PNG Jewellers, announced Swarna Swaraj, a nation-first initiative to mobilise India's vast dormant household gold, reduce the country's dependence on gold imports, and encourage more responsible patterns of gold ownership and consumption across the country.

The initiative is PNG Jewellers' direct and voluntary response to Prime Minister Narendra Modi's appeal to all Indians to exercise restraint in gold purchases, a call the brand has received not as a business, but as an institution with 194 years of shared history with the Indian people.

In those 194 years, PNG Jewellers has stood alongside this nation through the Great Depression, two World Wars, the freedom struggle, Partition, and a global pandemic. The brand's customers are not a consumer base accumulated over a few decades; they are a generational community, built across centuries. That relationship is what Swarna Swaraj draws on.

India is estimated to hold over 25,000 tonnes of privately owned gold, much of it lying dormant in bank lockers, family vaults, and inherited collections. This gold has not lost its value. It has simply stopped moving. Swarna Swaraj is an invitation to let it move again, for the family, and for the nation.

Courtesy : AOJ Desk News