Kalyan Jewellers has launched the ‘Nation First – Gold4India Initiative’, a four-pillar framework aimed at recirculating idle household gold, reducing dependence on imports and encouraging responsible gold consumption. The company aims to reduce gold imports by five tonnes during the current financial year.

The initiative follows Prime Minister Narendra Modi’s appeal for restraint in gold purchases to help conserve the country’s foreign exchange reserves. It seeks to bring unused jewellery and inherited gold holdings back into circulation through organised retail channels.

T S Kalyanaraman, Managing Director, Kalyan Jewellers India Ltd, said a stronger domestic gold recirculation ecosystem could support employment in the jewellery sector and help preserve GST revenues linked to organised trade.

The first pillar involves promoting the exchange of old, unused, broken and outdated jewellery across Kalyan Jewellers showrooms. The second introduces dedicated ‘Encash Gold’ counters to offer purity assessment, transparent valuation and cash disbursal for customers looking to monetise their gold.

The third pillar will use the company’s My Kalyan network of more than 1,100 centres and 4,300 associates to build awareness about gold recirculation at the community level.

The fourth pillar focuses on encouraging wider adoption of 18K gold jewellery as an alternative to higher-purity formats traditionally preferred in India.

Kalyanaraman said the initiative aims to encourage consumers to view gold not only as a long-term household asset but also as a domestic resource that can be recirculated to generate economic value while preserving cultural traditions.