Indian fintech company Jar has reached profitability by helping millions of first-time savers invest in digital gold through its app. The startup focuses on low- and middle-income users, particularly in smaller cities and towns, offering gold as an accessible and culturally familiar way to save. Users can start investing with as little as ten rupees a day, lowering the barrier to entry for financial inclusion.
As of September 2025, Jar has over 35 million registered users across the country, with nearly 60% coming from tier-2 and tier-3 cities. Remarkably, over 95% of these users are saving formally for the first time. The company’s revenue has grown dramatically: operating revenue in the past fiscal year reached approximately 2.08 billion rupees, a ninefold increase from the previous year, while total revenue across all business lines soared to 24.5 billion rupees, marking a forty-nine-fold increase.
Jar generates revenue through digital gold transactions, jewelry sales via its Nek platform, and fees from third-party partnerships. The Nek platform, which offers gold, silver, diamonds, and lab-grown diamond jewelry across 8,000 locations, has crossed one billion rupees in annual revenue.
The company has been profitable after tax for the last two consecutive quarters and is reportedly preparing for an initial public offering next year, engaging investment bankers in anticipation. Jar’s success reflects a combination of innovative fintech solutions, cultural resonance, and strong adoption in underserved regions, positioning it as a leading player in India’s growing digital savings market.
