PNG Jewellers has introduced Swarna Swaraj, a nationwide initiative focused on bringing unused household gold back into active circulation while encouraging more conscious gold consumption practices across India.
The programme aims to address India’s heavy reliance on imported bullion by encouraging consumers to exchange dormant jewellery, including old, broken, or inherited pieces, through a structured gold recirculation system. According to the company, a significant portion of the country’s privately held gold remains locked away in homes and vaults without contributing to the active jewellery economy.
Speaking about the initiative, Dr. Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers, emphasised the importance of retaining and reusing gold within the domestic ecosystem. He described the movement as a collective effort towards strengthening India’s long-term economic and resource sustainability.
As part of the rollout, dedicated Gold Recirculation Counters will be set up across PNG Jewellers showrooms and franchise outlets. The collected gold will be refined and reintroduced into the domestic market, creating a more circular approach to gold usage. Customers participating in the initiative will also receive a commemorative Swarna Swaraj Certificate.
The company is also expanding its focus on lower-karat jewellery categories. Its bridal and festive collections will increasingly feature 18-karat jewellery, while the Litestyle by PNG line will continue promoting lightweight 14-karat and 9-karat pieces designed for everyday wear.
Beyond retail, the initiative includes outreach programmes within local communities, housing societies, women’s groups and cultural organisations to encourage conversations around responsible ownership and the reuse of gold assets.
PNG Jewellers further stated that it plans to engage with policymakers and industry stakeholders to support reforms that strengthen domestic gold recirculation and help reduce pressures linked to bullion imports and informal trade channels.
