Augmont, a leading digital gold trading platform, is set to file its DRHP with SEBI by the end of July 2025. The company will raise INR 1,000 crore through its upcoming IPO — a combination of fresh issue of shares and Offer for Sale (OFS) by existing shareholders.
This is a big milestone in Augmont’s journey from a bullion refiner to a multi-faceted player in the gold-tech ecosystem. Industry experts see this IPO not just as a fund raise but as a strategic move that will heat up competition in India’s digital gold and sustainable jewellery space.
Augmont IPO: Fresh Capital & Partial Exit
Some market reports signals that the INR 1,000 crore issue will be split into two parts:
- Fresh Issue: Proceeds will be used for technology upgradation, geographical expansion, launch of new services and strengthening customer reach.
- Offer for Sale (OFS): Allows current investors to partially exit and unlock value.
The issue will be managed by three top investment banks: JM Financial, Motilal Oswal and Nuvama Wealth as book running lead managers.
Business Diversification: Beyond Digital Gold
Founded with a strong base in digital bullion trading, Augmont’s business now includes:
- Gold refining
- Bullion trading
- Gold-backed loans
- Digital gold for retail and B2B clients
- Jewellery investment products
Augmont services retail, corporate, and banking clients across both online and offline channels, making it one of the few integrated gold players in India.
Competitive Landscape: SafeGold & MMTC-PAMP in Sight
In the digital bullion space, Augmont faces competition from:
- SafeGold: A fintech-centric, mobile-first player with strong B2B partnerships.
- MMTC-PAMP: A JV between MMTC and Switzerland’s PAMP SA, widely trusted for refining and storage.
While these rivals have strong brand equity, Augmont IPO and recent diversification may help in positioning if the company uses the funds to invest in tech infrastructure, customer experience and supply chain optimisation.
Strategic Expansion: Foray into Lab-Grown Diamonds
In March 2025, Augmont further diversified by entering the lab-grown diamond (LGD) space with its new brand Akoirah, signalling a broader vision to become a leading player in ethical and sustainable jewellery.
According to Director Ketan Kothari, “Lab-grown diamonds are the future for a nation like India… customers trust us for transparency, innovation and the fact that we offer buyback for all our gold and now LGD products too.”
Akoirah will combine Augmont’s gold expertise with:
- 100% recycled gold
- Responsibly sourced LGDs
- Competitive pricing
- Omni-channel retail strategy
- 100-store expansion plan across India
Priced at just INR 5,000, Akoirah targets aspirational and budget-conscious customers, differentiating itself in a space dominated by start-ups and hesitant legacy brands.
Digital Gold Market: Growth Galore
Industry data shows the explosive growth of the Indian digital gold market:
ndustry data highlights the explosive growth of the Indian digital gold market:
| Year | Market Size (INR Cr) | Growth Rate |
|---|---|---|
| 2020 | 2,100 | — |
| 2022 | 5,800 | 176% |
| 2025* | 12,000+ (Est.) | ~107% |
This is the window of opportunity for Augmont to go public. With increasing demand for transparent, digital-first and sustainable jewellery offerings, the company will benefit from market momentum and investor appetite.
Investor Takeaway: Fintech-Goldtech Hybrid with Long-Term Potential
Augmont IPO offers investors a mix of:
- Strong fundamentals in gold
- Growing digital gold user base
- Tech-led business model
- Forays into ethical jewellery via LGDs
- Clear use of funds for value creation
In an industry plagued by opacity and inefficiencies, Augmont stands out for its transparency, digitisation and customer-centric innovation.
If the IPO is priced right, it could be a long-term value play — especially for those who see the convergence of fintech, digital assets and ethical consumption in India.
Conclusion
With an INR 1,000 crore IPO in the works and a vision that spans gold, fintech and sustainability, Augmont is not just filing a DRHP — it’s filing for future leadership in the jewellery economy. The next few months will tell if institutional and retail investors agree.
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