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HomeBUSINESSPayPoint launches e-gold to penetrate rural India

PayPoint launches e-gold to penetrate rural India

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One of the increasingly popular ways to purchase gold in urban India is e-Gold or Digital Gold. However, in the rural market, the demand for e-Gold remains sluggish due to low digital literacy and awareness.

In light of these gaps, PayPoint has launched an e-Gold facility on its platform – a network of more than 48,000 last-mile physical stores – to make the investment process simpler and safer for rural families. The initiative is for tech-unsavvy customers to conveniently buy and sell e-gold with guided assistance from PayPoint store staff. Individuals can invest in 22-Carat gold for as low as Rs. 500.

E-gold enables the purchase of non-physical or digital gold in small quantities that too, without opening a Demat account. Hence, customers can avoid the downsides of buying physical gold – such as identifying physical gold’s legitimacy & purity, high-ticket size, safekeeping, storage problems and others.

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On the other hand, once an individual buys e-Gold from nearby retail or Kirana stores associated with PayPoint, an equivalent amount of physical gold is purchased and stored in government-approved secured vaults on behalf of the customer. Additionally, Axis bank is the trustee of these vaults. These are the measures put in place to safeguard the interests of the customers.


According to Ketan Doshi, Managing Director of PayPoint India, “The cost of owning physical gold in the form of bars, coins or jewellery is high, as gold is trading at around 5,100 per gram currently. Thus, we aim to take the concept of e-Gold to the last-mile with small denomination investment, thereby encourage lower-income households to opt for regular micro-savings.

“In today’s unprecedented times, when COVID-19 is ravaging the world, the need for security has come to the fore. With e-Gold SIPs, individuals can gradually build their assets even with limited income and achieve a degree of financial security in the challenging times”, he added.

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During a pilot run with some retailers, PayPoint witnessed strong adoption from the customers opting for daily, weekly and monthly investments. Such a response has reinforced PayPoint’s commitment to take financial products to the last mile.

PayPoint facilitates transparent pricing by allocating or redeeming investments at real-time bullion rates.  With outstanding features of flexibility in buying, high liquidity, long-term horizon and safety, investment in e-Gold is indeed one of the best investment avenues for the customers at the bottom of the pyramid.

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Taazakhabar News Bureau
Taazakhabar News Bureau
Taazakhabar News Bureau is a team of seasoned journalists led by Neeraj Mahajan. Trusted by millions readers worldwide.


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