PNG Jewellers has launched \u2018Swarna Swaraj\u2019, a nationwide initiative aimed at mobilising dormant household gold, reducing India\u2019s dependence on gold imports, and encouraging more responsible gold consumption patterns.
\nThe initiative has been positioned as the company\u2019s response to Hon\u2019ble Prime Minister Shri Narendra Modi\u2019s recent appeal urging citizens to exercise restraint in gold purchases. PNG Jewellers said it viewed the appeal \u201cnot as a business, but as an institution with 194 years of shared history with the Indian people.\u201d
\nThe company noted that India is estimated to hold more than 25,000 tonnes of privately owned gold, much of it lying unused in lockers, vaults, and inherited collections. Through Swarna Swaraj, PNG Jewellers aims to bring this idle gold back into circulation within the domestic jewellery ecosystem.
\nDr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, said, \u201cIndia’s gold should circulate within India. That is the simplest and most powerful thing we can do together.\u201d
\nAs part of the programme, PNG Jewellers will establish dedicated Gold Recirculation Counters across its showrooms and franchise outlets, allowing customers to exchange old, unused, broken, or inherited jewellery. The recirculated gold will be refined and reintroduced into the domestic market, reducing reliance on imported bullion. Participants will receive a commemorative Swarna Swaraj Certificate.
\nThe initiative also seeks to promote lower-karat jewellery. PNG Jewellers said it would expand its 18-karat collections for bridal and festive purchases, while its Litestyle by PNG brand will focus on lightweight jewellery in 14-karat and 9-karat formats for everyday wear.
\nIn addition, the company plans to conduct community-level outreach programmes through housing societies, Ganesh mandals, women\u2019s groups, and self-help organisations to encourage conversations around responsible gold ownership and recirculation.
\nPNG Jewellers also said it would engage with industry bodies and policymakers to advocate reforms that support domestic gold recirculation and reduce grey market pressures linked to higher import duties.<\/p>\n","protected":false},"excerpt":{"rendered":"
PNG Jewellers has launched \u2018Swarna Swaraj\u2019, a nationwide initiative aimed at mobilising dormant household gold, reducing India\u2019s dependence on gold imports, and encouraging more responsible gold consumption patterns. The initiative has been positioned as the company\u2019s response to Hon\u2019ble Prime Minister Shri Narendra Modi\u2019s recent appeal urging citizens to exercise restraint in gold purchases. PNG…<\/p>\n","protected":false},"author":1,"featured_media":36369,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-36366","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"\n