The Indian Association for Gold Excellence and Standards (IAGES) has launched a new consumer-facing campaign titled #PehlaCheckIAGES, aiming to transform gold-buying behaviour in India by prioritizing credibility and ethical sourcing. The initiative urges buyers to verify whether a jeweller is IAGES-accredited before making a purchase, positioning this step as essential as checking purity or hallmarking.

Created as a self-regulatory body for the gold ecosystem, IAGES plays a key role in standardising processes across refining, bullion trading, hallmarking, assaying, retail and digital commerce. Its accreditation acts as a trust seal, signalling accountability and verified adherence to ethical business practices.

The campaign has been strategically rolled out during a peak buying period-festivals, weddings and milestone celebrations-when demand for gold significantly rises. Through the use of digital channels, awareness messages and a simplified verification process via directory, website or toll-free support, the initiative makes compliance-checking accessible to all buyers.

Kaushlendra Sinha, CEO of IAGES, highlights the core message: BIS Hallmark builds trust in purity, while IAGES ensures transparency, ethics and integrity of the seller.

With this campaign, IAGES positions responsible gold buying as a shared responsibility between industry and consumer. The call-to-action remains simple yet powerful: Before the purchase, verify the jeweller. The #PehlaCheckIAGES movement reinforces a future where transparency is not optional-but the first step in every gold purchase.