Tanishq pushes old-gold exchange as wedding shoppers seek budget relief
Tanishq is promoting zero deduction on old-gold exchange for jewellery of 18KT purity and above this month, targeting wedding purchases. The brand says more than 36 lakh customers have used its exchange programme, returning over 14,000 kg of gold to circulation in the past year.
What happened
Tanishq is promoting its old-gold exchange programme for wedding shoppers, offering zero deduction on 18KT-and-above gold this month. The retailer says its
Key facts
- More than 36 lakh Indians have exchanged old gold through Tanishq
- Over 14,000 kg of gold was brought back into circulation through Tanishq's exchange programme in the last year
- Old gold accepted from 9KT purity
- 0% deduction on old-gold exchange for 18KT purity and above
What changed
Tanishq is promoting its old-gold exchange programme for wedding shoppers, offering zero deduction on 18KT-and-above gold this month. The retailer says its transparent in-store valuation process has facilitated exchanges by over 36 lakh Indians.
Why this matters
Tanishq’s zero-deduction old-gold exchange offer turns customers’ dormant gold into a wedding-season affordability lever that can lift conversion and ticket size without relying solely on discounts.
What to watch
- Monthly exchange volumes, exchanged gold weight and share of sales funded through exchange.
- Wedding-season same-store sales growth versus average ticket value and average gold weight per invoice.
- Competitor announcements on zero-deduction exchange, guaranteed valuation or making-charge waivers.
- Gold price volatility and the spread between spot price, exchange valuation and retail selling price.
- Mix shift toward 18KT and lightweight bridal designs, diamond-studded jewellery and lower cash-outlay purchases.