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Tanishq bets big on gold exchange program

Tanishq is betting on gold exchange program to win consumers amid gold price volatility As compared to the previous year, the brand has witnessed an 8 per cent jump in the average ticket price of gold jewellery exchange.

Ajoy Chawla, CEO - jewellery division, Titan said that at present jewellery exchange contributes to 40 per cent of its sales and this fiscal, the brand is eyeing to take it to 45 per cent.

"Gold exchange policy helps us in acquiring new customers along with bringing back the old customers. Till now, we have exchanged 100,000 kg of gold from around 2 million customers," he explained.

Geographically, consumers from states like Bihar, UP and Delhi are still reluctant about exchanging gold, however, consumers from Maharashtra, West Bengal and South India are habituated to that.


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