Swarna Adarsh Abhiyaan is an Indian gold industry initiative based on the Retail Gold Investment Principles by the World Gold Council to introduce best practices and operational guidance to the industry providers. The initiative has been kicked off with the help of various leaders of the Indian gold industry led by the World God Council to improve trust amongst gold consumers with the help of the Code of Conduct for various business types.

The Swarna Adarsh Abhiyaan has been developed on the basis of the guiding principles of the Retail Gold Investment Principles and these form the base of the Code of Conduct .

The Indian gold industry can only flourish by the industry coming together and operating in a structured well-guided manner. The Code of Conduct are important to foster greater confidence and trust amongst gold buyers and investors. The adoption and implementation of the Code of Conduct should also lead to higher demand and diversity helping to grow the market and benefit the overall Indian gold industry.

The Swarna Adarsh Abhiyaan has been developed by the World Gold Council along with the key members of the Indian gold Industry. Read more here

Code of Conduct is aimed at providing high-level operational guidance for various types of businesses. The Code of Conduct includes sound practices, additional best practices and ideal implementation guidance.

The Code of Conduct has been developed carefully by closed industry working groups for each business type. These working groups include industry representatives from respective businesses and the World Gold Council, who understand the challenges and gaps to come up with the Code of Conduct. These are based on the Retail Gold Investment Principles by the World Gold Council.

The adoption of the Code of Conduct by providers of the gold industry will bring greater transparency leading to confidence and trust amongst the gold consumers. This will help the gold industry grow and flourish.

The Swarna Adarsh Abhiyaan can only be a success when the whole Indian gold industry adopts the Code of Conduct and starts operating in a structured way. You can participate in the Abhiyaan by signing up and entering your details in the intent form on the site. To share your details, click here