Kaushlendra Sinha, CEO of IAGES on #PehlaCheckIages

An Exclusive Interview with Mr. Kaushlendra Sinha, CEO of Indian Association for Gold Excellence and Standards ( IAGES ), a Self Regulatory Organisation

In an exclusive interview on #PehlaCheckIages, Kaushlendra Sinha, CEO of the Indian Association for Gold Excellence and Standards (IAGES), shares insights on ensuring gold purity and consumer trust. He unveils initiatives revolutionizing India’s gold market for transparency and excellence.

Can you walk us through the core idea and objectives behind the #PehlaCheckIAGES campaign? What problem in the jewellery industry were you aiming to solve?

Kaushlendra Sinha: At the heart of #PehlaCheckIAGES is a simple belief: buying gold should come with confidence, not confusion. For decades, consumers have relied on perception and legacy to decide where to buy jewellery, without a clear way to verify whether a jeweler truly follows ethical and transparent practices.

This campaign was created to empower consumers by giving them a clear choice to check IAGES accreditation before choosing a retailer. By encouraging consumers to ask the right question first, we are not only building trust but also setting a new benchmark for accountability within the Gold industry.

Over time, this will strengthen consumer confidence and reward jewelers who genuinely uphold high standards.

An IAGES-accredited retailer can be trusted because he has been independently assessed by a neutral third party and verified to follow industry-defined code of conduct covering transparency, ethical conduct, and responsible operations.

How did the campaign originate, and what inspired the ‘#PehlaCheckIAGES’ concept specifically for consumers?

Kaushlendra Sinha: We have always bought gold with emotion and pride. Yet, growing concerns around trust, transparency, and ethical practices have made today’s consumers far more cautious.

Choosing the right jeweler often begins with references, reassurance, and second opinions—because no one wants doubt to overshadow an important purchase.

This very hesitation led to the formation of IAGES, and to amplify this core objective, we launched our first campaign, #PehlaCheckIAGES. The campaign encourages consumers to begin their gold-buying journey with clarity by checking whether the jeweller they choose follows verified and responsible practices.

When that assurance is in place, consumers can move forward with confidence—focusing on the joy and meaning behind the purchase rather than worrying about credibility.

Could you explain how the IAGES accreditation process works step-by-step, from application to certification?

Kaushlendra Sinha: The IAGES accreditation follows a clear, step-by-step process which ensures that every business entity in the gold value chain and their practices are genuinely reviewed.

Step 1: Visit our website www.iages.com and register online

Step 2: Complete the self-assessment

Step 3: Pay and get provisional membership

Step 4: Appoint your IAGES Assessor

Step 5: On site assessment at your premises

Step 6: Assessor submits the final report

Step 7: IAGES reviews and approves

Step 8: Download your accreditation certificate

What tangible guarantees does IAGES accreditation provide to consumers buying jewellery, and how does it benefit jewellers?

Kaushlendra Sinha: An IAGES accreditation creates value for both consumers and jewellers. For jewellers, it strengthens credibility, reinforces responsible business practices, and builds long-term trust with customers, partners, and investors. It also reflects a commitment to transparency and accountability across their operations.

For consumers, choosing an IAGES-accredited retailer means shopping with confidence knowing that the jeweller has sourced and processed the gold ethically and responsibly. IAGES goes beyond product purity to build trust in the entire journey of gold, from the way it is sourced to how it finally reaches the consumer.

What measurable impacts has the #PehlaCheckIAGES campaign had so far?

Kaushlendra Sinha: While the campaign is still in its early phase, we are already seeing encouraging signs of behavioral change among consumers. One of the most visible impacts has been the increase in consumers actively visiting the IAGES website to check the accredited partners directory before making a gold purchase.

This tells us that the idea of “#PehlaCheckIAGES” is beginning to resonate. Consumers are no longer treating trust as an assumption they are taking a conscious step to verify the retailer they choose. For us, that shift in mindset is the most meaningful outcome of this campaign.

We have also seen a significant rise in overall website traffic and engagement, particularly around the accredited partners directory pages. More importantly, consumers are spending time understanding what responsible practices mean, rather than just focusing on price or product.

Seeing #PehlaCheckIAGES translate from a campaign message into an actual consumer action is extremely encouraging. It reinforces our belief that when consumers are given clarity and a simple habit to follow, they are willing to make more informed and confident choices.

Looking ahead, what’s on IAGES’ roadmap for the next 2–3 years?

Kaushlendra Sinha: Over the next few years, IAGES aims to scale accreditation nationwide, deepen consumer awareness of #PehlaCheckIAGES, and strengthen standards across every entities of the gold value chain.

The focus will remain on raising the bar for ethical conduct, transparency, and accountability, so that choosing an IAGES-accredited retailer becomes the natural choice for consumers and a mark of excellence for jewellers.

What’s one key message you’d like every consumer and jeweller to take away?

Kaushlendra Sinha: The message is clear, while a BIS Hallmark checks purity, an IAGES accreditation checks the integrity of the seller and the journey your gold has made to get to you.

For consumers, an IAGES-accredited retailer represents one of the most reliable ways to buy gold with confidence. For jewellers, accreditation is a stamp of responsibility, credibility, and commitment to doing business the right way.

Kaushlendra Sinha’s vision for IAGES through #PehlaCheckIages promises a trustworthy gold ecosystem. By prioritizing standards and verification, IAGES empowers consumers against fraud. This interview highlights a golden future for India’s jewelry industry, blending tradition with modern integrity.

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