IAGES launches #PehlaCheckIAGES campaign to guide responsible gold buying

The Indian Association for Gold Excellence and Standards (IAGES) has launched its new campaign titled #PehlaCheckIAGES, designed to raise awareness among gold buyers across India about the importance of purchasing jewellery only from IAGES-accredited retailers. The initiative highlights how accreditation assures ethical business practices, transparency and authenticity across the gold value chain.

IAGES is a self-regulatory organisation created by stakeholders within the Indian gold industry to strengthen integrity and standards across refining, bullion trading, manufacturing, assaying and hallmarking, retail and digital gold retailing. The accreditation framework was established with the intention of building credibility, improving compliance and promoting trust among both businesses and consumers. It also aims to support capacity building and broader market development across the sector.

With gold purchases playing a major role in milestone celebrations and festivals, the campaign encourages consumers to conduct a simple check through the IAGES accredited partner directory, website or toll-free helpline before making any purchase. The organisation expects this behaviour change to increase consumer confidence and encourage more retailers to seek accreditation.

Kaushlendra Sinha, CEO of IAGES, said: “#PehlaCheckIAGES gives consumers a choice to make a gold purchase with their eyes closed at an accredited jeweller! We are grateful to partners who have taken the first step to become IAGES accredited. While the current list of accredited partners is on our website, I am happy that many more retailers from across the country are joining. My message to gold buyers is clear – BIS Hallmark gives you confidence of metal purity, while IAGES gives you confidence on integrity and ethical practices of the seller.”

For jewellers and gold businesses, IAGES accreditation signals adherence to ethical conduct and operational excellence, while reinforcing credibility with customers. For consumers, accreditation offers a layer of assurance and transparency at a time when expectations are evolving and the need for trust in high-value transactions remains critical.

The #PehlaCheckIAGES initiative positions accreditation as a key step in responsible gold buying, advocating a standardised approach that benefits both the industry and end consumers.