By Priyank Kothari Director, Arvog

In many parts of rural India, gold isn’t just a metal it is a quiet kind of financial security. Families don’t always have fixed deposits or savings accounts, but they’ll have gold jewellery tucked away in steel boxes or cloth pouches, brought out only on special occasions or during times of trouble.

For generations, gold has been used as a safety net. But what’s changed in recent years is how people are starting to use that gold. Instead of selling it to raise funds, more rural families are now turning to gold loans a trend that’s gaining strong momentum in villages, small towns, and semi-urban areas across the country.

A Familiar Asset in Every Household

Walk into any rural home whether in Maharashtra, Tamil Nadu, Uttar Pradesh, or Assam and chances are, you will find some amount of gold. It may be a pair of bangles gifted during marriage, a gold chain bought after a good harvest, or earrings passed down from a grandmother.

People may not always have ready cash, but gold is there. What’s changing now is how people are thinking about that gold. Instead of letting it sit idle, they’re realising Why not use it when we need money and keep it?

A Straightforward Process, No Headaches

Traditional bank loans can feel out of reach for many in rural areas. The paperwork, the need to show income, or the insistence on a credit score most of it doesn’t match how rural people earn or live.

Gold loans are different. The process is quick, the documents are minimal, and the money is often in your hand within an hour. For someone who needs ₹20,000 to buy seeds before the rain hits, or Rs 50,000 for a daughter’s medical treatment that kind of speed matters.

A Practical Choice for Everyday Needs

What makes gold loans even more appealing is how flexible they are.

There are no questions about what the money will be used for. It could go towards repairing a tractor, paying school fees, stocking up a Kirana shop, or buying new cows the lender doesn’t ask. And that freedom to use the loan as needed gives borrowers a sense of control.

You’re not being judged, questioned, or made to feel small. You walk in with something you own i.e. Gold and get something you want i.e. Money.

A Better Alternative to Local Moneylenders

In many villages, people still turn to moneylenders in a crisis. It’s what they have always done. But with interest rates as high as 7 to 10% per month, those loans can become traps.

Gold loans, by contrast, are far more affordable. Many NBFCs offer gold loans at annual rates starting from 12–14%. That’s a massive difference, especially when you’re repaying over several months.

Slowly, people are beginning to understand the difference and more importantly, they are seeing that formal lenders are not just for the city folk anymore.

Trust Has Been Built And That Matters

Earlier, there was fear. What if they steal our gold? What if it comes back damaged?

These concerns kept many away. But over time, with better communication, more transparency, and the presence of known lenders in rural areas, trust is being rebuilt.

The gold is stored securely, often in vaults with CCTV and biometric access. And importantly, people now get their gold back as safe, untampered, and intact.

Better Awareness, Better Reach

From WhatsApp videos to loudspeaker announcements, from local working staff to self-help groups awareness about gold loans is spreading fast.

And it’s not just awareness it’s access, too. NBFCs and banks are setting up small branches in tier-3 towns and villages, offering doorstep services in some places. Women, who traditionally handle gold in many households, are now more comfortable stepping into branches or talking to local representatives.

The comfort level has gone up. What was once seen as a last resort is now considered a smart way to raise money when needed without getting into long-term debt or selling valuable assets.

Nowadays people don’t want long-term, complicated loans. They want short term, flexible loans that can be paid back when the cash comes in and that’s exactly what gold loans offer.

Loan terms can be 3, 6, or 12 months. Repayment can be done in one go (bullet payment) or in EMIs. It fits the rhythm of rural life, without disrupting it.

The rise of gold loans in rural India is not just a financial trend. It reflects a deeper shift in how rural families think about credit, control, and dignity.

For many rural families today, a gold loan isn’t a last resort it’s the first smart step in solving a problem without losing what matters.

PNG Jewellers, one of India’s most trusted and iconic jewellery brands with a 192-year-old legacy in Maharashtra, proudly embarked on retail expansion outside their native state with the grand launch of their first store in Indore, Madhya Pradesh, on 23rd August 2025. The new store marks an important milestone in the brand’s nationwide expansion journey. 

The grand launch was inaugurated by beloved film star Madhuri Dixit, who shared her delight at being part of the brand’s historic moment. She said, “PNG Jewellers has always represented trust, tradition, and timeless beauty. It is truly special to inaugurate this store in Indore and witness the brand bring its legacy and craftsmanship to yet another vibrant city.”

Speaking about the launch, Dr. Saurabh Gadgil, Chairman and Managing Director, PNG Jewellers, said, “This opening is an emotional milestone for us as we move beyond Maharashtra into a city that resonates deeply with our values. Indore, with its rich cultural heritage and refined aesthetic sensibilities, shares many similarities with Maharashtra. In fact, through this expansion, we are retracing the historic Peshwa route that once connected our regions. For us, entering Indore is not only a strategic business move but also a heartfelt homecoming of sorts.”

Located at MG Road, the new store will showcase PNG Jewellers’ most celebrated collections, blending heritage with contemporary elegance. Customers can explore a wide range of gold, diamond, and silver jewellery and artefacts that reflect both traditional artistry and modern designs.

To celebrate the launch, PNG Jewellers has announced a special inaugural offer: Flat 50%* off on gold and diamond jewellery making charges. The offer is valid from 23rd August to 6th September 2025 across all product categories available at the new store.

With this launch, PNG Jewellers enters a market renowned for its legacy of fashion, design, and jewellery craftsmanship. Indore, once the capital of the Holkar dynasty, provides the perfect stage for PNG’s expansion, a city where royal traditions meet modern aspirations, much like PNG’s own ethos of combining family trust with the professionalism of a listed corporate brand.

Aspect Bullion & Refinery, a premium gold and silver coins and bars bullion brand under Aspect Global Ventures, will unveil its second Flagship Store at Sky City Mall, Borivali on August 28 2025. The high-profile launch will be led by Aksha Kamboj, Vice President of India Bullion & Jewellers Association (IBJA) and Executive Chairperson of Aspect Global Ventures along with Chief Guest Vikas Oberoi, Chairman & Managing Director of Oberoi Realty. The store is a milestone designed to elevate bullion retail by combining heritage craftsmanship, advanced technology, and a luxury shopping experience.

Positioned as a pioneer, Aspect Bullion recently introduced India’s one-of-its-kind smart Bullion Vending machines for gold and silver coins and bars allowing purchases that are secure, instant, and transparent, setting new benchmarks for innovation in Bullion retail.

“Aspect Bullion isn’t just expanding; we’re reimagining how India experiences bullion. Our boutique store will showcase the finest bullion with a focus on design, trust, and accessibility making gold and silver retail as aspirational as luxury retail itself. The Borivali launch marks a significant step towards that vision.” Says Aksha Kamboj.

As a part of its long-terms growth strategy, Aspect Bullion plans to expand into key cities and target malls, airports and even spiritual destinations soon, creating a premium network of boutiques and vending touchpoints to make bullion investment accessible like never before. 

Industry experts note that India’s gold and silver bullion market is poised for unprecedented growth, and Aspect Bullion is positioning itself to be a leader in this evolving landscape; marrying traditional trust with modern innovation.