Traders Seek Uniform Rules for Branded and Non-Branded Jewellery Establishments, Along With a Fair and Transparent Business Environment
Ambikapur : Jewellery traders in Ambikapur have launched a campaign against what they describe as unfair practices by branded jewellery companies. The traders have raised concerns over gold purity, HUID, hallmarking, gold-testing systems and consumer transparency and submitted a memorandum to the Surguja Collector addressed to the Prime Minister’s Office and the Government of India.
The campaign is being conducted across Chhattisgarh on the call of the Chhattisgarh Sarafa Association. Jewellery traders are demanding greater transparency in the jewellery sector and a uniform set of rules for all establishments, irrespective of whether they are branded or non-branded.
What Is the Issue?
The campaign follows a gold-purity-related issue that reportedly surfaced at a branded jewellery showroom in Bilaspur.
Following the incident, the Chhattisgarh Sarafa Association decided to launch a state-wide campaign. Association representatives said the issue should not be viewed as being limited to an individual jewellery establishment.
According to the traders, the matter raises broader questions regarding:
- Reliability of gold purity claims
- HUID and hallmarking systems
- Accuracy of gold-testing machines
- Calibration and technical standards of testing equipment
- Transparency in gold pricing
- Consumer protection
- Uniform business regulations for jewellery establishments
Memorandum Submitted in All 33 Districts
As part of the state-wide campaign, Sarafa associations in all 33 districts of Chhattisgarh submitted memoranda on Thursday through their respective district collectors.
In Ambikapur, a large number of jewellery traders gathered at the Collector’s Office and submitted their memorandum, seeking government intervention and reforms in the existing system.
The traders said the objective of their campaign is to ensure that the rules governing the jewellery industry are transparent, practical and equally applicable to all market participants.
Major Demands of the Sarafa Association
The association has put forward several demands related to gold testing, hallmarking and business regulations.
Its key demands include:
1. Independent and impartial gold testing:
The traders have demanded that the gold-testing mechanism should be independent, transparent and free from any potential conflict of interest.
2. Regular calibration of testing machines:
They have sought regular calibration and strict monitoring of gold-testing machines to ensure accurate results.
3. Strong monitoring of HUID and hallmarking:
The association has called for stronger supervision of the HUID and hallmarking system so that consumers can have greater confidence in the purity and authenticity of jewellery.
4. Action against misleading advertisements:
The traders have demanded restrictions and appropriate action against advertisements that they believe may mislead consumers regarding gold prices, purity, discounts or other jewellery-related claims.
5. Transparency in gold prices:
The association has sought greater transparency in the way gold prices are displayed and communicated to consumers.
6. Uniform billing rules:
Traders have demanded simple and equal billing regulations for all jewellery establishments.
Equal Rules for Branded and Non-Branded Jewellers
One of the central demands of the Sarafa Association is that branded and non-branded jewellery establishments should operate under the same rules and regulatory framework.
The traders argue that there should be a level playing field in the jewellery market and that regulations should not disproportionately affect traditional or local jewellery businesses.
They have called for a fair business environment in which consumers receive transparent information while legitimate traders are protected from discriminatory or unequal regulatory practices.
Protection of Traditional Goldsmiths and Local Traders
The association has also urged the government to protect the interests of traditional goldsmiths and local jewellery traders.
According to the traders, local jewellers and traditional artisans have played an important role in India’s jewellery industry for generations. They want government policies to take into account the challenges faced by smaller establishments while ensuring consumer safety and transparency.
Traders Seek Government Intervention
The submission of memoranda across all 33 districts indicates that the issue has become a significant concern among jewellery traders in Chhattisgarh.
The association has urged the Central Government to examine the concerns related to gold testing, HUID, hallmarking, advertising, pricing and billing and introduce measures that ensure consumer confidence, transparency and a level playing field across the jewellery sector.
The traders said they are seeking a system where both branded and non-branded jewellers follow clear, uniform and transparent rules, while consumers receive reliable information about the purity and price of the jewellery they purchase.
