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The Indian Association for Gold Excellence & Standards (IAGES) has completed its first year of operations, marking a milestone in its mission to make gold buying in India more transparent, accountable and trustworthy. As a Self-Regulatory Organisation created for the gold industry, IAGES has introduced a stringent Code of Conduct aimed at encouraging ethical practices across the gold value chain.
Within a year, IAGES has developed a network of 140+ accredited partners operating across 750+ stores in 235+ cities. The network covers refiners, bullion traders, manufacturers, wholesalers, assaying and hallmarking centres, retailers and digital gold retailers, providing consumers with access to verified businesses.
According to Kaushlendra Sinha, CEO, IAGES, the organisation was conceptualized by the World Gold Council in 2024 to help transform consumer perceptions of gold buying from distrust and uncertainty towards greater confidence in the ecosystem. IAGES aims to help Indian gold businesses adopt standards comparable with leading developed gold markets over the next three to five years.
Consumer awareness has remained a key focus during the year. Through its ‘Before you exchange or buy gold, #PehlaCheckIAGES’ campaign, IAGES has reached more than 50 million consumers through outdoor advertising, metro branding, digital platforms and social media.
The organisation also launched its Accredited Partner Directory, enabling consumers to search for verified gold businesses based on brand, location and category. The directory features established names such as GRT, Senco, PNG, Jos Alukkas, WHP, Orient Jewellers, Lagu Bandhu, Pothys, Thangamayil and Jagannath Pednekar, alongside regional retailers.
IAGES marked its first anniversary at its Annual Meet 2026 in Mumbai, bringing together partners and stakeholders from across the gold value chain. Entering its second year, IAGES plans to further expand its accredited network and strengthen consumer awareness nationwide.