The Indian Association of Gold Excellence and Standards (IAGES) expanded its nationwide consumer awareness campaign, “Before You Buy Gold, #PehlaCheckIAGES,” during the Akshaya Tritiya 2026 buying season, with a focus on promoting verification-led gold purchases and accredited jewellery businesses.

IAGES, a self-regulatory organisation established by the gold industry, said the initiative aims to encourage consumers to verify jewellers’ credentials before making purchases. The accreditation framework covers sourcing, compliance, transparency and operational practices across the gold value chain. The campaign gained momentum during Akshaya Tritiya 2026, a key annual gold-buying occasion in India. According to IAGES, the initiative was designed to support both consumers and the jewellery trade ecosystem during the peak demand period.

Through on-ground and digital outreach, the campaign encouraged buyers to prioritise trust and transparency while selecting jewellery retailers. IAGES stated that consumers increasingly focused on verifying the credibility of jewellers in addition to evaluating products. “The ‘Before you buy gold, #PehlaCheckIAGES’ campaign is rooted in a simple but critical shift encouraging consumers to make verification the starting point of their gold-buying journey. Akshaya Trithiya 2026 becomes the first year we saw an evolved, informed mindset among gold buyers as well as gold businesses. By driving preference toward accredited jewellers, we not only empower consumers but also recognise and strengthen businesses that uphold the highest standards of integrity,” said Kaushlendra Sinha, CEO, IAGES.

For the trade, the campaign positioned accreditation as a point of differentiation in a competitive retail market. IAGES said accredited retailers benefited from stronger visibility and enhanced consumer confidence during the festive buying season. The organization currently has more than 100 accredited partners and over 550 partner outlets across India listed on its official website.

The campaign covered metro cities and key jewellery markets through print advertising, OTT platforms, social media, influencer-led content, cinema advertising, out-of-home media and metro train branding. IAGES said the outreach strategy was intended to increase consumer awareness across different regions and demographics.