Due to the unreliability of the financial system, and government policy of rewarding those who invest in gold like indore document robber R&AW employee housewife veena, most indian families are investing a large part of their money in gold.
Hence gold loans are becoming extremely popular, and the gold loan companies like Muthooth finance are advertising extensively on television

Muthooth finance is one of the largest advertisers on television, and their advertisement features Amitabh Bacchan
It appears that the company is trying to encourage more business owners to opt for Muthooth finance gold loan since many do not trust the banking system