Tanishq Digital Gold has tied up with Digital Gold India Pvt. Ltd to allow consumers to exchange, buy or sell physical gold through the latter’s SafeGold platform.

Digital gold is a tool which allows consumers to invest in the yellow metal in its digital form.

According to Tanishq, young customers are keen to buy gold as part of their investment portfolio and to build a sizeable asset class for redemption in the future. Sometimes it could be to save, sometimes it is for a future conversion to jewellery.

Tanishq is the first large jewellery retailer in India to offer digital gold to shoppers.

Since the product was launched in late April, nearly 70% of the 1,000-2,000 customers who have been registering on the platform every month were first-time shoppers of the brand.