National News

RBI tightens gold loans norms; proposes LTV ratio at 75% of pledged gold’s worth

Published

12 months ago

April 10, 2025

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RBI has proposed sweeping changes to how financial institutions lend against gold, tightening oversight in a bid to curb risks and bring greater transparency to a booming segment of the country’s credit market.

In draft guidelines released April 3, the Reserve Bank of India (RBI) proposed capping the loan-to-value (LTV) ratio for gold loans at 75% of the pledged gold’s worth. The move would standardize lending limits across banks and nonbank financial companies (NBFCs), ending a pandemic-era relaxation that had allowed NBFCs to lend up to 90% of the value of gold collateral for a year.

The new cap would apply uniformly, regardless of whether loans are intended for consumption, business, or other purposes—a significant shift that levels the regulatory playing field for NBFCs and banks alike.These proposals aim to harmonize regulations across entities while aligning them with risk-taking capabilities according to RBI Governor Sanjay Malhotra.

India is one of the world’s largest consumers of gold, and borrowing against jewelry and bullion is a common way for households and small businesses to access credit. The sector has grown rapidly, particularly through NBFCs that target less formal borrowers, raising concerns about inconsistent lending practices and over-leveraging.

In addition to the LTV cap, the RBI is pushing for enhanced internal controls and transparency. Lenders will be expected to establish their own LTV thresholds based on internal risk assessments. A standardized valuation framework will also be introduced to ensure consistency in assessing gold collateral across branches.

Under the new rules, banks and NBFCs must disclose the reference price of gold used for loan calculations and implement a uniform methodology to evaluate purity and measure gross and net weights. This information must be made publicly available on their websites.

The proposals are part of the RBI’s broader developmental and regulatory agenda. A public consultation process is now underway, and final guidelines are expected later this year.

The central bank’s move signals a growing focus on borrower protection and market discipline in India’s informal lending space, where gold loans remain a crucial—but sometimes opaque—source of credit.

National News

KISNA Diamond and Gold Jewellery Unveils Akshaya Tritiya Campaign

#KhushiyonMeinNivesh

Published

9 minutes ago

April 10, 2026

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1,989 Views

The campaign brings alive the true meaning of Akshaya Tritiya through a warm, family-led narrative.
The brand ramps up efforts for Akshaya Tritiya, a key occasion contributing ~15–18% of its annual revenue
To echo the campaign’s celebration of small occasion-led purchases, the brand has rolled out curated, attractive festive offers for customers.

KISNA Diamond and Gold Jewellery has unveiled its latest campaign, ‘Khushiyon Mein Nivesh’, ahead of Akshaya Tritiya, capturing the deeper cultural significance of the festival through a simple, heartfelt story. Designed as a slice-of-life narrative, the film follows a child’s innocent quest to understand the meaning of “Akshaya”, using a family setting to bring out the emotion and significance of the occasion. The campaign’s theme seamlessly aligns with Kisna’s larger narrative of ‘Khushi ke har pal ke liye Kisna’, reinforcing its commitment to being a part of every joyous moment

About the campaign

The film opens in a warm home on the morning of Akshaya Tritiya, where a young girl curiously asks her grandmother, “Dadi… Akshaya Tritiya kya hota hai?” With gentle wisdom, the grandmother explains, “Akshaya ka matlab hota hai beta… jo kabhi khatam nahi hota… jo hamesha badhta hai.” Still puzzled, the child innocently questions, “Par car to kuch saalon mein purani ho jati hai na… phir wo Akshaya kaise?” Her curiosity sets the tone, carrying into a playful exchange with her father, who hints at a surprise to be revealed later that evening. This builds anticipation as the family steps out together, the child eagerly soaking in the moment.

The story unfolds at a KISNA showroom, where intimate family moments capture the essence of togetherness and discovery. As they explore jewellery, the father gently explains, “Hum invest karte hain khushiyon mein… ye wo khushiyan hain jinki value hamesha badhti hai.” The idea resonates as the child offers her coin, wanting to contribute to this shared happiness. The film closes back at home, where she is surprised with a delicate pendant, her face lighting up as she softly says, “Akshaya!” Ending on an emotional high, the narrative leaves viewers with a simple, enduring thought: “Iss Akshaya Tritiya… invest karein khushiyon mein.”

The campaign features actor Paritosh Tripathi in a key role, alongside a cast of seasoned television actors, bringing relatability and authenticity to the narrative.

Link to the film: https://www.youtube.com/watch?v=kwcGxq-aZfk
Creative Credits:
Conceptualised and executed by D&A

Commenting on the campaign, Ghanshyam Dholakia, Founder & Managing Director, Hari Krishna Group and KISNA Diamond and Gold Jewellery, said:

“Akshaya Tritiya is a festival rooted in meaning and tradition. With this campaign, we wanted to bring that meaning alive in a simple and relatable way. The story reflects how happiness and togetherness are values that grow over time, and jewellery becomes a natural part of those moments.”

Parag Shah, CEO, KISNA Diamond and Gold Jewellery, said:

“At KISNA, we believe jewellery is deeply connected to emotions and the moments people hold close. With ‘Khushiyon Mein Nivesh’, we wanted to tell a story that feels real and relatable, especially through a child’s perspective. The campaign captures how true value lies in happiness that continues to grow, making jewellery a meaningful part of that journey. Akshaya Tritiya remains one of the most significant occasions for us, contributing nearly 15–18% to our annual revenue, and continues to play a key role in driving consumer engagement and overall business performance.”

In line with the spirit of ‘Khushiyon Mein Nivesh’, KISNA has introduced a curated set of festive offers, inviting customers to celebrate the occasion through meaningful purchases. These include up to 40% off on making charges for diamond jewellery, 30% off on gold jewellery, a 7% benefit for armed forces personnel, complimentary silver coins on eligible purchases, and gift vouchers on select transactions, redeemable on subsequent purchases until Dhanteras. Thoughtfully designed for Akshaya Tritiya, these offers encourage customers to mark the occasion with purchases that carry both emotional significance and enduring value.

The campaign will be rolled out across digital platforms, supported by social media amplification, in the lead-up to Akshaya Tritiya.