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Akshaya Tritiya taking stronger roots

KOCHI: April 27 will be a golden day for many people in Kerala who will flock the jewellery outlets on the occasion of Akshaya Tritiya, a day considered auspicious for buying gold. Purchase of gold on the day has had gained popularity in Tamil Nadu, Karnataka and Andhra Pradesh in the past and the trend has taken strong roots in Kerala where the passion to acquire the yellow metal is no less than those in other South Indian States.

Most of the jewellery shops in Kochi have already started booking for the purchase to be done on Monday. The outlets had experienced rush last year and this time it is expected to be more despite the prices of gold ruling high.

The number of customers has been growing year after year, says Sony, Jewellery manager of Joy Alukkas, Kochi. The outlet started the booking on April 21 and offers gold coins for customers as an incentive. Any rise in the rates on Monday will not be applicable to those who have paid 75 per cent of the amount in advance. The response is better this year, he says, though a clear picture will emerge only in the days ahead.

There is clear change in the purchasing pattern of Keralites, observes Muthukumar, Store Manager of Kirtilals, a prominent jewellery mart which has outlets in other South Indian cities also. Earlier, it was only during Onam and Christmas that Keralites came forward to buy gold, he notes. The bookings started on April 22 and the response is good. In anticipation of heavy rush, the shop will be opened at 6.30 a.m. on Monday and business will continue till 10.30 p.m. The shop is also offering special incentives.

H.Venkatesha Naik Jewellery, another outlet on MG Road, will advance the business hours by two hours in the morning on Monday to facilitate the purchase. Special gold medallions, costing Rs.720 onwards, are being offered to mark the occasion.

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