The Indian Association for Gold Excellence & Standards (IAGES) marked its first anniversary on August 8 at Hotel Sofitel, One BKC, Mumbai, with accredited partners and representatives from India’s gold value chain.

During its first year, IAGES said it has built a network of more than 140 accredited partners across over 750 partner outlets in 235+ cities across India. The network includes GRT, Senco, PNG, Jos Alukkas, WHP, Orient Jewellers, Lagu Bandhu, Pothys, Thangamayil and Jagannath Pednekar, alongside regional and city-based retailers.

The association was conceptualised by the World Gold Council to promote greater trust and accountability in India’s gold-buying ecosystem. Its accreditation framework provides businesses with third-party accreditation and consumers with access to verified gold businesses and jewellers.

“Over the next 3-5 years, we see India’s gold industry at par with the ethics and business practices of some of the world’s most developed gold markets,” said Kaushlendra Sinha, CEO, IAGES.

IAGES also said its #PehlaCheckIAGES consumer campaign has reached more than 50 million consumers through outdoor advertising, metro branding, digital platforms and social media.

The association has also launched an Accredited Partner Directory, enabling consumers to search for verified gold businesses by brand, location or category before purchasing or exchanging gold.