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Indians love gold and have so much emotional connection, afterall Indian households own 11% of total gold in the world But what you need to know is how malabar gold won just by understanding consumer emotions towards gold Malabar Gold was launched in 1993 in kozhikode, kerala by MP ahammed. The market was so competative and everyone was offering discounts that's when they launched a policy. That was zero deduction gold exchange policy which means they exchange your old gold for its full weight value without deducting any processing fees or charges consumers loved it as this policy was rare as many companies charged 2 to 5% of Gold's value By leveraging consumers emotions, malabar today ended up generating more than 38000 crores in revenue and are market leaders.