Tanishq's Mia now uses 100% recycled gold for its jewellery
Titan jewellery business Tanishq’s jewellery brand Mia has shifted to 100% recycled gold in line with consumer preferences and as the entire business increases its environmentally friendly production practices.
“While 40% of the total gold used in the division for manufacturing jewellery is recycled, I'm delighted to share that 100% of gold used for Mia by Tanishq is now recycled gold, reducing the need for mining fresh gold,” said Titan’s jewellery division CEO Ajoy Chawla, the Gem and Jewellery Export Promotion Council reported on its website.
The move to recycled gold for Mia is part of a wider sustainability drive by parent company Titan Company to cater to the growing consumer preference for environmentally friendly products. Mia specialises in lightweight, fusion style gold jewellery for daily and occasion wear.
“The jewellery division has set ambitious sustainability goals of becoming carbon neutral and water positive in manufacturing by 2030,” said Chawla. “Further, as part of our responsible sourcing initiative, we have a robust 4-P framework– People, Place, Process & Planet– in place with all our vendor partners, to ensure they meet our definition of standard requirement for their operations, by the end of this fiscal. All our jewellery retail stores are also moving towards becoming more energy and water efficient through multiple initiatives.”
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