Kalyan Jewellers has unveiled the “Nation First – Gold4India Initiative”, a four-pillar framework aimed at activating dormant household gold, reducing import dependence, and promoting responsible gold consumption. The company said the initiative is expected to help reduce gold imports by 5 tonnes during the financial year.

The four pillars of the initiative are Old Gold Exchange Promotion, Encash Gold counters, the My Kalyan Gold Recirculation Drive, and wider adoption of 18-karat jewellery.

T.S. Kalyanaraman, Managing Director, Kalyan Jewellers India Ltd., said, “The ‘Nation First – Gold4India Initiative’ is far beyond just a promotional campaign. The initiative will strive to spark a behavioural shift in consumers, from viewing gold solely as a static asset preserved indefinitely, to recognising it as a renewable domestic resource capable of continuously generating economic value within the country.”