Published Paper Details:

Gold loan is one of the easiest and simplest ways to access credit, which requires no additional security or guarantee other than Gold itself. The recognition of gold loan as an asset with almost zero risk, its upwards movement of rates created ample of opportunities for gold loan lenders to come up with new age practices and strategies. Even though gold loan is a simplest form of credit, in a country like India people will easily invest on the Gold specially in southern part of the country and treat it as a treasure of pride and prosperity. At the same time, it is necessary to convince the customer to come forward for gold loans and to make them aware about the hidden benefits of it and it is one of the challenges as well as an opportunity to come up with new age techniques and products by the lenders to sustain in the market. The subject study is an attempt to analyze the present market scenario of gold loans in peer banks and Non-Banking Financial companies (NBFCs) based on the secondary data to know their stand in this dynamic market. This study employed different peer banks and NBFCs who are lending gold loans and the analysis of financial statements of the selected banks and NBFCs. The results of the study depicted that every gold loan lender is in a race to overtake the other via different new age approaches and practices in lending and promotion. Hence it can be concluded that only time has to decide who will be the front runner and which strategy will work better to make their gold loan glitter in the market