Tanishq, Kalyan, Malabar scale gold-exchange programmes as recycling surges at Rs 1.60 lakh prices
Idle locker gold is flowing back to market as bullion hits Rs 1.60 lakh. Tanishq, Kalyan Jewellers, Malabar, Muthoot Exim and MMTC-PAMP are expanding exchange counters with XRF and karat-meter purity testing, betting transparent pricing will convert household stockpiles into fresh sales amid a 15% duty hike.
Gold recycling is gaining momentum in India as soaring bullion prices push consumers to exchange idle jewellery. Tanishq, Kalyan, Malabar, Muthoot Exim and MMTC-PAMP are expanding exchange programmes, leveraging XRF/karat-meter purity testing and transparent pricing.
Why this matters
After Tanishq's high-visibility Kundan Stories holo-projection in Bandra signalled brand-experience push, the chain is now doubling down on operational depth via exchange infrastructure to capture price-driven recycling demand.
Retail-brand activity steady at 290 signals in 90 days, with category leaders pivoting to operational scaling.