Poor response to govt's gold schemes due to bad marketing, says IIM-A

Of 1,000 people surveyed, only 5 knew about these schemes; only 5 tonnes out of 25,000 came to GMS

Poor marketing by the government for its gold monetisation scheme (GMS), sovereign gold bond and Indian gold coin scheme is why these have had poor public responses, says the India Gold Policy Centre (IGPC) at the Indian Institute of Management here (IIM-A).

Research was done on 1,000 gold consumers in four districts from four states, urban and rural. “We have observed that respondents did express willingness to invest in these schemes if they got adequate information about the product, indicating the potential with better targeting and promotion,” said Arvind Sahay, head of IGPC and faculty member at IIM-A. 

According to