KISNA Diamond and Gold Jewellery, one of India’s foremost jewellery brands, today announced the launch of KISNA Digital Gold, a strategic move marking its entry into digital gold ownership through a partnership with SafeGold, a product of Digital Gold India Private Limited (DGIPL).
Launch of KISNA Digital Gold
The launch marks KISNA’s entry into digital gold ownership, strengthening its omnichannel gold ecosystem and expanding how customers can engage with gold across digital and physical touchpoints. Through this partnership, KISNA enables customers to buy, sell and redeem digital gold in a safe, transparent and flexible manner, while extending the trust and credibility of its jewellery legacy into a seamless digital-first experience.
Low Entry Barrier and Flexible Ownership
KISNA Digital Gold allows customers to begin their gold purchase with an amount as low as ₹10, significantly lowering the entry barrier to gold ownership. Customers can buy gold in fractional quantities at live market-linked prices, with holdings credited in grams up to four decimal places.
Purity, Secure Storage and Redemption Options
The digital gold purchased is 24-karat gold of 995 fineness or higher purity, stored securely in insured vaults operated by internationally recognised precious metals custodians, with customers retaining full ownership at all times. Customers have the flexibility to sell their digital gold at prevailing prices or redeem it against physical gold jewellery at KISNA stores across India.
Leadership Perspective from KISNA
Commenting on the launch, Parag Shah, CEO, KISNA Diamond & Gold Jewellery, said: “The launch of KISNA Digital Gold marks a strategic step in expanding how consumers engage with gold. Enabled through SafeGold, the offering allows customers to start with just ₹10 and transact without any lock-in, making gold ownership more accessible and transparent. Over time, we see digital gold becoming a gateway to deeper jewellery relationships, allowing consumers to plan, save and seamlessly convert their digital holdings into physical jewellery through our retail network.”
Perspective from SafeGold
Commenting on the partnership Rhea Chaterji, COO and Co-founder, SafeGold said: “Our partnership with KISNA brings together trusted jewellery craftsmanship and secure digital gold infrastructure. By combining asset-backed gold ownership, independent trustee oversight and insured custody, we aim to make digital gold a simple, transparent and reliable option for consumers looking to own gold with confidence.”
How KISNA Digital Gold Works
- Digital onboarding: Customers register on KISNA’s platform (https://www.kisna.com/digital-gold ) using basic details and a valid PAN card.
- Buy gold starting at ₹10: Gold can be purchased at live prices in flexible amounts.
- Secure custody: Purchased gold is stored in insured vaults with independent trustee oversight to safeguard customer ownership.
- Transparent tracking: Customers can access real-time balances, invoices and holding statements online.
- Sell or redeem: Gold can be sold digitally at prevailing prices or redeemed for physical jewellery at KISNA stores nationwide.
Customer Eligibility and Flexibility
There is no lock-in period, offering customers complete flexibility in managing their gold holdings. The offering is currently available to resident Indian customers with a valid PAN card. While buying and selling is enabled digitally through the platform, customers can redeem their digital gold balance at KISNA’s extensive network of stores, seamlessly bridging digital ownership with in-store craftsmanship.
Strategic Focus and Disclaimer
This launch reinforces KISNA’s long-term focus on accessibility, trust and customer-centric innovation, while adapting to evolving consumer preferences around flexibility, transparency and digital convenience in gold ownership.
KISNA Digital Gold represents ownership of physical gold and is not a regulated financial product or deposit, but a digital method of purchasing gold for personal use.
About KISNA Diamond & Gold Jewellery
Launched in 2005, KISNA is the flagship diamond and gold jewellery brand from the Hari Krishna Group. KISNA has established an extensive distribution network, reaching over 1,500 shop-in-shop outlets across 28 states in India. The brand now boasts 100+ exclusive showrooms across the country. With ethical sourcing of diamonds from mines to market, KISNA offers an unmatched portfolio of over 10,000 unique designs. KISNA’s wide range of products includes Rings, Earrings, Pendants, Mangalsutras, Necklaces, Bangles, Bracelets, Nose Pins inclusive men’s jewellery in 14KT and 18KT gold, all 100% IGI Certified and BIS Hallmarked. The company also provides 90% Buyback and 95% Exchange on diamond jewellery, including making charges.
KISNA Online Platform
KISNA Diamond & Gold Jewellery’s online platform is a curated space where elegance meets convenience. As your trusted online brand, we offer a seamless shopping experience, featuring the latest diamond and gold jewellery designs. Explore timeless sophistication with KISNA, your ultimate destination for authentic and stylish pieces on www.kisna.com
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