Indians appear to view investments in physical gold and gold ETFs differently. Traditionally, Indians are known to buy and hold investments in physical gold for years, even generations. Gold has been seen as a store of value and inflation hedge. But when it comes to Gold ETFs or demat gold, it seems to be a different story. Over the last 3 years (from December 2013 to November 2016) Gold ETFs have witnessed outflows in almost every month, and cumulatively an outflow of around INR 3000 crores. Due to the correction in gold prices globally and domestically over the last five