One integration that turns India's largest investor audience from readers into transactors — engagement, retention and a new revenue line on the base Moneycontrol already owns, with the only regulated gold roadmap in the market.
Prepared by Augmont for the Moneycontrol technology & product leadership. Every claim in this deck is verifiable; a fact sheet with sources accompanies it.
Moneycontrol already owns India's investor attention — and the strategy visible on the platform (loans, FDs, credit score, a dedicated lending vertical, 1M+ paid Pro subscriptions) says the next phase is engaging, retaining and monetizing that base. Gold is the highest-affinity transaction an investor audience can start with.
Gold is the visible gap on that shelf. Your gold-rate pages and commodities coverage are among India's largest gold-intent surfaces — monetized today by ads rather than transactions. A price-page visitor is a high-intent user standing next to a checkout that doesn't exist; a gold holding is a reason to come back tomorrow.
Augmont operates the full lifecycle of the metal: mobilizing India's old gold, refining it to exchange standard, and distributing it digitally and physically — across gold, silver and diamonds, with platinum next on the rail.
150+ partner brands · 5,000+ jewellers · 75+ Gold For All stores · 23+ SPOT delivery centres · 2 refineries · 500+ employees · operating since 2012
A prominent IBJA member, working directly with NSE, MCX and BSE. One relationship covers gold, silver and diamonds — including lab-grown, online and offline, B2C and B2B — with platinum in the pipeline. Recognized as India's No.1 Gold Platform of the Year 2024–25 (IGC Excellence Awards) and IBJA's Best Bullion Dealer — Gold. Accredited: ISO 9001:2015 · NABL · BIS · India Good Delivery (BSE & MCX) · AEO · 2-Star Export House. DRHP filed with SEBI (Oct 2025) — audited group financials on public record; trustee certificate published on augmont.com.
Source: company data & augmont.com, Jul 2026 · audited group figures available in the SEBI DRHP (Oct 2025).
Everything rides the same API and the same ledger — each product is incremental revenue on the same audience, not another vendor evaluation. Every line below is live in production today, except EGR (in development with NSE). Mapped to the people who will actually use it:
| Product | Who it serves in your base | What they do with it | What it drives |
|---|---|---|---|
| Digital Gold | First-time savers & price-page readers | Start with as little as ₹10 on a dip they just read about; sell back anytime at market price | Activation — reader → transactor |
| Digital Silver | Diversifiers & commodity watchers | Trade the gold–silver ratio and the industrial-demand stories they read on MC; lower per-gram entry | Engagement — a second asset to check daily |
| Gold SIP · UPI AutoPay / net banking | Salaried goal-savers (wedding, education, long-term) | Weekly/monthly auto-debit; set-and-forget accumulation toward a goal | Retention — scheduled return visits + recurring GMV |
| Silver SIP · UPI AutoPay / net banking | Younger savers who want faster gram counts | Small recurring buys that visibly stack up | Retention in the youngest cohort |
| Gold Gifting & Transfer | Festival & occasion gifters (Diwali, Akshaya Tritiya, weddings) | Send grams instead of cash or sweets; the recipient onboards to claim | Acquisition inside your own audience |
| Silver Gifting & Transfer | Budget & bulk gifters (Rakhi, corporate) | A meaningful metal gift at a lower ticket | Same viral loop, wider reach |
| Physical Redemption — gold / silver | Traditionalists & milestone buyers | Accumulate digitally, then take delivery of coins/bars for pooja, weddings, or simply proof-in-hand | Trust — the balance is provably real |
| Gold Price-Locked Plans (subscription) | Planners with a known future need | Lock today's rate, pay in instalments, redeem as coins/bars — no price-rise anxiety on the way to a wedding | Retention — months-long commitment, predictable GMV |
| Silver Price-Locked Plans (subscription) | The same planners at lower tickets | Identical lock-and-instalment mechanics on silver | Same commitment, wider base |
| Sell Old Gold — collection network | Households with idle or broken jewellery | Transparent assay at a collection centre, market-price payout — no jeweller haircut | Utility beyond investing — brings non-investors in |
| Lend Old Gold — collection network | Families needing credit without selling heirlooms | Gold-backed borrowing; ownership retained | Pairs with MC's existing lending vertical |
| Lease Old Gold — collection network | Yield-seekers with idle gold | Idle grams earn additional grams | Stickiest holders — earnings checked weekly |
| B2C Diamond Jewellery Shop | Jewellery purchasers; lab-grown value-seekers | Certified diamond jewellery, online and offline | High-AOV commerce on the same audience |
| B2B Diamond Supply | Trade & business buyers in your audience | Certified natural and lab-grown diamonds at trade terms | A B2B revenue lane on the same relationship |
| EGR — Exchange-Traded Gold (in development) | Serious investors & MC Pro subscribers | SEBI-regulated, demat-held gold sitting beside their equities | The regulated future — premium differentiation |
One user can travel this entire shelf in a lifetime: start at ₹10 → automate a SIP → gift at Diwali → lock a wedding plan → redeem coins → monetize inherited gold → graduate to demat-held EGR. That journey, from reader to lifelong holder, happens inside Moneycontrol.
EGR: live NSE tie-up, partner pilots being sequenced — timing agreed jointly, not promised. Platinum: in backlog — the fourth metal lands on the same rail.
Partners live on this rail today span investment apps, wealth platforms, consumer lenders, NBFCs, payment apps and national jewellery chains — nine categories, one API contract.
† Benchmarks and support commitments to be confirmed in the evaluation pack.
A sample of the 150+ partner brands on the Augmont rail, from our published client roster — spanning every category that matters to a platform like yours.
Groww · Upstox · Kuvera · Axis Securities · Reliance Smart Money · Dream Money
FinMapp · Finfinity · Finbucks · fiydaa
KreditBee · Uni · Home Credit · kPaisa · KiloPe
Bajaj Finserv · L&T Financial Services · Muthoot EXIM · Fincare Small Finance Bank
Jar · Gullak · indiagold · GoldPe · Plus Gold
BankSathi · Gromo · ByajBook
Navi · branchX
Kalyan Jewellers · PNG Jewellers · CaratLane
India Government Mint (a unit of SPMCIL) · India Bullion & Jewellers Association (IBJA)
Names as published in Augmont's client roster; some are historical engagements. Logos and the full list in the evaluation pack.
The proven pattern across our partner base: a thin backend-for-frontend on your side owns the user experience; Augmont owns metal, custody and settlement.
Typical build on your side: ~2 backend + 1 frontend engineer to first transaction†. We hand over sequence diagrams, a Postman collection and a go-live checklist on day one. † confirmed in evaluation pack.
| Criterion | Augmont | Typical digital-gold partner |
|---|---|---|
| Metal source | Two IGD-standard refineries — India Good Delivery (BSE & MCX), NABL-accredited, BIS hallmarking — fed by an old-gold mobilization & collection-centre network | Custody & platform layers — metal typically sourced from third-party bullion suppliers, not refined in-house |
| Products on one relationship | Gold, silver, SIP, gifting, price-locked instalment plans, coins & bars, jewellery, old-gold sell/lend/lease — plus B2C & B2B diamonds (incl. lab-grown); platinum in the pipeline | Gold-centric: buy/sell, SIP, gifting; silver and leasing on some platforms; jewellery via third-party retail tie-ups |
| Developer surface | Documented REST API + full UAT sandbox — buy/sell/SIP/redeem/transfer on one contract | Public API references on leading platforms; documented scope varies — typically buy, sell, price |
| Tech stack | 100% in-house technology — built and operated by Augmont's own engineering | Mix of in-house and vendor components; varies by platform |
| Security & compliance | In-house cybersecurity team · ISO 9001:2015 · DPDP-compliant; infrastructure built to SEBI requirements for exchange-facing operations; fintech partners onboarded with due diligence | Certifications and practices vary; limited public disclosure |
| Integration base | 150+ partner brands served — Bajaj Finserv, Kalyan Jewellers, KreditBee and the India Government Mint among them | Distribution via large consumer apps — payments, banks, wallets |
| Physical network | 5,000+ jewellers · 75+ own stores · 23+ SPOT delivery centres · collection network | Vault redemption; jewellery through partner brands |
| Institutional depth | Market maker across ~60% of India's Gold ETF market; works with NSE, MCX & BSE; prominent IBJA member | Varies — typically no exchange or market-making footprint |
| Regulated path | Live NSE EGR tie-up (Jul 2026) — SEBI-regulated instrument roadmap | None public among digital-gold platform vendors |
| Yield story | Gold leasing & lending live in-group; regulated EGR-lending route on the roadmap | Consumer leasing on some platforms — unregulated category; gold locked for the tenure |
| Custody | Sequel-certified insured vaults; independent trustee (Valgo Retail Services, Sequel group)†; 999 purity | Insured third-party vaults with trustee oversight — standards vary by platform |
| Counterparty diligence | DRHP filed with SEBI (Oct 2025) — audited group financials on public record; ₹68,800+ cr annual business; D&B top-150 unlisted companies (2021) | Privately held; disclosure depth varies |
| Industry standards | Founding DPMACI member — 1:1 backing, independent audits, ombudsman framework | Leading platforms are DPMACI members — same baseline |
Where alternatives are strong, this table says so — judge any shortlist on the same evaluation sprint. † exact entity names re-confirmed in the evaluation pack.
Old gold enters through collection centres, is refined in-house to India Good Delivery standard, and comes out as digital grams, coins, bars or jewellery. Supply certainty at scale, competitive effective spreads, native physical products.
Gold and silver, SIP, price-locked instalment plans, gifting, physical redemption, old-gold monetization — with diamonds and platinum behind the same relationship. Every SKU is incremental GMV on the same integration, not a new vendor cycle.
Digital gold is an unregulated product — for every provider, and SEBI's Nov 2025 advisory said so publicly while pointing investors to regulated alternatives, EGRs among them. Augmont is the only partner with a live NSE EGR relationship: a compliant upgrade path instead of a shutdown risk.
For a Network18 property, the third point is the board-level argument: choose the partner whose roadmap survives regulation.
Next step: a two-week technical evaluation sprint — UAT sandbox credentials, full API documentation and a draft commercial term sheet from us; your engineers judge it on merits, side-by-side with any alternative.
Sanchit Deshmukh · Augmont · sanchit.deshmukh@augmont.com