Despite sky rocketing prices women will be thronging the shops to buy the yellow metal this Dhanteras
Sugar free mithai and foreign chocolates have replaced the conventional sweets and salty snacks made at home while hassle free candles are lighted as a substitute for the customary oil lamps. However there is still one tradition that remains an all time favourite inspite of the soaring prices and that is buying gold or silver on the auspicious day of Dhanteras. Bringing the yellow metal on the first day of Diwali is considered very auspicious as it ushers prosperity all through the year. This year Dhanteras falls on the 16th of October.
The strong bond and attraction between gold and women has been age-old. Actually gold ornaments were gifted by parents during their marriage as Stree-Dhan, as an asset to bank upon during hard times. Buying gold on the auspicious day of Dhanteras is followed traditionally in north India and also in the west of the country but in the recent times, the trend is religiously followed throughout the country.
On Dhanteras purse strings loosen to buy gold, silver and diamond. “White salaried like us cannot afford buying new ornament every year as there are many Diwali expenses like gifts and clothes. So the next best option is to swap the old jewellery and add value to it with a little buy as add-on, but we strongly believe that buying gold ushers prosperity to the family and never let go of this tradition” gushes Mona Chaudhury, a homemaker.
Women love buying jewellery under any pretext and during Diwali the demand reaches its peak. Earlier the status of a woman was gauged by the weight of the gold she was wearing, but not anymore due to unaffordable prices and increasing thefts. But when it comes to the customary Diwali Shagun, nothing can stop the purchase of gold.
With the impending festival of Dhanteras, jewellery shop owners are anticipating big business and are introducing new offers and schemes to lure customers. Even the private and public sector banks are busy peddling gold coins hoping to cash in on the festive enthusiasm.
“With the surging price of gold, people are ordering lightweight gold jewellery as it costs less than the heavy ornaments. Usually there is a big rush during Diwali and especially on Dhanteras.To attract more customers we always design some exclusive and unique designer collections with tempting discounts and offers” said Sanjay Sethi, a city-based jeweller.
On Dhanteras, people also buy silver in the form of coins, utensils or some jewellery if gold is beyond their budget. It is also strongly believed that buying utensils increases wealth and prosperity to the family. People in business also buy metallic oil lamps to flourish there business and bells to bring in peace.
“Buying gold is in fact a good investment and is considered lucky as well as a family trend so no matter what the rates are this Dhanteras, we will be investing in gold as well as a few utensils” said Itishree Rath, a government employee.
According to our mythology, Dhanteras is spent in worshipping Lord Yama to provide prosperity and well being. May this Dhanteras bring a lot of prosperity and happiness in the lives of all the readers of OdishaLIVE. Happy Dhanteras and a very happy Diwali.
(Aditi is a freelance writer and pursues interest in the area of social issues)