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IAGES Strengthens Trust in Gold Buying with Growing Accredited Partner Network, Expands to more than 700 Outlets Across India

Abhishek Singh — Mon, 13 Jul 2026 11:19:13 +0000

The Indian Association for Gold Excellence and Standards (IAGES) has announced that its Accredited Partner Directory, launched in November 2025, has continued to expand, bringing together more than 700 accredited outlets across over 200 cities. The digital platform is designed to help consumers identify verified and trusted gold businesses before buying, selling or exchanging gold.

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An IAGES verified business follows a stringent code of conduct that mandates accountability, responsibility and ethical conduct across its entire value chain. IAGES’ Accredited Partner Directory offers consumers trust, confidence and peace of mind, allowing them to explore and choose these verified, third-party assessed gold jewellers nearest to them either by brand name, location, or category.

Platform Promotes Trust and Transparency

According to IAGES, every accredited partner listed on the directory is assessed against a strict code of conduct that emphasizes ethical business practices, accountability and responsible operations throughout the value chain.

The organization says the accreditation process is intended to provide consumers with greater confidence when selecting businesses for gold purchases or exchanges.

Directory Covers Multiple Gold Industry Segments

The Accredited Partner Directory includes businesses from across the gold ecosystem, ranging from large national jewellery chains to regional and local retailers.

In addition to gold jewellers, the platform also features accredited gold refiners, bullion traders, manufacturers, assaying and hallmarking centres, and digital gold retailers, offering consumers access to a broad network of verified industry participants.

Industry Participation Continues to Grow

Commenting on the initiative, Kaushlendra Sinha, Chief Executive Officer of IAGES, said the “The growing list of partners in the IAGES Accredited Partner Directory reflects the gold industry’s readiness to adopt transparent and compliant business practices, building consumer confidence and trust while slowly formalising the gold ecosystem in India. We invite all gold businesses to come forward and join the movement to transform India’s gold industry, one accreditation at a time!”.

Consumer Awareness Campaign Reaches Millions

To encourage consumers to verify businesses before purchasing or exchanging gold, IAGES is running its “Before you exchange or buy gold #PehlaCheckIAGES” awareness campaign.

According to the association, the campaign has reached more than 50 million consumers through both digital and offline channels. IAGES also noted that traffic to its website has increased as consumers use the directory to verify accredited gold businesses.

Focus on Formalising India’s Gold Market

Sumeet Deoda, Vice President – Marketing and Communication at IAGES, said the positive response from consumers and industry participants reflects strong demand for a trusted verification platform.

He added that expanding the directory is an important step toward encouraging informed gold-buying decisions and supporting the long-term formalisation of India’s gold sector.

The Accredited Partner Directory can be viewed on:
https://www.iages.com/accredited-partners

To know more, visit www.iages.com or call the toll-free number connecting at 1800 309 2424.

Frequently Asked Questions (FAQs)

1. What is the IAGES Accredited Partner Directory?

The IAGES Accredited Partner Directory is an online platform that helps consumers find verified and accredited gold businesses, including jewellers, refiners, bullion traders, manufacturers and hallmarking centres across India.

2. How many businesses are listed in the IAGES directory?

According to IAGES, the directory currently includes more than 700 accredited partner outlets spread across over 200 cities in India.

3. What types of businesses are included in the directory?

The platform lists accredited gold jewellers, gold refiners, bullion traders, jewellery manufacturers, assaying and hallmarking centres, as well as digital gold retailers.

4. How can consumers search for accredited gold businesses?

Consumers can search the directory by brand name, location or business category, making it easier to identify verified businesses before buying or exchanging gold.

5. What is the purpose of the ‘#PehlaCheckIAGES’ campaign?

The campaign encourages consumers to verify a gold business through the IAGES Accredited Partner Directory before making a purchase or exchange, promoting greater trust and informed decision-making in the gold market.

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Akshaya Tritiya 2026: Before You Buy Gold on This Akshaya Tritiya, Follow this mantra by IAGES

Abhishek Singh — Tue, 14 Apr 2026 13:54:14 +0000

Akshaya Tritiya is more than just a date on the calendar for Indians; it is a symbol of eternal prosperity and auspicious new beginnings. As families across the country prepare to invest in gold this year, the focus has shifted from mere aesthetics to trust, transparency, and ethical sourcing.

To ensure your investment is secure, the industry is rallying behind a single lifelong mantra: Before you buy gold, #PehlaCheckIAGES.

Why Your Choice of Jeweller Matters

While buying gold is a deeply personal experience, it often comes with hidden anxieties. Is the gold responsibly sourced? Is the pricing transparent? Is the retailer following ethical standards? In today’s market, evolved consumers demand more than just a hallmarked piece of jewelry; they demand an accountable ecosystem. This is where IAGES (Indian Association of Gold Excellence and Standards) steps in.

What is IAGES and Why Does it Matter?

The Indian Association of Gold Excellence and Standards (IAGES) is a Self-Regulatory Organisation (SRO) designed to standardize credibility across the entire gold value chain.

An IAGES accreditation is not just a certificate; it is a badge of honor. A retailer earns this accreditation only after:

Third-Party Assessment: Evaluation by a neutral party on sourcing and operations.
Stringent Ethics: Verification of fair customer dealings and transparent pricing.
Accountability: Adherence to a strict industry Code of Conduct.

For the consumer, an IAGES-accredited logo at a showroom translates to peace of mind.

A Growing Nationwide Network of Trusted Jewellers

In a short span, the IAGES network has expanded to over 550+ accredited partner outlets across India. Leading names in the industry have already aligned with these global standards of transparency.

Where to Shop This Akshaya Tritiya

North India: Hazoorilal Jewellers, Bawa Jewellers, Talla Jewellers, Gandaram and Sons.
South India: GRT Jewellers, Jos Alukkas, Nikhaar Jewels, Pothys Swarna Mahal.
West India: PNG Jewellers, Waman Hari Pethe, Kalamandir Jewellers, Lagu Bandhu, KRA Jewellers.
East India: Senco Gold & Diamonds, Orient Jewellers, Indian Gem & Jewellery Creation.

Make an Informed Choice This Festive Season

This Akshaya Tritiya, move beyond impulse buying. Whether you are purchasing heavy bridal sets or small gold coins, ensure your retailer is part of India’s journey toward a unified, ethical gold ecosystem.

Before you finalize your purchase, take the lead. Look for the accreditation, ask the right questions, and remember: #PehlaCheckIAGES.

Quick Tips for Gold Buyers

Verify Accreditation: Look for the IAGES badge at the retail outlet.
Check Hallmarking: Always ensure the gold is BIS Hallmarked.
Demand Transparency: Ask for a detailed break-up of making charges and stone weights.

FAQ’s

1. What is the significance of #PehlaCheckIAGES for gold buyers?
#PehlaCheckIAGES is an awareness initiative encouraging consumers to verify whether their jeweller is IAGES-accredited before purchasing gold. It ensures that buyers choose trusted retailers who follow ethical sourcing, transparent pricing, and standardized industry practices, reducing the risk of fraud or misleading transactions.

2. Why is trust and transparency important while buying gold?
Gold is a high-value investment, and buyers seek assurance regarding purity, pricing, and sourcing. Transparency in billing and ethical practices ensures that customers receive genuine products without hidden costs, building long-term confidence in both the jeweller and the overall market ecosystem.

3. What is IAGES and how does it help consumers?
IAGES (Indian Association of Gold Excellence and Standards) is a self-regulatory body that certifies jewellers based on strict guidelines. It evaluates sourcing practices, operational standards, and customer dealings, helping consumers identify reliable retailers who adhere to high ethical and professional benchmarks.

4. How can consumers verify if a jeweller is trustworthy?
Consumers should check for IAGES accreditation, ensure BIS hallmarking on gold, and ask for a detailed bill that includes making charges and weight details. These steps help confirm authenticity, prevent overpricing, and ensure that the purchase meets quality and regulatory standards.

5. What should buyers keep in mind this Akshaya Tritiya?
Instead of impulse buying, consumers should make informed decisions by choosing certified jewellers, verifying product authenticity, and understanding pricing structures. Following the #PehlaCheckIAGES approach can help buyers enjoy a secure, transparent, and stress-free gold purchasing experience during the festive season.