Pune: Amid Prime Minister Narendra Modi’s nationwide appeal to citizens to temporarily reduce gold purchases, PNG Jewellers has announced the launch of Swarna Swaraj, a new initiative focused on mobilising dormant household gold and encouraging responsible gold consumption in India.
The campaign aims to bring unused, broken, inherited or idle gold jewellery held by families back into the formal domestic supply chain. According to PNG Jewellers, the initiative is designed to reduce India’s dependence on imported gold while promoting greater circulation of existing gold within the country.
Speaking on the initiative, Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, expressed support for the Prime Minister’s appeal and said the brand was responding to the national call with a sense of responsibility.
“We are responding to the nation’s call not merely as a retailer, but as an institution,” he said.
Gadgil added that for over 194 years, PNG Jewellers has held a place of trust in Indian households, being part of weddings, celebrations and important family milestones. He said this long-standing consumer trust must now be channelled towards a larger national objective.
“India’s gold should circulate within India. That is the simplest and most powerful thing we can do together,” he said.
As part of the Swarna Swaraj programme, PNG Jewellers plans to set up dedicated Gold Recirculation Counters across its showrooms and franchise outlets. Customers will be encouraged to bring unused, broken or inherited jewellery for on-site assessment. The collected gold will then be refined and reintroduced into the domestic jewellery supply chain.
The initiative also places focus on promoting lower-caratage jewellery formats, including 18Kt jewellery for bridal and festive purchases. In addition, PNG Jewellers will expand its 14Kt and 9Kt lightweight collections through Litestyle by PNG.
According to the company, these categories require lower quantities of pure gold and are aligned with changing consumer preferences for lightweight, modern and daily wear jewellery.
With Swarna Swaraj, PNG Jewellers is positioning gold recirculation not only as a business response but also as a national economic responsibility. The initiative comes at a time when the jewellery industry is closely watching how consumers, retailers and policymakers respond to rising gold prices, import dependence and the need to unlock India’s vast reserves of household gold.
