Borrowers find it difficult to overcome the emotional quotient associated with gold assets in India. Rupeek, a new-age platform helps in breaking social stigmas and changing “emotional orientation”, contending that gold assets are to be kept for the rainy day. By driving strategic communication to sharing counsel on content-driven category awareness, Rupeek has established its presence, as India’s leading fintech brands providing asset-backed online gold lending and doorstep services to individuals and businesses.