One97 Communications Limited, that owns the brand Paytm, India’s largest digital payments company today announced that its set to offer 10 Cr worth prizes and free gold on Paytm Gold purchases during the ongoing festive season. On purchase of Paytm Gold, users can get assured extra gold worth upto Rs. 10,000 and also participate in lucky draw to win 10 times extra gold. In addition, 100 lucky winners stand a chance to win a 22K Gold pendants on Paytm Gold purchase. Recognizing the importance of gold in festive gifting, Paytm has also made gold gifting simpler & more exciting. Users can now select a theme card when gifting Paytm Gold to each other. Theme cards available include ‘Diwali’, ‘Bhai Dooj’, ‘Thank You’, ‘Birthday’, ‘Best Wishes’, and ‘Shagun’ among others. The company has also launched Augmont Gold as a new partner for Paytm Gold in addition to MMTC-PAMP. Nitin Misra, Senior Vice President – Paytm said, “This festive season we have incredible offers on digital gold & gold coin purchase for our customers. We have also partnered with yet another word-class gold refinery, Augmont, to bring 24K 999 purity gold that will very soon be redeemable as jewellery using the Paytm app.” The convenience of digitally buying gold on Paytm along with added benefits such as flexibility to buy gold for as low as Re 1, free insured lockers, real-time market-linked pricing and delivery across 25,000 PIN codes makes Paytm Gold an attractive gold buying and gifting proposition this festive season. This festive push for Paytm Gold is in line with the company’s vision of promoting instant and paperless gold saving methods. Paytm Gold has witnessed adoption across West Bengal, Uttar Pradesh, Maharashtra, Delhi, Karnataka, Tamil Nadu, Telangana, and Andhra Pradesh alongside others with more than two-third of the overall sales (70%) coming from tier II and tier III cities. It has also emerged as the largest digital gold partner of MMTC-PAMP contributing to 70% of its business share.