Before You Buy Gold, Follow the Golden Rule: #PehlaCheckIAGES
Titled #PehlaCheckIAGES, this landmark initiative spreads awareness among India’s gold buyers on how making a jewellery purchase only from IAGES-accredited retailers will assure them of ethical business practises, transparency and authenticity across the entire gold value chain
December 03, 2025 - The Indian Association for Gold Excellence and Standards (IAGES), a Self-Regulatory Organisation established by and for the Indian gold industry, has unveiled an exciting new campaign #PehlaCheckIAGES to elevate gold industry standards across the country.
The IAGES framework of accreditation was formed with a vision to set the highest standards of integrity and excellence across the entire gold value chain, which includes refining, bullion trading, manufacturing, assaying and hallmarking, retailing to digital gold retailing. Among the key objectives of the organisation are to build credibility, compliance and trust, while also enabling capacity and market development across the sector.
With millions of Indians purchasing gold during milestone celebrations and festivals, the IAGES campaign seeks to reshape consumer behaviour. It encourages buyers to ‘#PehlaCheckIAGES’ through the organisation’s accredited partner directory, website, or toll-free helpline before making any gold purchase.
“#PehlaCheckIAGES gives consumers a choice to make a gold purchase with their eyes closed at an accredited jeweller! We are grateful to partners who have taken the first step to become IAGES accredited. While the current list of accredited partners is on our website, I am happy that many more retailers from across the country are joining. My message to Gold buyers is clear – BIS Hallmark gives you confidence of metal purity, while IAGES gives you confidence on integrity and ethical practices of the seller,” says Kaushlendra Sinha, CEO of IAGES.
For gold jewellers and businesses, an IAGES accreditation reflects verified practises, ethical conduct, operational excellence and consumer trust, while for consumers, it provides assurance, transparency, and confidence in every gold purchase. Maharashtra-based jewellers including Waman Hari Pethe, Anmol Jewellers, Antara Gold & Diamonds, and Om Jewellers are among the first in the country to obtain the IAGES accreditation, with many others across India now following suit.
This consumer centric initiative by IAGES encourages consumers to follow the golden rule before every jewellery purchase to #PehlaCheckIAGES. Explore more about the initiative at www.iages.com or by connecting at 1800 309 2424.
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