In-Depth Marketing Strategy of SafeGold – With company overview & Campaigns

Updated on: Oct 28, 2022

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In the previous blog, we learnt about the mind-blowing marketing strategies of the online jewellery company CARATLANE. In this blog, we will learn about the marketing strategy of SafeGold.

The main goal is to help you gain insights into SafeGold’s move from an unknown fintech company in 2017 to the fastest-growing fintech company in India in 2022. How SafeGold gained the trust of Indian gold investors, you’ll get all the information in this blog. 

In 2020, the pandemic outbreak hit the World’s economy and most businesses shifted to online mode. And as the world goes online, the demand for online digital marketing skills also goes up. Today, there is plenty of demand for digital marketers.

If you are also interested in making a career in  Digital Marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

 Before we begin our deep dive, let us start by learning SafeGold’s story, its investors, its partners and its digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About SafeGold – Overview

marketing strategy of Safegold - logoSource – PhonePe

SafeGold is a digital platform that allows customers to buy, sell and receive vaulted gold at low ticket sizes, around the clock, with the tap of a button. 

SafeGold is an organised and transparent method of buying and accumulating 24K physical gold in compliance with all applicable laws and regulations.

With headquarters in Mumbai, SafeGold was founded in 2017. It is now managed by three people, Nitin Thard, Vice President, Finance and Operations., Yash Bhansali, Associate Vice President, Product., and Arjun Singh, Associate Product Manager.

As of today, the company has FOUR investors from around the world Invent Capital, Provega Ventures, World Gold Council and BeeNext.

Quick Stats – 

CEO Gaurav Mathur
CMO Yash Bhansali
Area Served Worldwide
Industry Digital Gold Investments
Revenue 2000 crores INR (21-22)
Vision SafeGold aims to empower Indians with a secure and simple way of investing in digital gold.
Tagline Gold is Safe. Safe is Gold.


Marketing Strategies of SAFE GOLD –

Safe gold has been using some interesting marketing strategies to promote investments in digital gold all over the world. Let’s begin with its STP Analysis.

Segmentation, Targeting, Positioning 

Safe Gold has segmented options to invest in digital gold. These options are JEWELLERY EXCHANGE, in which one can exchange his digital gold for jewellery at a partner’s website online and offline.

Another option is GOLD COINS, in which one can buy the purest form (99.99%) of gold coins through Safe Gold and get them delivered to home. Another option is investing in digital gold online.

Safe Gold mostly targets customers to invest in digital gold online. For this, it also provides an option to buy gold in rupees or in grams. Secondly, it focuses on GOLD COINS where people can buy pure gold coins securely and get them delivered to their homes. 

SafeGold’s collaboration with BRINKS, an American-based security company makes SafeGOLD much more trustworthy and secure than other digital gold investment options. 

Marketing Campaigns of SafeGold 

Launch of premium and limited collection of gold coins

marketing strategy od safe gold - marketing campaign

SafeGold, a homegrown digital platform, has launched a premium and limited collection of gold coins commemorating India’s national animal – the Tiger. With this limited edition gold coin, SafeGold combines a national symbol’s mystique and premium design and manufacturing to create a first-of-its-kind collectable.

The company released 1000 of these Tiger engraved gold coins to offer Indians a variety and a premium choice of buying and gifting on Akshaya Tritiya in 2022.

The coin has been released in a 10 gm weight and can be purchased on SafeGold’s own website along with select partner platforms, starting 29th April onwards.

Introducing the GIFT option on SafeGold official website

marketing strategy of safe gold - marketing campaign

Under this marketing campaign, SafeGold introduced a Gifting feature in which people can gift pure gold coins to their loved ones on various special occasions.

Partnership with various digital payment and investment giants. 

marketing startegy of safe gold - marketing campaign

SafeGold partnered with various digital payments and investment giants such as Federal Bank, TANISHQ, PhonePe, AmazonPe, CARATLANE, Airtel Payments Bank, and DBS. Which makes its reach wider and thus eventually results in more investment in SafeGold.

Social Media Marketing

SafeGold is highly active on various social media platforms such as Facebook, Instagram, LinkedIn, Youtube, Twitter and various others. 

  • Facebook – 3970 followers
  • Instagram– 2159 followers
  • Linkedin– 490 followers
  • Youtube – 721 subscribers
  • Twitter– 768 followers 

With 3970 active followers, SafeGold is highly active on Facebook followed by Instagram with 2159 followers and 472 posts.

SafeGold uses social media to promote its new schemes, provides information and facts about physical and digital gold, and spreads awareness about new product launches.

SEO Strategies 

marketing strategy of safegold - ubersuggest seo screenshotSource – UberSuggest

As per the set parameters, organic keywords below 500 are bad, above 1,000 are good and above 10,000 are amazing. As we can see the total keywords of SafeGold are 647 which is not so good, Safegold has room for improvement.

With 65,286 organic monthly traffic, SafeGold is really playing well in its SEO strategies as monthly visits of around 20,000+ are considered amazing.

Influencer Marketing 

SafeGold is not using influencer marketing strategies which are proving a benefit for its competitive company MMTC PAMP, which is being promoted by the Bollywood actor Mr Aamir Khan. SafeGold should also try its hands at influencer marketing.

E-commerce strategy 

SafeGold has its own website which allows the public to buy and sell gold digitally, gift physical and digital gold and exchange their digital gold with physical gold from their partner companies. It is user-friendly and very safe with the trust and security of SafeGold. 

Mobile App 

SafeGold has its own Mobile App, available on Google Play Store. With 50k plus downloads, the mobile app has a huge user base. It is rated 3.8 stars on the Google Playstore. It is easy to use and very user-friendly.

The user can buy and sell digital gold, invest in digital gold, and gift gold to his friends and family very easily with the trust and security of SafeGold.

Content Marketing Strategies 

SafeGold shares information, awareness, new product launches, and new schemes introduced through blogs on their official website, and shares memes on Instagram, Facebook and Twitter.

It also presses releases through online newspapers and websites about different new schemes, and awareness about fraud, especially online fraud.

The company mostly focuses on spreading awareness about fraud and encouraging people to invest in digital gold safely to earn the best returns for their investments. 

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the Marketing Strategy of SafeGold?

SafeGold is a trustworthy and safe option to invest in digital gold. One can start investing with INR100 only. The gold is stored securely at world-class BRINKS vaults. SafeGold gets all its coins and bars independently assay-certified to ensure the highest purity of 99.99% 24K gold.

They have a strict intolerance policy for fraud and checks to prevent it. Information about their clients is always private and all transactions are secured.  

SafeGold is highly active on all social media platforms and even on various sites too. Many online newspapers and financial magazines such as Forbes India, Money Control, FirstPost, Economic Times etc. cover their stories and upcoming schemes and plan regularly.

SafeGold strategy to use Instagram and Facebook to educate people to invest in digital gold is top-notch. 

Today the need for digital marketing has increased, especially after Covid-19. Many companies want to hire good digital marketers. The demand for skilled digital marketers is at an all-time high.

If you are also interested to learn about digital marketing or want to pursue certification in digital marketing, then you must check the official website of IIDE. IIDE provides an MBA in digital marketing, a 4-month digital marketing program and short-term certification in digital marketing. 

If you like such in-depth analysis of companies, find more insightful case studies on our IIDE Knowledge Portal. Thank you for taking the time to read this, and do share your thoughts on this case study in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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