Jos Alukkas has launched the #ExchangeForTheNation campaign to encourage consumers to recycle and exchange idle gold, aligning with efforts to reduce India’s dependence on imported gold. Announced on May 27, 2026, the campaign is being rolled out across the company’s network of more than 60 showrooms in India. The initiative is centred around the message, ‘Wear What You Love. Be India’s Pride’.

The campaign follows the Prime Minister’s call to reduce dependence on imported commodities, including non-essential gold purchases for a year, as part of broader efforts to conserve foreign exchange reserves. Under the campaign, customers exchanging every sovereign of gold will receive an additional Rs 2,000, along with a flat 50% discount on making charges for selected gold jewellery.

Paul Alukkas of Jos Alukkas said, “This is both a show of patriotism and a practical need of the hour. India holds one of the world’s largest gold reserves, rather than relying solely on newly imported gold, we encourage consumers to make better use of the vast gold resources already available within the country by recycling old gold, exchanging unused jewellery, and bringing idle gold back into circulation. Importantly, this also supports India's jewellery industry, sustains livelihoods across the value chain, and ensuring that the cultural and economic value of gold continues to create value within the nation.”

The campaign highlights increasing industry focus on organized gold exchange programmes as jewellers respond to economic and supply-side concerns linked to gold imports.