In a strong signal of governance-led growth and consumer-first practices, SENCO Gold & Diamonds, one of India’s largest and most trusted jewellery retail chains, has received accreditation from the Indian Association for Gold Excellence and Standards (IAGES) across more than 100 stores pan India. The milestone strengthens SENCO’s positioning as a legacy brand aligned with transparency, ethics, and formalisation—an increasingly important theme across D2C news India, Indian D2C updates, and organised retail.
With over eight decades of heritage, SENCO Gold & Diamonds operates a robust pan-India retail network offering gold, diamond, platinum, and silver jewellery. While jewellery retail is traditionally store-led, SENCO’s omnichannel approach—combining physical scale with digital discovery and trust-led brand equity—places it firmly within the evolving D2C ecosystem India and Direct-to-consumer India narrative, where credibility and compliance drive long-term growth.
IAGES is a self-regulatory organisation (SRO) established by the Indian gold industry to enhance transparency, accountability, and responsible conduct across the gold value chain. Its Code of Conduct is comprehensive, covering sourcing, refining, hallmarking, transparent pricing, disclosures, and store-level operations. Accreditation is granted only after rigorous audits conducted by independent third-party evaluators—making IAGES a strong governance benchmark in D2C industry news and organised retail.
For SENCO, the IAGES accreditation across 100+ stores reinforces an already strong compliance framework. The brand has long aligned itself with national and global standards such as Bureau of Indian Standards (BIS) hallmarking and the Responsible Jewellery Council (RJC). The addition of IAGES further strengthens SENCO’s consumer trust proposition at a time when buyers are increasingly discerning about sourcing, purity, pricing transparency, and ethical practices—key drivers of D2C consumer behavior India.
Commenting on the development, Suvankar Sen, MD & CEO of SENCO Gold & Diamonds, highlighted that as the Indian gold sector moves towards deeper formalisation, frameworks like IAGES play a critical role in strengthening accountability. He noted that SENCO’s early adoption of IAGES reflects its long-standing commitment to governance, process integrity, and raising industry benchmarks—an approach that aligns closely with sustainable D2C business India models.
From a market perspective, the accreditation comes at a time when India’s jewellery sector is seeing rapid evolution. Consumers are shifting from trust-based legacy purchases to evidence-led decision-making, mirroring broader D2C market trends 2025 seen across categories like beauty, wellness, and food. For brands operating at scale, governance and transparency are now strategic growth levers—impacting customer loyalty, repeat purchases, and brand valuation.
Kaushlendra Sinha, CEO of IAGES, emphasised that SENCO’s alignment with the IAGES framework sends a strong signal to the industry on the importance of transparency and consumer-centric standards. As more retailers adopt the Code of Conduct, the sector can build long-term credibility and align more closely with global best practices—an outcome that benefits both consumers and brands.
Beyond accreditation, IAGES is also driving consumer awareness through its nationwide #PehlaCheckIAGES campaign, encouraging buyers to verify IAGES accreditation before purchasing gold jewellery. This initiative complements SENCO’s own efforts to educate customers and deepen trust—critical in a category where purchase decisions are high-value and emotionally driven.
While the announcement is not tied to D2C funding rounds or D2C expansion plans, it meaningfully strengthens SENCO’s foundation for future growth—both online and offline. In an environment where D2C brands India are increasingly evaluated on governance and transparency alongside scale, SENCO’s IAGES accreditation positions it as a benchmark for how legacy brands can evolve within a modern, compliance-driven retail ecosystem.
