Rupeek
- Company typePrivate
- Founded2015
- HeadquartersBangalore, India
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Rupeek firmographics
Firmographics- Name
- Rupeek
- Legal name
- Rupeek Fintech Private Limited
- Website
- https://rupeek.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Rupeek industry classification
Industry- Product category
- Digital Gold Loan Services
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Miscellaneous Business Credit Institution (6159), Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- Precious Metals & Jewelry Collateral Loans (FSAKALAC)
Keywords
Where Rupeek is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Rupeek business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Loan Facilitation Fees / Processing Fees: Rupeek facilitates gold loans through its partner bank network. It earns processing/ facilitation fees from lending partners for sourcing and processing loan applications. The company has also expanded to originate loans directly via its NBFC, Rupeek Capital (RCPL).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Gold Loan - lowest interest rates in the market with flexible repayment |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Rupeek product offering
Product offeringCore offering
Rupeek is an asset-backed online gold loan company operating a digital lending platform that enables customers to pledge gold jewelry for instant credit. The company facilitates gold loans through partner bank branches (Federal Bank, Indian Bank, South Indian Bank) and offers doorstep gold valuation via a mobile app, with OTP-verified loan managers visiting customer homes. Loans are processed in 30 minutes with minimal KYC documentation, no CIBIL score required, and gold stored securely in partner bank vaults under 100% free insurance from New India Assurance.
Product overview
Rupeek is an asset-backed digital lending platform offering gold loans as its core product. The platform operates through a hybrid model combining a mobile app and web portal with partner bank branches across India. The main product is the Gold Loan service, which enables customers to pledge gold jewelry for instant credit with doorstep pickup and return. Supporting modules include the Rupeek Gold Card (0% interest for 45 days), Shift Your Loan (balance transfer service), online repayment portal, and a mobile app. The company has expanded from core lending to include a credit card product and processes approximately 3 tonnes of gold monthly with technology-driven valuation and logistics.
Differentiator
Problem solved
Functional benefit
Brands
- Rupeek Gold Card: A gold-backed credit card product offering 0% interest up to 45 days.
Products and services
- Gold Loan Digital gold-backed loan service enabling individual consumers to pledge gold jewelry as collateral for instant credit, with doorstep pickup, 30-minute loan disbursal at partner bank branches, and loan amounts ranging from Rs 30,000 to Rs 1.5 Crores.
- Rupeek Gold Card
Quantifiable outcome
- First fintech in India to reach $1 billion in annual gold loan disbursement (December 2021)
- +4 more outcomes
Companies that use Rupeek
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Rupeek technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature4 records
Rupeek partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Federal BankcoreFederal Bank is one of Rupeek's primary lending partners for gold loans. Gold pledged by Rupeek customers is securely stored in Federal Bank vaults. Federal Bank is a key partner in Rupeek's hybrid-branch model enabling gold loans across India.
- Indian BankcoreIndian Bank serves as one of Rupeek's primary lending partners. Rupeek's partner bank branches include Indian Bank locations across India where gold loans are processed and gold collateral is stored.
- South Indian BankcoreSouth Indian Bank is a key lending partner in Rupeek's gold loan network. Gold pledged through Rupeek is stored securely in South Indian Bank vaults.
- The New India Assurance Co. Ltd.coreIndia's largest public sector general insurance company provides 100% free insurance coverage on gold ornaments throughout the loan process, including during doorstep pickup and transit to bank vaults.
- Larger Financial Institutions (Co-lending Partners)coreFollowing RBI's mandate requiring gold handling by regulated entities only, Rupeek secured an NBFC license and is pursuing co-lending partnerships with larger financial institutions alongside building its own direct lending capability via Rupeek Capital.
- FinhaatminorFinhaat is listed as a sourcing partner helping generate quality leads for Rupeek's gold loan products.
- Bajaj FinservminorBajaj Finserv Markets is a sourcing partner that drives customer acquisition for Rupeek's gold loan platform.
- MoneyTapminorMoneyTap is listed as a sourcing partner for Rupeek's gold loan business.
- MoneyMantraminorMoneyMantra serves as a sourcing partner generating loan leads for Rupeek.
- Tata DigitalminorTata Digital is a sourcing partner for Rupeek's gold loan products.
- Aditya Birla CapitalminorAditya Birla Capital drives customer acquisition for Rupeek's gold loan platform.
- AckominorAcko is listed as a sourcing partner and has also partnered with Rupeek for insurance distribution (Acko Drive).
- RuLoansminorRuLoans is a sourcing partner for Rupeek's gold loan business.
- RBI-Regulated Financial InstitutionscoreAfter RBI mandated that gold handling must be carried out only by employees of regulated entities such as banks and NBFCs, Rupeek pivoted to building its own loan book via its NBFC (Rupeek Capital) and pursuing co-lending partnerships with larger regulated financial institutions.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
Rupeek competitors and assessment
Company assessmentDirect peers
- Manappuram Finance: Major Indian listed NBFC with gold loans as its core vertical alongside microfinance and vehicle finance. Competes head-to-head with Rupeek in gold-backed lending, combining traditional branches with digital channels.
- Muthoot FinCorp: NBFC arm of the Muthoot Group focused on gold-backed lending with an extensive branch network. Closely comparable to Rupeek on product, customer segment, and regulated-entity model, though at larger branch and AUM scale.
- Muthoot Finance: India's largest gold loan NBFC, listed on NSE/BSE, with thousands of dedicated gold-loan branches and a multi-decade franchise. Directly comparable to Rupeek on asset class (gold-backed lending) and customer base, but with materially greater scale and balance sheet.
Broad incumbents
- IIFL Finance: Diversified Indian listed NBFC with a dedicated gold-loan vertical alongside home loans, business loans, and capital markets. Overlaps with Rupeek in gold lending but operates across multiple lending segments at much larger scale.
- Cholamandalam Investment and Finance: Listed Indian NBFC focused on vehicle finance, home loans, and SME lending. A broad incumbent in the regulated-NBFC lending space with comparable regulatory framework but limited direct overlap with Rupeek's gold-loan core.
- Bajaj Finance: India's largest listed NBFC offering a wide range of consumer and SME lending products, including limited gold-backed lending. Operates at vastly greater scale than Rupeek and competes for the same retail credit demand.
Emerging players
- Five Star Business Finance: Listed Indian NBFC focused on secured small business loans against property collateral. Comparable in secured-lending DNA and target customer (credit-thin SMB borrowers), though collateral type differs from Rupeek's gold focus.
- EarlySalary (Fibe): Indian fintech lending platform offering salary advances, personal loans, and Buy Now Pay Later products. Comparable fintech-led lending infrastructure, technology stack, and retail borrower focus, though not gold-backed.
- KreditBee: Indian digital lending platform providing personal loans and consumer credit to salaried and self-employed borrowers. Comparable digital-first origination stack and customer-acquisition playbook, but with unsecured rather than gold-backed credit.
- LoanTap Finance: Indian fintech NBFC offering personal loans, salary advances, and small-ticket credit products digitally. Comparable fintech-led lending model and target retail/SMB borrower segment, though not gold-backed.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights6 records
Customer concentration
Rupeek social profiles
Digital presenceRupeek compliance and trust
Trust signalCompliance2 records
Rupeek financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rupeek leadership team
Management profileNumber of profiles
Profiles7 records
Rupeek funding detail
Funding detailFunding overview
Funding rounds10 records
Investors22 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rupeek M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rupeek
What does Rupeek do?
Rupeek is an asset-backed online gold loan company operating a digital lending platform that enables customers to pledge gold jewelry for instant credit. The company facilitates gold loans through partner bank branches (Federal Bank, Indian Bank, South Indian Bank) and offers doorstep gold valuation via a mobile app, with OTP-verified loan managers visiting customer homes. Loans are processed in 30 minutes with minimal KYC documentation, no CIBIL score required, and gold stored securely in partner bank vaults under 100% free insurance from New India Assurance.
Is Rupeek a public or private company?
Rupeek is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rupeek founded?
Rupeek was founded in 2015. It employs 1,001 to 5,000 people.
Where is Rupeek based?
Rupeek is headquartered in Bangalore, India, in the Asia region.
How does Rupeek make money?
One revenue line is on record: loan Facilitation Fees / Processing Fees.
Who are Rupeek's main competitors?
Direct peers on record are Manappuram Finance, Muthoot FinCorp and Muthoot Finance. Broad incumbents are IIFL Finance, Cholamandalam Investment and Finance and Bajaj Finance. Emerging players are Five Star Business Finance, EarlySalary (Fibe), KreditBee and LoanTap Finance.
Does Rupeek have an API?
No public API is recorded for Rupeek.
What industry is Rupeek in?
Rupeek's product category is Digital Gold Loan Services. Its primary akta.pro industry code is FSAKALAC, Precious Metals & Jewelry Collateral Loans. Its NAICS code is 522 and its SIC code is 6159.