A survey partly financed by India’s Citizen Environment & Consumer Economy was conducted on 61,000 households as reported in LiveMint. The survey found out that nearly two-thirds of the households surveyed did not prefer to deposit their gold holdings with banks and roughly the similar size found that the interest rate of 2-3 percent given by the government was not enough.

It was also found that the three main motivations that drive people to hold gold are security (or capital conservation), scope of capital gains, and liquidity, in that order of importance.