Tanishq, Joyalukkas mine India's idle gold with emotional trade-in campaigns
Jewellery brands are running sentiment-led campaigns to unlock idle household gold via exchange counters. Tanishq collected 11,000 kgs over nine months; Joyalukkas saw daily old-gold intake triple to 8 kgs since July. Trade-ins now drive 43-55% of sales, tapping an estimated 30,000 tonnes of dormant household gold.
Indian jewellery brands Tanishq and Joyalukkas are running aggressive emotional campaigns to acquire idle household gold via exchange counters, with Tanishq collecting 11,000 kgs over nine months and Joyalukkas seeing daily intake triple since July.
Why this matters
Alongside its US market push into New Jersey and Chicago, Tanishq is deepening domestic reach by tapping dormant household gold through sentiment-led trade-in programs.
Retail-brand signals accelerating at +319800% QoQ.