Gold loans have emerged as one of the most convenient and accessible sources of short-term finance in India. With increasing financial needs and demand for quick credit, gold loan services have gained significant popularity among consumers. The present study examines the awareness and perception of gold loan services offered by Muthoot Finance among consumers. The study is based on primary data collected through a structured questionnaire from respondents belonging to different age groups, occupations, and income categories.

The findings reveal that gold loans are highly preferred because of quick processing, minimal documentation, and easy accessibility of funds. Businessmen and middle-aged consumers constitute the major customer segment. Television, newspapers, magazines, family members, and financial representatives are identified as important sources of awareness. The study further reveals that the majority of respondents are satisfied with the services offered by Muthoot Finance and are willing to recommend the services to others.

The study concludes that gold loan services enjoy a positive perception among consumers, although concerns related to interest rates and awareness among certain groups still exist. The research offers practical suggestions for improving customer awareness, service quality, and consumer satisfaction.