Tanishq, India’s most trusted jewellery brand from the House of Tata, has extended its nationwide Gold Exchange Initiative, supported by Sachin Tendulkar, with the launch of two new festive offers designed to make gold exchange and smart gold buying easier for Indian families.

Building on its first-ever 0% deduction on gold exchange across all karatages, Tanishq has introduced:

• Best Gold Rate (BGR) on Advance Buying
• Gold-for-Diamond Exchange

These additions give customers more ways to unlock the value of their existing gold and plan jewellery purchases with greater clarity, while contributing to reduced dependence on gold imports.
Indian households hold an estimated 25,000 tonnes of gold, while nearly 99 percent of India’s gold requirement is met through imports. Through its Gold Exchange Programme, Tanishq encourages families to bring idle gold back into circulation by exchanging it for new jewellery.

Under the Best Gold Rate (BGR) offer, customers can book jewellery in advance and freeze the gold rate. At the time of billing, they will be charged the lower of the frozen rate or the prevailing market rate. The offer is valid for advance bookings made between 24th January and 25th February 2026, with billing to be completed by 25th February 2026. Mia Products purchased with Tanishq products in Tanishq stores are eligible for this offer.

Tanishq has also introduced the option for customers to exchange their old gold for diamond jewellery. This allows families to convert legacy gold into contemporary diamond designs, based on current preferences.

Sachin Tendulkar added, “Gold has always been part of important moments in Indian families. Tanishq’s Gold Exchange gives people a clear and trusted way to renew their jewellery. These new offers help families plan better, upgrade their jewellery, and also play a role in lowering India’s reliance on gold imports.”

Over 30 lakh Indians have taken part in Tanishq’s Gold Exchange Programme, recycling nearly 1.7 lakh kilos of gold. Close to 40 percent of Tanishq’s business now comes from exchange, making it one of the largest organised gold recycling efforts in the country.

With these new offers, Tanishq continues to lead large-scale gold exchange and advance buying programmes, giving customers greater choice while supporting India’s goal of reduced import dependence.