Jomol Mathew, a homemaker from Kerala, needed to quickly raise Rs. 1 lakh for her sister's upcoming wedding. On the advice of a friend, she went to a local branch of Manappuram Finance Ltd. and took out a gold loan, pledging 80g of gold. She appreciated the minimal paperwork and quick loan processing, receiving the cash within minutes. Gold loans have been growing in popularity in India due to their liquidity and convenience compared to banks, with companies like Manappuram and Muthoot expanding their operations across the country.