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Malabar Gold to extend brides of India initiative pan India

Under the initiative, the gold retailer will give away three sovereigns of gold to as many would-be brides as possible.

ET Bureau|
Jun 25, 2019, 05.48 PM IST
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The programme, which is already going live in Kerala will be rolled out other parts of the country in a staggered fashion.
Kochi: Malabar Gold & Diamonds plans to launch its brides of India golden heart initiative, a reach out programme specially designed for the would-be-brides from the economically weaker sections of the society (EWS), to pan India level.

The programme, which is already going live in Kerala will be rolled out other parts of the country in a staggered fashion. Under the initiative, Malabar Gold & Diamonds has already distributed more than 70 sovereign gold to more than 30 brides in Kerala.

Under the initiative, the gold retailer will give away three sovereigns of gold to as many would-be brides as possible. The company said the idea is to give a helping hand to would be brides of India whose dreams to tie the knots are getting delayed or deferred thanks to their backward economic background.

“We understand that financial constraints often force families to put off marriages of young women and it is fast spreading as a social issue. Through this initiative, we want to see the dream of the marriage coming true for all eligible women of marriage age irrespective of their caste, creed or religion”, said M.P Ahammed, chairman, Malabar Gold & Diamonds.

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