Yellow Metal was founded in 2020 with the purpose to transform the way people use their household gold in rural India. They believe they can monetize this gold mine for rural India to make their lives better. The first step in this direction is to enable Rural India with a simple gold loan in 30 minutes at their doorstep. The company's platform offers gold loans at minimal interest rates without hidden charges, and offers Whatsapp customer support, thereby enabling customers to utilize their idle gold to secure financial support at their doorstep.