Prior to 2013, there was no professional way of selling gold in the Indian market, so customers had to go to NBFCs to pledge their gold. Customers used to receive 60-70% of the market value of gold from NBFCs. Customers used to lose their gold instead of taking it back because of the high interest rate. Prior to Attica Gold Company, only 30% of customers got their gold released and 70% lost in NBFCs. Customers can now get 98% of the market value of their gold from Attica Gold Company. Customers have begun selling gold instead of pledging, and even when customers pledge their gold, 80% of them receive their gold back.