The Indian Association of Gold Excellence and Standards (IAGES) has introduced the ‘Before you buy gold, #PehlaCheckIAGES’ campaign ahead of Akshaya Tritiya, focusing on consumer awareness and responsible gold purchasing practices.

The initiative comes at a time when gold buying during festive and wedding occasions is associated with concerns around sourcing, transparency, and retailer credibility. IAGES stated that consumers are increasingly seeking assurance on whether gold is responsibly sourced and whether retailers follow compliant and transparent processes.

IAGES operates as a self-regulatory organization established by the gold industry to standardise ethical practices across the value chain. Its accreditation framework covers refineries, bullion traders, manufacturers, hallmarking centres, digital gold sellers, and retailers, who are required to adhere to a defined Code of Conduct.

Retailers receive IAGES accreditation after undergoing an independent third-party assessment of sourcing practices, operational standards, and customer dealings. The organization states that the accreditation aims to ensure ethical sourcing, transparent pricing, and standardized operations across participating businesses.

According to IAGES, its accredited network has grown to over 550 partner outlets across India. The network includes regional and national jewellery retailers such as Bawa Jewellers, Talla Jewellers, Hazoorilal Jewellers, Gandaram and Sons Jewellers Pvt Ltd, Nikhaar Jewels, Jos Alukkas, GRT Jewellers, Pothys Swarna Mahal Jewellers, Senco Gold & Diamonds, Orient Jewellers, Indian Gem & Jewellery Creation Pvt Ltd, PNG Jewellers, Waman Hari Pethe Jewellers, Kalamandir Jewellers, Lagu Bandhu, and KRA Jewellers.

The campaign aligns with changing consumer behaviour, where informed decision-making and verification of credentials are becoming standard expectations. IAGES stated that the initiative is intended to encourage buyers to check retailer accreditation before making purchases, particularly during high-volume periods such as Akshaya Tritiya.

For the trade, the accreditation is positioned as a mechanism to build long-term consumer trust and standardize operational practices in a competitive retail environment.