MAM
Sweet success: How Apis is achieving its B2C goals through IPL
NEW DELHI: If a brand wants to reiterate its positioning or share new positioning; introduce a new product/service or range; induce high brand recall or saliency, the Indian Premier League (IPL) is the perfect platform for it. The cricket extravaganza attracts undivided attention from millions of fans across the country, on both television and mobile screens.
Homegrown brand Apis, a name to reckon with in organised honey trade in the country, took a cue from the above insight and decided to introduce itself to the pan-India audiences via IPL. The brand has partnered with Rajasthan Royals as an associate sponsor and is the leading headgear partner for the team.
Until 2015, Apis was mostly into B2B exports of honey and domestic private labels, but then it decided to foray into the B2C space as well. The nearly century-old brand – specializing in honey, tea, cookies, pickles, jam, dates, preserves – raked in Rs 102 crore in revenue for the fiscal year 2018-19.
Apis was keen on making its debut with IPL due to its mass viewership but had been unable to do so before because of the tournament’s timing.
“IPL has always been scheduled in the April-May period, which is not a key advertising season for brands like us. This year it coincides with our critical advertising period and we feel it is the right time for us to associate with the tournament,” said Apis CEO Pankaj Mishra.
The brand has planned a strong foray into the B2C space by leveraging IPL to create an impact on the minds of consumers, and thereby improve brand recall. “The goal of the collaboration is to strengthen brand value and recall by engaging with a vast consumer base. The brand logo on the team's helmet is aligned with the overall brand narrative of ‘Immunity Building’ being a necessity,” explained Mishra.
He went on to say that during the pandemic health has taken centre stage in everyone’s lives. As a result, people are rediscovering honey as an effective natural therapy, capable of reducing acute inflammation and boosting immunity.
The association of the honey brand with health benefits will be amplified with a 360-degree campaign and marketing mediums covering television, print as well as digital and social media platforms, he added.
To this end, the brand is holding contests on its socials and creating content to engage with the audience. It has also signed on for digital promotions across cricket affinity platforms like Hot Star, Cricbuzz and Gaana.com.
Simultaneously, Apis is working to release a TVC that will push the brand messaging. “The brand will spend 60-70 per cent of the marketing budget on digital media, followed by the other mediums of communication,” Mishra summed up.
He was of the view that the brand’s tie-in with the IPL will also generate a massive reach and exposure not only at home but in the UAE market also.
In the three years since its entry into the B2C segment, Apis has performed fairly well in terms of revenue, with the south Indian market being the strongest in terms of performance. Hence, the partnership with Rajasthan Royals was in aid of making a strong impact across various regions.
On the back of strong consumer response, the company added four new categories to its product portfolio – Apis Fruit blast, Jams, Apis Pickles, Apis Preserves, and recently, Apis soya chunks during the last two years. It has plans to introduce more products in the coming years.
Delineating the overall objective, Mishra said: “The brand has plans to clock Rs 200 crores this fiscal. In spite of being the lean season, the first half of the fiscal has delivered good numbers and we expect a stronger operational performance. Now, as we are entering the higher consumption cycle for our product categories, we are planning new launches, thus adding on to the top line.”
Apis’ association with the IPL is a smart move but the brand has to be very focused towards measuring the RoI. “Our aim is to gain an increase in brand awareness, increased engagement, brand loyalty and trust, which will thus get converted to sales. We will measure success on the basis of our increase in followers, engagement rate, reach, and impressions on social media. These marketing activities would help us in the sales of our products,” Mishra stated.
As per media reports, the honey market in India was worth Rs 15,579 million in 2018, registering a CAGR of 10.9 per cent during 2012-2018. The market is further projected to reach a value of Rs 28,057 million by 2024, at a CAGR of 10.2 per cent during 2019-2024.
An Apeda report stated that honey exports from India grew 19 per cent year-on-year in 2018-19 to 61,333 tons, valued at Rs 732.16 crore. In 2019-2020, the country exported 59,536.75 tons of natural honey to the world for the worth of Rs 633.82 crores.
Gold has evolved from a traditional family heritage to one of the most effective instruments for high-speed liquidity in the rapidly changing financial world of 2026. With 22K gold prices remaining stable at ₹14,440 per gram and 24K gold hitting ₹15,752 per gram as of February 21, 2026, the Indian gold market is seeing a historic increase. A rather small quantity of jewels can now unleash significant cash due to their increased worth.
Finding the best gold loan, however, takes more than simply visiting the closest branch because there are several banks and NBFCs (Non-Banking Financial Companies) vying for your business. It necessitates a strategic grasp of how lenders set their product prices. The cost of borrowing in 2026 is no longer a “one-size-fits-all” number; rather, it is a variable that depends on your loan amount, the state of the market, and particular regulation slabs. You may make sure that you leverage your gold holdings at the best gold loan interest rates by taking a methodical approach.
Recognise the Tiered LTV Framework for 2026
The Reserve Bank of India’s (RBI) introduction of tiered Loan-to-Value (LTV) criteria is one of the biggest changes. Depending on your unique financial needs, this policy directly affects which lender can provide you with the best gold loan.
The LTV limitations for 2026 are set up as follows:
- Loans up to ₹2.5 Lakh: 85% LTV eligibility
- Loans up to 80% LTV are eligible for those between ₹2.5 Lakh and ₹5 Lakh
- Loans over ₹5 lakh are eligible for up to 75% LTV
You must match your borrowing with these levels to determine the lowest gold loan interest rate. Because there is less risk involved, a lender may frequently give a cheaper rate for a 75% LTV plan than for an 85% LTV plan. Choosing a lower LTV bracket is a tried-and-true method to get the finest gold loan conditions if you don’t require the highest amount of cash on hand.
Compare the Offerings of Banks and NBFCs
The best gold loan is determined by your preference for quickness or cheaper cost. The service and pricing differences between ordinary banks and specialised gold lending NBFCs have grown.
Public and Private Banks: The interest rates on gold loans offered by public and private banks are often the lowest on the market, frequently beginning as low as 8.75% to 9.50% annually. Borrowers seeking a long-term or overdraft-like facility who already have a savings account will find it appropriate.
NBFCs: They are the industry leader in offering a genuine, rapid gold loan experience, even if their interest rates may be a little higher than those of banks. They are frequently the best gold loan option for urgent needs when speed surpasses a 1% yearly cost difference, thanks to doorstep services and quick disbursals.
Make Use of Purity’s Power
The most potent “multiplier” in your loan computation is the karat of your jewellery. Lenders have shifted to highly standardised assaying procedures. Declaring high-purity materials helps you get a higher valuation and a better loan amount.
Make sure you are offering hallmarked jewels in order to receive the best gold loan. Because the collateral risk is essentially zero, hallmarked gold (BIS 916) lowers the lender’s uncertainty during appraisal and frequently enables them to provide a more alluring gold loan interest profile.
Consider the Mode of Repayment
The best gold loan is one that doesn’t negatively impact your monthly cash flow. Below are a few repayment options you may consider:
- Bullet Repayment: At the conclusion of the term, which is usually 12 months, you pay the whole amount. Although the cumulative interest cost of the gold loan may be somewhat greater, this is great for short-term liquidity.
- Monthly Interest Payment: You just pay the interest each month; the principal is paid at the end. As a result, the monthly burden is minimal.
- EMI (Principal + Interest): The most organised approach to loan closure is through EMI (principal + interest), which progressively lowers your principal and, as a result, your overall interest expense.
Use a computerised gold loan calculator to determine which option delivers the biggest savings before you sign the contract. Even a 0.5% change in the repayment schedule might save you thousands of rupees on a big loan in the expensive year of 2026.
Be Aware of Unexpected Fees and Penalties
High administrative costs can occasionally be concealed by a low headline interest rate on gold loans. Searching for the finest gold loan requires you to consider the “Total Cost of Credit.”
- Processing costs: For loans up to ₹3 lakh in 2026, several banks provide “Nil” processing costs.
- Make sure valuation fees are clear and do not represent a portion of the loan balance.
- Prepayment and Foreclosure Penalties: You shouldn’t have to pay a large penalty if you decide to end your gold loan early.
- Late Payment Fees: Examine gold loan interest “steps up” if you fail to make a payment. Some lenders charge 2% monthly punitive interest on the past-due balance, which can easily get out of hand.
Conclusion
Finding the greatest gold loan in 2026 requires striking a balance between the historic worth of your gold, i.e., ₹14,440 per gram, and a lender who understands your desire for quickness and transparency. You may make sure that your gold is a bridge to your financial objectives rather than a burden by comparing the tiered LTV brackets and selecting a repayment schedule that corresponds with your income. The knowledgeable borrower usually prevails in a market where gold loan interest rates are more competitive than ever. Spend some time evaluating at least three lenders, confirming that they are in accordance with the RBI as of 2026, and confidently discovering the actual worth of your assets.
FAQs
How much can I borrow in gold today, per gram?
The maximum credit amount for loans under ₹2.5 lakh (85% LTV) is around ₹12,274 per gram as of February 21, 2026, when 22K gold is valued at ₹14,440 per gram. Make sure your decorations are made of pure gold with minimal stone deductions to receive the greatest gold loan value.
Does my gold loan interest rate depend on my credit score?
In general, no. The majority of lenders offering a quick gold loan do not significantly rely on your CIBIL score because it is a secured loan. However, with certain private banks in 2026, having a solid credit history might help you get greater loan amounts or “preferred” gold loan interest rates.
How can I figure out how much interest is due on a gold loan?
The straightforward calculation is as follows: Principal x Annual Rate x Tenure (in years). Many lenders include a best gold loan calculator on their smartphones for a more accurate 2026 figure. This tool automatically adjusts for your selected repayment method and particular LTV tier.
In 2026, would I be able to obtain a gold loan for 18K jewellery?
Yes, most lenders accept 18K gold. However, the interest rate on the gold loan and the value per gram will be different because the purity is 75% as opposed to 91.6% for 22K. Before using the current market cost of ₹14,440 per gram, lenders first convert your 18K weight into a 22K equivalent.
If I close my gold loan early, will I be penalised?
Prepayment penalties are not imposed by the majority of respectable lenders providing the best gold loan in 2026. However, if you end the loan nearly immediately after disbursement, some may demand a minimum interest payment of seven to fifteen days. Verify your agreement’s “Foreclosure” clause at all times.
