Jos Alukkas has launched #ExchangeForTheNation, a campaign encouraging customers to recycle their idle gold to help reduce dependence on imports and keep the country’s gold in India.

The campaign comes amid the Prime Minister’s call for reduced dependence on imported commodities including non-essential gold purchases for a year as part of a broader effort to conserve foreign exchange reserves.

The #ExchangeForTheNation campaign, built around the message ‘Wear What You Love. Be India’s Pride’, extends across all 60+ Jos Alukkas showrooms.

The campaign has special offers for customers. On exchange of every sovereign, consumers can get ₹2000 more and flat 50 per cent discount on making charges for selected gold jewellery.

Paul Alukkas, Managing Director, Jos Alukkas, said “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”.

Published on May 27, 2026