional significance in every Indian family — it carries memories, blessings, and love through generations. Tanishq’s Gold Exchange initiative offers a trustworthy and transparent way to reimagine that legacy. Every exchange breathes new life into old gold while contributing to a stronger, more self-reliant India. That’s a true win for all of us.”

Through this initiative, Tanishq is turning the idea of gold exchange from a mere transaction into a national movement of empowerment, blending tradition, transparency, and transformation in a way that resonates with India’s evolving identity.