Tanishq Expands Gold Exchange Initiative with Festive Offers to Enable Smarter Gold Buying

India, February 2026: Tanishq, India’s most trusted jewellery brand from the House of Tata, has strengthened its nationwide Gold Exchange Initiative with the launch of two new festive offers aimed at making gold exchange and planned jewellery buying simpler and more rewarding for Indian families. Supported by brand ambassador Sachin Tendulkar, the initiative continues to encourage the responsible reuse of gold while offering customers greater transparency and value.

Building on its first-ever 0% deduction on gold exchange across all karatages, Tanishq has now introduced two additional options—Best Gold Rate (BGR) on Advance Buying and Gold-for-Diamond Exchange. Together, these offers give customers more flexibility to unlock the value of their existing gold, plan purchases with confidence, and upgrade their jewellery in line with evolving tastes, while also contributing to reduced dependence on gold imports.

Indian households are estimated to hold nearly 25,000 tonnes of gold, even as about 99 percent of the country’s gold requirement is met through imports. Through its Gold Exchange Programme, Tanishq encourages families to bring idle gold back into circulation by exchanging it for new jewellery, supporting a more sustainable and organised gold ecosystem.

Under the Best Gold Rate (BGR) offer, customers can book jewellery in advance and freeze the gold rate. At the time of billing, they will be charged the lower of the frozen rate or the prevailing market rate, offering protection against price fluctuations. The offer is valid for advance bookings made between 24 January and 25 February 2026, with billing to be completed by 25 February 2026. Mia products purchased along with Tanishq jewellery at Tanishq stores are also eligible under this scheme.

In addition, the Gold-for-Diamond Exchange option allows customers to exchange their old gold for diamond jewellery, enabling families to transform legacy gold into contemporary diamond designs that align with current preferences.

Commenting on the initiative, Sachin Tendulkar said, “Gold has always been part of important moments in Indian families. Tanishq’s Gold Exchange gives people a clear and trusted way to renew their jewellery. These new offers help families plan better, upgrade their jewellery, and also play a role in lowering India’s reliance on gold imports.”

To date, over 30 lakh Indians have participated in Tanishq’s Gold Exchange Programme, recycling nearly 1.7 lakh kilos of gold. Today, close to 40 percent of Tanishq’s business comes from exchange, making it one of the largest organised gold recycling efforts in the country.

With the launch of these new festive offers, Tanishq continues to lead large-scale gold exchange and advance buying programmes, delivering greater choice and clarity to customers while supporting India’s broader goal of reduced import dependence.

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