MAM
We are not very advertising oriented; we are influencer oriented: NOFILTR’s Hitarth Dadia
Mumbai: NOFILTR Group is an influencer marketing agency that was conceptualised and co-founded by Sumedh Chaphekar. The agency saw the first light of dawn on 21 September 2017 when the marketing dynamics in India were undergoing a tectonic shift and social media had gradually begun to occupy centre stage, grabbing the spotlight. At that exact moment, Chaphekar hit the hammer on the anvil by signing with the first influencer and laying the foundation for the NOFILTR.Group.
By creating the enigmatic synthesis between influencers and brands, NOFILTR works towards intelligibly devising a network that enables the marriage of personal expression and thought-provoking content that has the ability to hook onlookers at every level of the marketing experience. In a nutshell, NOFILTR connects brands to influencers, who creatively connect with the brand’s target audience, by enticing onlookers with a plethora of services that include personal branding, content creation and curation, influencer marketing, brand collaboration, and campaign design, coupled with the total execution and analysis of the entire activity.
Today, NOFILTR.Group graduates beyond the capacity of a typical influencer marketing and management company. Apart from providing content creators with facilities like brand collaboration and management, content ideation, growth mapping, and production team support, NOFILTR invests in the dreams of content creators, helping them to make them a reality.
Presently, the company has exclusively signed up 39 content creators. Some of the names are Awez Darbar, Nagma Mirajkar, The Mermaid Scales (Krutika), Mr. MNV, and Aashna Hegde. NOFILTR.Group has also joined hands with celebrated YouTubers like Angry Prash and Funcho. The list grows as NOFILTR continues to mine for promising influencers who are on the verge of rising to their true potential.
Indiantelevision.com caught up with NOFILTR.Group partner chief marketing officer Hitarth Dadia. His role involves optimising business collaborations and creating a profitable entrepreneurial blueprint for the influencers collaborating with NOFILTR.Group. While driving profits for the company remains a mainstay, Dadia works closely with the creative departments and plays an instrumental role in charting out the detailed insights in public relations and branding for the influencers. Armed with foresight and a market-savvy streak, he invests in a dint of hard work, giving NOFILTR.Group the edge it has today. He joined NOFILTR.Group as a sales intern and advanced onwards into the role of a business development head before taking over as the chief marketing officer.
His accomplishments at NOFILTR.Group involve fruitful collaborations with international brands of repute. Some of these brands include Cadbury and Amazon Pay. While working with these brands, Dadia creatively coupled his insights in sales and marketing to garner the required traction for these brands on group media. He’s also worked extensively with reputed group media applications like Snapchat.
Born and brought up in Mumbai, Dadia received her education from a prominent convent school. Being an introvert, he later slipped into his comfort zone during his years at Somaiya College. Soon after, he graduated in banking and insurance from Mithibai College in Mumbai, where he experienced a monumental personality shift for the positive.
Dadia worked extensively towards overcoming all the blocks that would inhibit his growth. He worked at a multinational bank for a year to gain experience in the banking industry. Creativity took a back seat while working at the bank, but the experience helped him garner insight into the organisational hierarchy and structure.
Being an avid reader has worked to his advantage. His passion for non-fiction has enabled him to borrow all the positive attributes from the role models who we look up to today.
Excerpts:
On the market gap that was seen when NOFILTR launched in 2017
In 2017, there wasn’t much activity happening. There were a few people on a platform called AskFM. There were a few individuals who were gaining more than usual attention on social media. They were getting more and more relevant. What we understood is that brands do not understand getting people as influencers who are not traditional celebrities. Because of platforms like Instagram, we felt that these people would become more relevant. When we started, hardly any brands were interested in working with individuals who were not celebrities. But as time went on, awareness grew about the importance of influencers and things started building.
On the USP of NOFILTR
We are very focused. It is very easy to get distracted in this space. Technically, we are in the management and advertising businesses. Eventually, you land in the merchandising and brand-building business. Our focus is on incubating talented individuals who can be very effective influencers for brands. The focus is that if an individual is very talented, we will help that person. We are not very advertising-oriented. We are very influencer-oriented. We focus on what is best for talent. So let us say a brand is willing to pay a very high sum of money for an influencer, but it is not the right fit for the creator’s long-term goal and growth. We are not an ad company that does one campaign and moves on. We think long-term.
On the key learnings so far
There is no one formula. Influencer marketing is not about products. It is about human beings. There is no manufacturing blueprint. Every day will be different. Each influencer is different and highly opinionated. You have to make sure that an economy is built around them and not on them.
On the impact of covid
The first lockdown was a surprise in the grand scheme of things. We tried to figure out how to work through the new environment. Marketing was the first thing to take a hit. When you are trying to survive, you do not want to spend. But in the long term, when I retrospectively look at it, covid has sped up the industry. It was a very good thing for the industry. More people are focused on consuming their preferred content, and others are focused on creating their own content.
On the company’s outlook before partnering with an influencer
A bunch of things. First, we meet them to get an idea about how passionate they are. This is not conventional work. This is an extremely new space. You put your personality out there. We look at how willing they are to give it their all and how original they are not just in terms of content, but how true to themselves they are and how strong their identity is.
On the rising number of NOFILTR’s exclusive influencers
We started with four creators. Now we are at 40. We work with them exclusively. They create content in areas including entertainment, fashion, lifestyle, dance, comedy, etc.
On the influencer marketing’s trends
At least for the next 12 months, a lot of creators will become entrepreneurs. They will start on their own. Over a span of say five years, they have been interacting with brands. They have learned how to build their own brand and I think that over time you understand what you personally like, and prefer. They are themselves brands and I think that people are just to realise that. They are taking this space more and more seriously and are coming up with their own projects which are not just about ads or entertainment.
On the business model
We sign a creator who works exclusively with us. They create content. We help them with the business aspect of things like travel and business production. Doing this helps our creators put the best content out there.
On the recent work
For Diwali, we did a bunch of campaigns with companies like Gold and Coca-Cola. We have a NOFILTR Escapes division where tourism boards partner with our influencers. Influencers are taken to international destinations. This IP allowed creators to create content in different environments. The creators get to travel and create content. The tourism board gets more awareness. It is a successful IP that we have been working on for a while now. There are a bunch of projects in the works now. We will create IPs for our company and also creator IPs. We are working on three to four creator IPs and a bunch of IPs for the company. The creator IPs will leverage the skills of a particular creator.
On the platform Creator 21
Initially, we only worked with five creators. We just adopted them. This is not a conventional line of work. These are 18- to 23-year-old kids. We put in a lot of time, effort, and resources, and the creators succeeded. A lot of other creators wanted to sign with us. But giving so much attention to more and more people was not feasible. So we started another company to help creators with the business aspect of things. We help creators with their businesses and give them the tools to succeed. Brands want more and more influencers. If we also had more people on our roster, it would definitely help. The goal is to help more creators and access more brands.
On the hand holding that NOFILTR does with influencers, given that social media platforms keep tweaking their algorithms
Initially, two years ago, this was the case. The space was relatively new. Now it is a self-sustaining model where their circle can help them out.
On the goals set for 2023 by NOFILTR
There are a bunch of things. We want to make sure that we are helping as many people as possible in the content creation and self-expression space. We want to help the wackiest of creators. We have unconventional things in the works.
On the various metrics that companies use to check the ROI of influencer marketing
There are a bunch of things. There are KPIs and click-through rates. We do not work on deals like that. People will buy a product if it is good. We can give awareness of a product. We check the engagement level with a piece of content.
On the whitespace in tier II, III towns and cities
Vernacular content is growing in importance. This is usually the TG for a lot of FMCG and commercial brands. A lot of niches are forming in tier II and tier III audiences. Brands are diving deeper into assessing and targeting these grounds. People are becoming more aware of different sections of brands or different sections of the community.
On whether companies have misconceptions when it comes to influencer marketing
The situation today is much better in this respect. Earlier, people saw influencer marketing as being a product or a billboard. Today, that is not the case. If the influencer does not believe in your brand, they should have the freedom to choose. This aspect is also better. Brands do not usually focus on individuals who are extremely creative. They have to be creative, or else, you will not be relevant on social media. So brands should give influencers not just money but also creative freedom because they know their audience the best.
On what one needs to keep in mind when using social media platforms like Instagram for influencer marketing
You have to be very mindful when talking about things. You have to dive deep. You have to be aware. One creator has close to 25 million followers on Instagram, which is more than the city’s population. As an audience, you have to be mindful of who you follow. Watch enough 30-second videos and you will form an opinion. It is a good thing that Instagram is moving towards video. Video can tell better stories than pictures. It cannot be a one-sided conversation.
On the growing importance of short-form video in influencer marketing
This is a separate skill by itself. You have to be quick and very valuable when telling a story. Long-form allows you to tell a story and develop an intention, cause, and effect. We know that attention spans are going towards short forms. It is about getting a tiny gist or a teaser. It makes more sense for brands to put in more money and for platforms to put more resources into short-form content. It is still a little underdeveloped. Better storytelling can happen there. I am extremely excited to see where the short-form format goes in terms of storytelling. If you can tell a good story in 30 seconds, you are a legend.
On whether LinkedIn is playing a role when it comes to influencer marketing in the B2B space
It is an undervalued platform, if I am being very honest. For finding the right talent and the right team members, nothing has proven to be better than LinkedIn in the B2B space. If you have a project that requires multiple brands and agencies to be in the picture, the goal for us has been to use LinkedIn to find the right individual to talk to. LinkedIn has not been disappointing at all. It would be nice if more and more brands got involved. If brands were more accessible on LinkedIn, they would definitely find the right audience to promote their products. LinkedIn does have creators, but they are highly opinionated and entrepreneurial.
On the challenge of using Twitter, which has a lot of noise
Twitter and Reddit are examples of platforms that are highly opinionated. A lot of noise comes with that. People agree and disagree. You need to be more aware of navigating those platforms. Things can get real on Twitter, and things can get extremely useless as well. Creators have to be mindful of what is being put out. Twitter and Reddit, in the right hands, are beautiful tools. It can help you figure out the trends that will come here in the next three to four months. You have to follow the right kinds of conversations and that will tell you what will happen. These platforms can be indispensable. We offer suggestions based on these platforms. We know what they are going for.
On Elon Musk’s owning of Twitter
I am very excited about Elon Musk owning it. There are not a lot of billionaires who are relatable. Elon is extremely relatable. Platforms need a good shakeup every now and then for people to care about them. More people will take Twitter seriously.
On the expansion plans abroad
Our goal is not to be restricted to one domain in terms of platforms, countries, and culture. We want to bring in the best of every space and domain. We want to get better stuff to the crowd here. You cannot set stonewalls on the kind of content you consume or the things you read that are counterintuitive to cultural development. We want to get different perspectives here, and then people will form their niches and form their views on that.
On the potential of the Metaverse
We are working on projects in this area. We are in the initial stages of the Metaverse. It is going to lead to something else. People right now want to understand it out of FOMO. But if you dive deep, it is a beautiful place for identity and self-expression. You can be whoever you want to be there. In terms of self-expression, you will not be restricted to a particular domain.
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.
