Jar

Jar allows users to start investing from as low as Re 1 and invests that money in digital gold.

Automatic, effortless saving per day. Start with just ₹10.

Rounds up spare change from transactions and invests in digital gold.

More than 95% of Jar's users are saving formally for the first time.

About 60% of users are from India's smaller cities and towns (known as tier-2 and tier-3 towns).

Jar reach over 35 million registered users across 12,000 zip codes.

Jar's default relationship with users is automated rather than high-touch: spare change from everyday transactions is swept into gold savings without active input, building a saving habit with minimal ongoing engagement required.

Jar's growth team segments users into cohorts based on signals like phone type, location, language, and saving patterns, then uses gamification and nudges to keep users saving in gold.

Jar names a specific Grievance Officer, Pankaj Parihar, as the point of contact for platform complaints, with an escalation path to mediation under India's Consumer Protection Act, 2019 if unresolved.

Jar provides users a phone helpline, WhatsApp support, and a dedicated 'voice of customer' email address (voc@changejar.in) for handling requests and feedback, alongside the named grievance officer for complaints.

Jar: Save Money in Digital Gold — app store listing for Jar's core savings app.

Jar has also been an early adopter of UPI AutoPay, a feature introduced by the Indian government in 2020.

Wealthtech startup Jar has made its foray into the e-commerce space with its direct-to-consumer jewellery brand, Nek, launched in February 2024.

Rounds up spare change from transactions and invests in digital gold.

Until last year, Jar functioned primarily as a distribution platform working with a third-party digital gold provider — essentially acting as a middleman. Since then, it has vertically integrated its operations.

The physical gold backing user balances is custodied by Brink's, a globally recognised vaulting partner, fully insured through ICICI Lombard, and independently audited by Vistra to verify holdings.

Jar vertically integrated away from being a pure distribution middleman by building its own in-house technology stack to purchase, store, and manage gold directly, rather than relying solely on a third-party digital gold provider.

Jar has raised more than $63 million in funding to date, most recently valued at over $300 million, from investors including Tiger Global, Tribe Capital, Rocketship VC, Arkam Ventures, and WEH Ventures.

Jar was founded in 2021 by Misbah Ashraf and Nischay AG.

The Gold is being offered for purchase by Safe Gold, and the User can also sell the Gold through Safe Gold. Digital Gold India Private Limited ("Safe Gold"), a company incorporated under the laws of India.

The corresponding quantity of gold in physical form will be storied with Brinks India Private Limited ("Custodian").

Safe Gold has also appointed a trustee ("Trustee Administrator"), and You agree to the appointment of such Trustee Administrator and the Custodian.

Jar earns a commission (around 2.4%) from gold service providers like SafeGold for each investment made by users.

Its total revenue across all business lines during that same period jumped to ₹24.50 billion (approximately $279.3 million), representing a forty-nine-fold jump from ₹500 million ($5.7 million) in the previous financial year (FY24).

Advertising & Marketing: INR 68.2 Cr in FY23, the largest single expense line.

Employee Benefits: INR 41 Cr in FY23, including Salaries, Wages & Bonuses of INR 23.3 Cr and ESOP expenses of INR 16 Cr.