Kisna steps into digital gold with SafeGold, starting at Rs 10

MUMBAI: Kisna Diamond and Gold Jewellery has stepped into digital gold with the launch of  Kisna Digital Gold, partnering SafeGold to extend its omnichannel play beyond physical jewellery. The move allows consumers to buy, sell and redeem gold digitally, with entry starting at just Rs 10 and no lock-in.

The offering lets customers purchase fractional quantities of 24-carat gold at live market prices, with holdings credited in grams to four decimal places. The gold, of 995 fineness or higher, is stored in insured vaults managed by globally recognised custodians, with full ownership retained by the customer.

Crucially for Kisna, digital holdings can be redeemed against physical jewellery across its nationwide retail network, tightening the loop between online accumulation and in-store conversion. The company positions digital gold as a gateway product, encouraging consumers to save, plan and eventually upgrade to jewellery purchases.

Kisna Diamond and Gold Jewellery CEO Parag Shah, said the launch was aimed at making gold ownership “more accessible, transparent and flexible”, while deepening long-term consumer relationships. SafeGold COO and co-founder Rhea Chaterji, said the partnership combined trusted jewellery retail with secure, asset-backed digital infrastructure.

The platform is currently available to resident Indians with a valid Pan card and reinforces Kisna’s push to align traditional gold buying with digital-first consumer behaviour.