GIVA has introduced the GIVA Exchange Fest, an in-store exchange programme that began on December 1 2025 across all GIVA Exclusive Brand Outlets (EBOs). The initiative enables customers to bring in old jewellery pieces and receive a fixed value of Rs 200 per item in their digital GIVA wallet.

According to GIVA, the programme was developed after observing that many customers own jewellery pieces they no longer use. Anirudh Kudva of GIVA said the initiative aims to make the purchase process more convenient while offering a structured way for customers to derive value from unused pieces. The wallet credit issued through the fest will remain valid for six months under applicable terms.

The credit can be redeemed against any jewellery purchase at GIVA EBOs, covering both silver and gold collections. The company stated that the programme is intended to encourage customers to refresh their jewellery collections and explore new designs available in-store.

The Exchange Fest is positioned as a nationwide activity across the brand’s EBO network, with GIVA highlighting its objective of promoting more considered consumption and facilitating customer engagement with its product offerings. The company noted that the fixed-value exchange model is designed to simplify the process for customers while providing a consistent incentive.

With this launch, GIVA continues its focus on expanding in-store initiatives that support consumer participation, product discovery and repeat engagement within the fine jewellery category.