Tanishq has marked the Indian women’s cricket team’s ICC Women’s Cricket World Cup victory by presenting each player with a ring made from gold exchanged by customers across India.

The initiative is linked to the brand’s Gold Exchange programme, which allows consumers to exchange old gold purchased from any jeweller. According to the company, the programme has facilitated the exchange of over 1.8 lakh kilograms of gold from approximately 32 lakh customers nationwide to date.

The rings presented to the players were crafted using gold collected through this exchange network, positioning the initiative as a collective nationwide participation rather than a brand-exclusive sourcing effort. Tanishq stated that contributions came from families across different regions of the country.

Recently, the company introduced a policy of zero percent deduction on exchanged gold across all karat categories. The move was intended to simplify the exchange process and expand access for customers across markets, including smaller cities.

Ajoy Chawla of Titan Company Limited, said that the team’s World Cup victory represents a milestone achievement. He stated that the rings were designed to recognise the team’s effort, with each piece reflecting contributions from households nationwide.

Tanishq added that the initiative was meant to acknowledge the players while symbolically linking the achievement to public participation through gold exchange. The company positioned the programme as part of its ongoing engagement with customers and its broader national footprint in the organised jewellery retail sector.