GIVA has brought back its jewellery exchange initiative, expanding the programme to more than 350 exclusive stores across the country. Running from June 12 to July 12, 2026, the campaign aims to give customers a simple way to trade in jewellery they no longer use and receive benefits on new purchases.
As part of the month-long drive, shoppers can exchange old jewellery pieces and receive a voucher worth ₹500 for each item submitted. These vouchers can be redeemed on purchases from GIVA’s silver and gold jewellery collections, with additional savings available on select products.
To promote the initiative, the brand has rolled out a digital campaign featuring brand ambassador Kriti Sanon. The film focuses on the ease of the exchange process while encouraging consumers to transform unused jewellery into value that can be applied towards new designs.
Building on the momentum of last year’s programme, GIVA has significantly increased the exchange value per piece from ₹200 to ₹500. The previous edition saw strong participation from customers across metro, tier 1 and tier 2 cities, prompting the brand to scale up the initiative and extend it to a larger retail network.
According to Anirudh Kudva, Chief Revenue Officer at GIVA, the positive response to the earlier exchange drive demonstrated a growing consumer appetite for practical, value-driven shopping experiences. This year’s enhanced offering reflects the brand’s confidence in the concept and its commitment to delivering greater benefits to customers.
Beyond the shopping incentives, the programme also highlights the importance of giving unused jewellery a second life, encouraging more mindful consumption while helping customers refresh their jewellery wardrobes.
