Indriya launches old gold exchange at 100% value as Modi urges year-long pause on new purchases
Aditya Birla Group's jewellery brand Indriya is betting on a Customers Own Gold Exchange Programme, offering 100 per cent value on old gold, after PM Modi appealed to Indians to skip new gold buys for a year to conserve forex. The move pivots demand toward recycled inventory.
What happened
Aditya Birla's jewellery brand Indriya launched a Customers Own Gold Exchange Programme offering 100% value on old gold, responding to PM Modi's appeal to
Key facts
- 100 per cent value
- 1 year
Why this matters
A 100% exchange offer sets a competitive floor that pressures Tanishq, Kalyan, and regional jewellers to match terms or cede share, opening room for partnership or rollup conversations among sub-scale players squeezed by the policy backdrop.