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Indian consumers are being given the choice to make more informed decisions while buying gold. The efforts of Indian Association of Gold Excellence and Standards (IAGES), a self-regulatory organisation created by the gold industry, is beginning to see the fruits of the groundwork it has put, into encouraging a shift in the gold-buying mindset of people with its pan India awareness campaign - Before You Buy Gold, #PehlaCheckIAGES. Designed as a nationwide consumer-awareness initiative, the campaign marks a significant step toward formalising credibility in gold buying and introducing a simple but powerful shift encouraging buyers to verify a jeweller’s credentials before making a purchase. The IAGES accreditation covers the entire value chain of the business bringing ethical sourcing, compliance and transparency from the background to the forefront. Akshaya Tritiya as a Catalyst This year, the campaign gained significant momentum in the lead-up to Akshaya Tritiya 2026, one of India’s most important gold-buying occasions. During this high-intent, high-traction period, IAGES initiative ‘Before you buy gold, #PehlaCheckIAGES’ played a dual role, supporting both consumers and the trade ecosystem. On the consumer front, the campaign actively shaped buying behaviour by encouraging individuals to verify jewellers before making a purchase. Through strong on-ground and digital visibility, consumers were nudged to prioritise trust and transparency. The simple act of ‘Pehla Check’ reflected a powerful behavioural shift—turning awareness into action. The impact of the campaign was evident by the noticeable shift seen in the way consumers began paying more attention to who they were buying from, in addition to what they were buying. The IAGES accreditation emerged as the most credible trust marker with a verified jeweller becoming a non-negotiable starting point for the consumer. “The ‘Before you buy gold, #PehlaCheckIAGES’ campaign is rooted in a simple but critical shift encouraging consumers to make verification the starting point of their gold-buying journey. Akshaya Trithiya 2026 becomes the first year we saw an evolved, informed mindset among gold buyers as well as gold businesses. By driving preference toward accredited jewellers, we not only empower consumers but also recognise and strengthen businesses that uphold the highest standards of integrity,” said Kaushlendra Sinha, CEO, IAGES Value for the Trade The campaign had an equal impact on the trade ecosystem as IAGES accredits stakeholders across the gold value chain based on neutral third party assessments of sourcing, operations, and other business practices. By directing consumer attention toward accredited jewellers, the campaign created a clear point of differentiation and operational excellence in a highly competitive market. Retailers aligned with these standards benefited from stronger visibility and enhanced consumer confidence during a peak buying period. More importantly, the campaign reinforced a larger message for the industry that ethical practices and transparency are not just compliance measures, but drivers of business growth and long-term credibility. At present the growing IAGES network stands at 100+ accredited partners across India with 550+ partner outlets which are listed in the official IAGES website www.iages.com. Pan-India Consumer Outreach A key strength of the campaign was its wide geographic reach across India covering all metro cities and key markets were IAGES has a strong partner network. It encouraged customers to identify and choose only IAGES-accredited retailers from the partner directory before making their Akshaya Tritiya purchases. The expansive #PehlaCheckIAGES campaign saw a multi-channel outreach that combined a strong print presence across national and regional publication in the leading cities with an aggressive digital first approach across OTT, social media, and online platforms, garnering engagement across age groups and geographies. Cinema advertising, influencer-led content, media integrations, high-frequency on-ground visibility via out-of-home media, metro train branding and catchment led branding across key cities, further amplified the message. The success of the ‘Before You Buy Gold, #PehlaCheckIAGES’ campaign during Akshaya Tritiya 2026 signals a meaningful shift in the way gold is bought and sold in India. It demonstrates that trust, when made visible and verifiable, can influence both consumer behaviour and industry standards. As the campaign continues to grow, ‘Pehla Check’ is poised to become a habit that reshapes the future and makes it more accountable.

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