Authors : Faseela C. K.; Rehna John M.; Suma Menon

Volume/Issue : Volume 11 - 2026, Issue 2 - February

Google Scholar : https://tinyurl.com/yk8jn552

Scribd : https://tinyurl.com/4uvxunjv

DOI : https://doi.org/10.38124/ijisrt/26feb612

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Digital gold platforms have emerged as a transformative innovation in the fintech ecosystem, combining the traditional trust in gold with modern technology to provide convenient, accessible, and scalable investment options. This study examines entrepreneurship in digital gold platforms, focusing on the opportunities available to entrepreneurs, the challenges they face, and the sustainability strategies adopted to ensure long-term business viability. Despite the growing popularity of digital gold, there is limited empirical research on the entrepreneurial dynamics that drive these platforms, particularly in the Indian context. To address this gap, the study employed a descriptive and analytical research design, collecting primary data from 150 respondents, including entrepreneurs, platform managers, and investors actively engaged in digital gold ventures. A structured questionnaire with a five-point Likert scale was used to capture perceptions on technological innovation, market potential, regulatory issues, trust and security concerns, and sustainability practices. Data were analyzed using SPSS, applying descriptive statistics, reliability testing, correlation analysis, and factor analysis to identify patterns and relationships among key variables. The findings reveal that technological innovation, market growth, and financial accessibility constitute the most significant entrepreneurial opportunities in digital gold platforms. Conversely, regulatory ambiguity, trust and security concerns, and competition from alternative digital investments are major challenges limiting adoption and growth. Sustainability strategies, including transparent pricing, ethical sourcing, investor education, and robust technological infrastructure, were found to be positively associated with opportunity exploitation and overall platform viability. The study underscores that entrepreneurial success in digital gold platforms requires a balanced approach that leverages opportunities while proactively addressing challenges and implementing responsible, ethical, and transparent business practices. These insights provide valuable guidance for entrepreneurs, fintech policymakers, and investors seeking to develop, regulate, or participate in digital gold ventures. The study contributes to the growing literature on fintech entrepreneurship by integrating innovation, market potential, risk management, and sustainability in the context of digital gold investment.

Keywords : Digital gold platforms, Entrepreneurship, Fintech, Opportunities and Challenges, Sustainability.

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