Bengaluru, April 29 -- Gold buying online in India has shifted from investing in exchange-traded funds and buying jewellery through e-commerce platforms to digital gold products on fintech and Unified Payments Interface (UPI) apps, enabling small-ticket purchases at scale.

Powering this shift is SafeGold, a Mumbai-based startup that provides the infrastructure for gold purchases on apps such as PhonePe, CRED, JioFinance, Amazon, Tanishq, BharatPe, Jupiter and MobiKwik. It claims to process 3.7 million transactions a day and about 1 tonne of gold a month across partner and direct channels.

"Nine years ago, you couldn't just sit at home and buy or sell gold. What we sought to do was create a way for customers to get the benefit of physica...