The Hindu : Karnataka / Bangalore News : An auspicious reason to buy gold

Online edition of India's National Newspaper
Monday, May 01, 2006

Karnataka

Karnataka - Bangalore

An auspicious reason to buy gold

Staff Reporter

It was a momentous occasion and the discounts on offer helped lure the customer

OH, THAT'S NICE!: Women checking a selection of jewellery at a shop in Bangalore on Sunday. — Photo: V. Sreenivasa Murthy

BANGALORE: A large number of people who thronged the city's glitzy, modern and the traditional jewellery shops on Sunday had a big reason to purchase gold.

It was "Akshaya Tritiya," a day considered sacred and auspicious, a day that meant a momentous occasion to make a new start.

The yellow metal ruled the showrooms, the conversations, the big banners and the streets, as the crowds of mostly women converged at the shops.

Some, who had booked in advance, were given special treatment by the jewellers, and had easy access to the sales staff.

The others awaited their turn, stuffed with cash and plastic cards. They had to buy something, at least an ornament to get the benefit of the day.

For the jewellers, business was brisk. Their sales hit the roof, some of them managing the profits of many months in a single day.

At shops in Chickpet, Balepet, Basavanagudi, Gandhi Bazaar, and on Avenue Road, Commercial Street, Dickenson Road, the shop owners had a tough time controlling the crowds. The discounts on offer at many shops only added to the crowd turnout.

The crowd reaction proved that despite all the modernisation and changes in the outlook of people, the importance given to auspicious days had not diminished.

`Muhurat'

People still waited for "muhurat" or the advantageous alignment of the celestial orbs to perform certain sacraments, to begin new ventures or to make specific purchases.

"Akshaya Tritiya", the third day of the bright half of Vaisakha masa is considered one of the four most auspicious days of the year much like Deepavali, Dasara and Gudi Padva.

All over India people celebrate marriages, plan new business ventures, pilgrimages and other events on this day. It is considered especially propitious to purchase jewellery.

The word "Akshaya" means that which never diminishes — hence new undertakings or valuables bought on this day are considered to usher in luck and success.

This festival has become a big annual event with the support of the jewellery traders, branded jewellery chains and banks. Especially this year as the Karnataka Gold Festival 2006 is coinciding with "Akshaya Tritiya", the day had only become more auspicious for the gold-conscious.

In other towns of the State as well, the day turned out to be a sell-out for the jewellers.

Choosing, negotiating and buying gold were the only mantras performed non-stop on the day, according to Sridevi, actress and brand ambassador of the Karnataka Gold Festival 2006.

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