"Since the Prime Minister’s appeal, awareness regarding gold recycling and exchange has increased significantly, with the industry witnessing a steady rise in old gold collection through jewellers, refiners and exchange programmes. While volumes vary across regions, several hundred tonnes of old gold are recycled annually in India, and the trend has strengthened further due to increasing consumer awareness and trust in organised processes. He added, “Gold recycling is not just an economic opportunity, but also a sustainability initiative. Every gram of gold recycled reduces the need for fresh mining and imports while preserving value within the Indian economy."

"Natural diamonds have always anchored life’s rarest moments and this Father’s Day we are celebrating the second piercing as a pivotal milestone of a daughter's independence. By partnering with Pankaj Tripathi and Aashi, we are celebrating a bond built on authenticity and rarity. We are also excited to extend this narrative through interactive activations in over 50 stores across India, allowing families to engage with the campaign, discover natural diamond jewellery firsthand, and take back a cherished memory of their own."