Thangamayil Jewellery redefines gold savings with innovative DigiGold app

The Madurai -based jeweller launched a digital platform enabling customers to save gold with minimal investments, starting from just Rs. 100

Chennai: Thangamayil Jewellery has introduced the DigiGold app, a solution addressing India’s evolving gold savings landscape. The digital platform allows customers to begin saving gold with unprecedented flexibility, starting from as little as Rs. 100, directly responding to challenges in gold purchasing amid rising market prices.

Recognising the market’s critical need, Ba. Ramesh, Joint Managing Director of Thangamayil Jewellery Limited, highlighted a fundamental constraint in the Indian market: “In India, you cannot buy gold on credit. This, coupled with escalating gold prices, creates a significant barrier for potential investors.”

The DigiGold app overcomes these limitations by providing a savings scheme that allows customers to prepay for gold in small, regular installments over time. This makes saving for gold accessible and flexible, even for those with limited financial capacity. Given the rising gold prices (Rs. 7,000–Rs. 7,500 per gram), the app’s approach enables customers to accumulate gold gradually and benefit from average pricing, similar to staggered investments in the stock market.

The app offers a seamless digital gold savings experience, allowing users to accumulate 22k gold weight electronically. Customers can save and track their investments with remarkable convenience, with the added benefit of redeeming their accumulated gold at any of Thangamayil’s 59 showrooms or through online channels.

A standout feature of the DigiGold app is its unprecedented flexibility. Users can make multiple transactions daily, irrespective of the amount, providing a truly personalised savings approach. Additionally, users can track volatile gold prices in real time, adjust their payments accordingly, and maximise their savings by buying more when prices drop and pausing during price surges.

Ramesh explained, “Before the app, customers had to invest considerable time and effort to make purchases in-store. Now, they can manage their gold savings from anywhere, at any time.” This user-centric approach has significantly contributed to the app’s growing popularity among those seeking a more accessible gold investment method.

While the app is still in its expansion phase and exact usage numbers are unavailable, early feedback suggests strong customer confidence. The increasing trend of full-cycle transactions—from joining to redemption—indicates positive adoption, with more customers expected to onboard as word-of-mouth spreads.

The app’s intelligent reward structure incentivises consistent saving, offering enhanced benefits to frequent investors. By combining convenience, transparency, and instant rewards, Thangamayil has created a compelling digital platform that reimagines gold savings for the modern consumer.

Written by Achal Chaubey

Retail Jeweller India Exclusive