As the festive season unfolds, a significant trend is emerging in India’s gold market—digital gold buying. With rising economic uncertainty and market volatility, digital gold has positioned itself as a safe-haven asset for a wide range of investors. Its appeal lies in the security, tangibility, and liquidity it offers, all while being a hassle-free and convenient investment option.
Growing Popularity in Tier-2 and Tier-3 Cities
Digital gold's popularity is no longer confined to metro areas. There has been a surge in demand from Tier-2 and Tier-3 cities, thanks to increased internet penetration and rising financial literacy. According to Vinod Singh, CEO and Co-Founder of FINHAAT, “Digital platforms in India have witnessed participation from over 19,000 pin codes across the country.” This wide-reaching engagement is supported by the fact that digital gold is backed by physical gold of 24K purity (99.5 or 99.9 per cent), stored securely in bank-grade vaults.
This accessibility has driven a boom in digital gold transactions nationwide, enabling people in smaller towns and cities to invest in gold without the logistical concerns tied to physical ownership. In these regions, the ease of online investment and the ability to start with small amounts make digital gold a more practical option than traditional methods.
Millennials Leading the Way
A key factor driving digital gold adoption is the millennial generation. Known for their tech-savvy nature and preference for transparency, millennials are increasingly opting for digital investments. The appeal of digital gold lies in several factors, including:
Security and Convenience: With digital gold, buyers don’t have to worry about storage or safety. The physical gold is stored securely, while the buyer holds the digital asset, allowing for ease of transaction.
Price Transparency: Digital gold platforms offer real-time price updates, ensuring buyers are making informed decisions.
Investment Flexibility: Digital gold offers the option of small investments, with some platforms providing SIPs (Systematic Investment Plans), making it accessible even to those with limited disposable income.
Physical Delivery and Jewellery Purchases: Digital gold buyers have the option of converting their digital holdings into physical gold or using them for jewellery purchases at trusted retailers.
Digital Gold vs. Traditional Gold Sales
While digital gold is still in its nascent stages, it is quickly gaining traction as a viable alternative to physical gold. Traditional gold buying comes with higher transaction costs, limited liquidity, and storage concerns, all of which digital gold eliminates. Though physical gold remains a dominant player in the market, digital gold is gradually carving out its niche.
Year-on-year, digital gold volumes have surged, signalling a shift in consumer behaviour. The increasing awareness of digital gold’s benefits—low entry barriers, enhanced safety, and flexibility—positions it as a growing competitor in India’s gold market. This shift is especially visible during the festive season, as consumers look for alternative, secure ways to invest in gold.
Regulatory Framework and Safety
The growth of digital gold in India has been supported by a robust regulatory framework. The Securities and Exchange Board of India (SEBI) and other governing bodies have ensured that digital gold remains a safe and reliable investment option. The presence of strong regulations reassures investors about the security of their investments, further enhancing digital gold's appeal.
Aksha Kamboj, VP of the India Bullion & Jewellers Association (IBJA) and Executive Chairperson of Aspect Global Ventures , remarks, "The rise of digital gold as a safe-haven asset reflects a significant shift in consumer behaviour. With increased regulation, transparency, and ease of investment, digital gold is becoming a popular choice, especially among the younger generation and residents of Tier-2 and Tier-3 cities."
As India’s festive season unfolds, digital gold is expected to see continued growth. The combination of convenience, security, and flexibility makes it an appealing investment option for a wide range of consumers. With millennials leading the charge and smaller towns embracing digital gold platforms, the future of gold investment in India is undeniably shifting towards the digital space.
