Fellocraft Research · Dashboard 2 of 7

Who's in the Market, and How They're Measured

Eleven brands compete for Indian gold loan search visibility across four distinct strategic archetypes. Pure-play NBFCs own 67% of category organic traffic despite holding only ~50% of lending share. Banks have authority without content. Fintechs have agility without scale.

Pure-play NBFCs

Gold loan is the business

66.9%

of category organic traffic

Muthoot Finance1.45M

Manappuram828K

IIFL Finance338K

Rupeek33K

Scale and specialization win. Four brands (three NBFCs + one fintech) combine for 2.35M monthly visits — more than the other 7 brands combined.

Banks

Gold loan is one product

16.4%

of category organic traffic

HDFC Bank345K

ICICI Bank176K

State Bank of India47K

Axis Bank27K

All four banks have Authority Scores of 68+, yet their combined gold loan organic footprint (596K) is less than Manappuram alone. Authority without content doesn't compound.

Aggregator + Diversified

Gold loan is a side-bet

7.9%

of category organic traffic

BankBazaar147K

Bajaj Finserv117K

Shriram Finance12K

Bajaj and Shriram together have ~₹43 lakh crore in book size but 129K combined gold loan organic — roughly 8% of Muthoot's. The diversified model dilutes category authority.

Brand-by-Brand Digital Footprint

April 2026 · India · Semrush PagesV2 (keyword-attributed) for pure-plays + IIFL + HDFC/ICICI .bank.in; clickstream Top Pages for bank .com, BankBazaar, Bajaj, SBI, Axis, Shriram.

Brand	Category	Gold Loan Organic	Keywords	AI Visibility	Authority Score	24-month Δ
Muthoot Financemuthootfinance.com · 4,967 branches	Pure-play NBFC	1,453,826	69,733	77	61	−55%
Manappuram Financemanappuram.com · 4,044 branches	Pure-play NBFC	827,912	54,032	59	52	−20%
HDFC Bankhdfcbank.com + hdfc.bank.in	Bank (subset)	345,204	~6,200	57	71	−6%
IIFL Financeiifl.com/gold-loans · 2,800 branches	Gold-centered	337,789	13,787	62	61	−7%
ICICI Bankicicibank.com + icici.bank.in	Bank (subset)	175,908	~3,000	40	68	−5%
BankBazaarbankbazaar.com/gold-loan.html	Aggregator	147,306	—	53	76	−8%
Bajaj Finservbajajfinserv.in · 73 gold pages	Diversified NBFC	116,644	—	69	91	+1%
State Bank of Indiasbi.bank.in	Bank (subset)	47,071	—	71	99	−15%
Rupeekrupeek.com	Fintech	32,932	1,014	31	38	+16%
Axis Bankaxis.bank.in	Bank (subset)	27,276	—	—	—	n/a
Shriram Financeshriramfinance.in (gold loan only)	Diversified NBFC	12,278	2,864	68	59	−10%

Traffic figures are the gold-loan-specific slice of each brand's domain; measured via keyword-attributed PagesV2 Top Pages where the full intent-split is captured, and clickstream Top Pages (Semrush browser panel) for brands where PagesV2 exports were unreliable. Authority Score and AI Visibility are domain-level (not gold-loan-filtered). HDFC + ICICI combine their .com and .bank.in gold loan traffic following RBI's October 2025 domain migration deadline.