Tanishq, India's leading jeweller, today announced an exciting new initiative to commemorate the Tata Group's 'Century of Trust' celebrations. Tanishq's new '19k=22k' offer presents a unique opportunity for jewellery shoppers to experience the assurance of pure gold and at the same time, own exquisite Tanishq jewellery. The Indian market is laden with under-karatage, where close to 80 per cent of the jewellers sell jewellery with lower karatage than stated (Source: BIS) and this scheme aims to provide women with a chance to redeem their existing 'impure' jewellery. 

Under the scheme, customers can bring in their jewellery and exchange it, even if it is of a lower karatage, for pure 22k Tanishq gold jewellery without incurring any additional cost on the difference in the karatage. Tanishq would value their jewellery as 22k pure jewellery even if it were of a lower karatage, as long as it is 19k or more. Available at all 67 Tanishq boutiques across India, the '19k=22k' offer would be available on all jewellery exchanged between July 17, 2004 and August 8, 2004. Patrons can test their jewellery for free using the internationally acclaimed Karatmeter(tm), which is the most scientifically proven, non-destructive method of testing the purity of gold. Customers can also avail of attractive discounts on diamond jewellery and platinum jewellery during this period. 

Kicking off the offer in Mumbai, celebrated author and columnist, Shobhaa De checked her gold jewellery on the Karatmeter(tm) and commented, "Gold purity is of a huge concern in India. It is important for people to be made more aware of the adulteration of gold by some jewellers and prevent them from being cheated." She added, "I am pleased to be associated with Tanishq in its endeavour to highlight the purity issue. The 19k=22k offer will bring a lot of restful nights to us Indian women, who will no longer have to worry about how pure our jewellery is!" 

The Karatmeter(tm), which plays a significant role in the offer, is the scientific measure of purity. It uses X-rays to give an exact reading of the purity of gold in just three minutes. Due to its excellent precision, X-ray analysis has been adopted by international agencies as well as by BIS in India as part of the certification process used to Hallmark Gold. It is an accurate, non-destructive means of testing the purity of gold, and gives the customer an unmatched benefit when buying or selling gold.

 "Keeping in mind the considerable under-karatage prevalent in the jewellery market, this offer comes with a promise of accessibility to every customer who aspires to own pure Tanishq gold jewellery. '19k=22k' is envisioned to provide the aspiring customer with an opportunity to possess Tanishq's pure and exquisite gold creations suitable for varied occasions", said Ms. Ruchira Puri, Head - Marketing, Tanishq.  

Tanishq, India's only national jeweller offers gold and gem-set jewellery (in 22 and 18 carat gold) in over 6000 traditional, western and fusion looks. The jewellery is manufactured in a fully integrated manufacturing plant with state-of-the-art equipment. The Tanishq retail chain currently includes 67 exclusive boutiques in 52 cities, making it India's first and largest jewellery retail store chain.