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.
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 Indians to skip new gold purchases for a year to conserve forex.
Why this matters
Indriya, Aditya Birla Group's jewellery entrant, aligns its strategy with national forex priorities by monetising household gold rather than pushing new sales, a notable pivot for a brand still scaling its retail footprint.
Retail-brand activity steady at 265 signals over 90 days.