Jewellery brand Indriya, part of Aditya Birla Jewellery, has launched a ‘Customer Owned Gold Exchange Programme’ aimed at encouraging customers to exchange old gold jewellery for new designs.
Under the programme, the company said customers can exchange old gold of any purity, irrespective of where it was purchased, and receive its assessed value towards new jewellery purchases.
The company said the initiative comes amid growing discussions around responsible gold consumption and reuse of existing gold jewellery. Indriya added that the programme includes on-site gold evaluation and melting processes aimed at ensuring transparency for customers.
