Creating the Digital Gold Category in India
Problem
How do you drive mainstream adoption of an asset class stripped of its physical form - and stay ahead of regulators when innovation is outrunning oversight?
Approach
Research-led product and GTM strategy, refined relentlessly after launch - the decisive calls being who to partner with, when, and who to refuse.
Impact
Launched on Paytm, Walmart's PhonePe, Google Pay, and more investment/fintech platforms. Acquired 10M+ new customers. Built business from 0 to $124M GMV.