The Indian Association for Gold Excellence and Standards (IAGES) has launched a nationwide consumer-awareness campaign titled #PehlaCheckIAGES, aimed at encouraging gold buyers to verify a retailer’s IAGES accreditation before making a purchase.

Announced in Mumbai on December 4 2025, the initiative seeks to reinforce ethical conduct and transparency across the gold supply chain. IAGES, a Self-Regulatory Organisation established by stakeholders in the Indian gold industry, operates an accreditation framework covering refining, bullion trading, manufacturing, assaying and hallmarking, retailing and digital gold retailing.

The organisation states that its objectives include enhancing credibility, ensuring compliance and supporting market development across the sector. The new campaign directs consumers to check accreditation details through the IAGES partner directory, website or toll-free helpline.

Kaushlendra Sinha of IAGES said “#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.”

For gold businesses, IAGES accreditation signals adherence to verified operational standards and responsible practices. Several Maharashtra-based retailers—including Waman Hari Pethe, Anmol Jewellers, Antara Gold & Diamonds, and Om Jewellers — are among the first to receive accreditation, with additional applications underway from other regions.

The roll-out of #PehlaCheckIAGES is expected to support consumer confidence and strengthen compliance benchmarks for retailers and manufacturers operating in India’s gold market.