Muthoot sees 'silver' lining in Kabali; sells Rajinikanth coins

In what turns out to be the best way for monetising Rajinikanth's huge fan base, silver coins are selling like hot cakes. As the much-awaited movie hits cinemas, the demand for silver coins with Rajinikanth's image embossed on them issued by Muthoot Fin corp is gaining momentum. Speaking to CNBC-TV18, Keyur Shah, CEO-Precious Metals Business at Muthoot Pappachan, said the company has partnered with Kabali producers only to join the 'celebration' and Rajinikanth fans have already booked 100 kg silver coins.He is confident that Indians, being movie and sports-star crazy, can accept the concept of such merchandise if extended to other occasions and events as well. The silver coins, which come in 5 gm, 10 gm and 20 gm and 10 gm pendants, are being sold aggressively. In addition, Muthoot has brought other merchandise like T-shirts, mobile pouches, 3D posters, posters, Kabali statues, etc with Rajinikanth image on them.Meanwhile, Shah believes that buying physical silver and gold has been low; good monsoon would uplift rural demand going forward.