Set in 2021, the case presents the challenges faced by the Bureau of Indian Standards (henceforth BIS) in its journey of hallmarking gold in India - from voluntary hallmarking in 2000 to mandatory hallmarking in 2021. As a government organisation, BIS was tasked with the responsibility of protecting consumer interest and increasing export competitiveness of gold. BIS took multiple initiatives to ensure the purity of gold for Indian consumers. However, at every stage there was a pushback from all stakeholders - jewellers, manufacturers, consumers, Assaying and Hallmarking centres (AHCs), industry experts, all of whom had their own apprehensions. The case unpacks various execution challenges that a government institution faces for an initiative designed for the good of all the stakeholders. The main tension in the case is if BIS will be able to execute their plan completely and achieve 100% hallmarking by 2025.