National News
Gold ETFs Attract Record ₹240 Billion as Investors Pivot from Equities
WGC report highlights resilient demand, rising digital gold purchases and steady investment interest despite record-high prices
Indian investors are increasingly turning to gold as a preferred asset class, with January witnessing record-breaking inflows into gold ETFs, even as prices touched historic highs.
According to a report by the World Gold Council (WGC), Indian gold ETFs recorded their ninth consecutive month of net inflows, reaching an unprecedented Rs.240 billion (US$2.5 billion) in January. This marked the third-highest inflow globally, after the US and China. Notably, gold ETF inflows surpassed equity funds for the first time, signalling a shift in investor asset allocation amid subdued domestic equity performance.
The surge in inflows, combined with elevated gold prices, pushed total assets under management (AUM) to Rs.1,842 billion (US$20 billion) by end-January — a more than threefold year-on-year increase. Cumulative holdings across 25 gold ETFs crossed the 100-tonne milestone, with a record 15.5-tonne monthly addition, taking total holdings to 110 tonnes.
The momentum continued into February, with estimated net inflows of Rs.46 billion between 1 and 12 February, adding another 3 tonnes. Gold ETFs now account for 2.3% of the total mutual fund industry AUM, the highest share on record, up from 0.8% a year ago.
Investor participation also strengthened significantly, with 1.2 million new folios added in January, taking total gold ETF accounts to 11.44 million.
Beyond ETFs, broader gold investment demand remains robust. Market feedback suggests consumer demand has stayed resilient despite record-high prices and volatility, particularly after the mid-December to mid-January inauspicious period. Buying has been skewed towards bars, coins and digital gold, supported by strong bullish sentiment and limited expectations of a correction.
Jewellery demand has turned more measured. Consumers are opting for staggered purchases instead of lump-sum buying, even for weddings. While jewellery volumes are estimated to be ~20% lower year-on-year, value growth has risen 25–30%, supported by elevated prices. Exchange of old gold remains high, accounting for 40–70% of transactions in some markets. Liquidation activity remains limited.
Digital gold purchases also surged. Transactions via UPI totalled ₹39 billion (US$432 million) in January — up nearly 90% month-on-month and over fourfold year-on-year. In volume terms, an estimated 2.6 tonnes were purchased, marking a 70% month-on-month increase.
The WGC noted that while ease of transaction and low minimum investment requirements continue to attract retail investors, digital gold remains unregulated, underscoring the need for comprehensive regulatory oversight as investor interest in gold strengthens across formats.
source: WGC
National News
MMTC-PAMP Appoints Sidharth Malhotra As Brand Ambassador
As Part Of The Association, Sidharth Will Lead MMTC-PAMP’s New Integrated Campaign, ‘Purest And More,’ Showcasing The Brand’s Expanding Portfolio Across Physical Precious Metals, Digital Investments and Responsible Gold Recycling.
MMTC-PAMP, India’s only London Bullion Market Association (LBMA)-accredited Good Delivery Gold & Silver refiner, today announced acclaimed actor Sidharth Malhotra as its Brand Ambassador, marking a significant milestone in the brand’s journey to strengthen its connection with a new generation of consumers. As part of the association, Sidharth will lead MMTC-PAMP’s new integrated campaign, ‘Purest And More,’ showcasing the brand’s expanding portfolio across physical precious metals, digital investments and responsible gold recycling.
The integrated campaign showcases MMTC-PAMP’s complete ecosystem, from 24K 999.9+ purest gold and silver coins and bars to digital gold and silver, gold recycling, online purchasing and assured buyback services. Through relatable, everyday moments and festive celebrations, the campaign reinforces MMTC-PAMP’s position as India’s most trusted precious metals brand while making gold ownership more relevant, accessible and convenient for today’s consumers.
Announcing the association, Samit Guha, Managing Director and CEO, MMTC-PAMP said:
“We are delighted to welcome Sidharth Malhotra to the MMTC-PAMP family. Sidharth has built a strong reputation through authenticity, credibility and a modern outlook—qualities that closely reflect the values of our brand. As one of India’s most admired and influential actors, he enjoys a deep connect across generations, making him an ideal ambassador as we continue expanding the reach of MMTC PAMP among both seasoned investors and first-time buyers.
This partnership comes at an exciting phase in our growth as we continue to redefine precious metals ownership through innovation, responsible sourcing and world-class quality. Through our ‘Purest And More’ campaign, we are showcasing how MMTC-PAMP today offers far more than physical gold—from digital investments and online buying to gold recycling and assured buyback—while remaining uncompromising on purity and trust.”
The campaign film unfolds through a series of relatable family moments around a wedding celebration, with Sidharth naturally introducing consumers to MMTC-PAMP’s diverse offerings. The storytelling highlights that every MMTC-PAMP offering is backed by the brand’s commitment to purity, trust and convenience while reinforcing its promise of “Purest And More.”
Speaking on the association, Sidharth Malhotra said:
“MMTC-PAMP has built a remarkable reputation for purity, trust and innovation, while also modernising the way people invest in and experience precious metals. Whether it’s celebrating life’s milestones, building long-term wealth or embracing more responsible choices through recycled gold, the brand continues to stay relevant for today’s consumers. I’m excited to be part of this journey and look forward to connecting with people through the ‘Purest And More’ campaign.”
The association brings together one of India’s most recognised actors with one of the country’s most trusted precious metals brands at a time when consumer interest in certified physical gold, digital gold and sustainable precious metals solutions continues to grow. With Sidharth Malhotra as the face of the brand, MMTC-PAMP aims to further strengthen its leadership position while deepening engagement with a younger, digitally connected audience.
The campaign will be amplified across television, digital platforms, social media, print, retail stores and e-commerce channels, with dedicated creatives highlighting key offerings including digital gold and silver, festive gifting, Virasat recycled gold, Akshaya Tritiya, Diwali and MMTC-PAMP’s certified purity credentials.
Link to the TVC (YouTube):
Link to the TVC (Instagram):https://www.instagram.com/p/DciH4s7tim5//
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