Kerala - Kochi   

Open the doors to glittering prosperity

`Dhantheras', also known as `Dhantrayodashi', comes as part of Diwali. Goddess Lakshmi is worshipped during the festival to provide prosperity and well being. `Dhan' obviously means wealth and the festival is regarded as synonymous with the arrival of more fortunes.

Houses and the business premises are renovated and decorated in style during the festival. Innovative and colourful rangolis adorn the entrances. Burning lamps gives more elegance and grandeur to the whole mood. The festival has a great importance mainly in the lives of those who live in North India. With `Akshaya Tritiya' becoming hugely popular in this part of the world, `Dhantheras' is slowly exciting the Malayalis too, nowadays. It's regarded as a highly auspicious occasion to buy jewellery and the jewellers in Kerala are all set to welcome the customers who are vying to make this year's `Dhantheras', "something special".

"The inflow of customers have gone up in recent days and we expect a good response during the festive occasion this year," says Ramesh Pai of A.Geeripai Jewellers. He feels that with Diwali and Ramzan coming during almost the same period, the celebrations will be even brighter. There is certain amount of curiosity doing the rounds in the minds of the Malayalis and they are all gearing up to celebrate the occasion in style, feels he.

"Malayalis are quick to accept such celebrations and there are already enquiries coming up as Dhantheras is on the doorsteps. It's a festival that brings in prosperity and there is a festive mood all around," says Rinesh Chandy, Senior Manager of Josco Jewellers. Josco is one of the jewellers who has been part of the `Lucky Lakshmi Campaign' organised by the Gold and Jewel trade Federation. The winners of the contest have chances to win exciting prizes, including gold, costly instant prizes, gift vouchers and many more. "The response so far has been just fascinating and we hope to do further well in the days ahead," adds Rinesh.

Litto Davis of Jos Alukka and Sons - Alukkas Jewellery says that they have come out with special Lakshmi gold coins and Dasavatharam ornaments. "The interest in celebrating the event has been on a rise for sometime now and I feel the trend will be more visible in the years to come," says he.

Antony Francis Alapatt of Alapatt Fashion Jewellery feels that just like the trend where we have quite a number of "special days" to present gifts now, Dhantheras too is catching the attention of a large number of South Indians. "Though it cannot be compared to such events as, say Akshaya Trithiya, Dhantheras too making major inroads into the Malayali minds," says he.

"It's a special occasion to gift jewellery to those whom you really care for and there is always great demand for conventional jewellery as well as for rings, chains, pendants and bangles during such occasions. Dhantheras has found acceptance in Kerala too," says V.V.Ramakrishnan of Lakshmi Jewellery, Kodungallur.

Ramesh Pai believes that it all owes to the increasing level of faith in the minds of people. "Now, virtually everyone makes it a point to choose the auspicious time to build a house or even to buy a vehicle. So, the chance to bring in more fortunes will never be missed by any," reminds he.

Many feel that with the gold prizes going up, it's the right time to buy jewellery now. "Compared to the previous year, the gold prices are actually lesser now and the customers have enough reason to celebrate as a result," says a jeweller. With such an exciting occasion as `Dhantheras' coming up, what more could one ask, to go in for some attractive jewellery for that million dollar smile on the beloved's face?

Vijay George

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