India, the world's largest gold consumer, celebrates Dhanteras, the biggest gold buying festival on Nov. 3 and Diwali, the most widely-celebrated festival on Nov. 5, when customers typically buy gold and other precious metals as a harbinger of prosperity.
"It's now an economical decision. The urge among consumers is to capture gold now than later as prices have continuously rallied upwards," Ajay Mitra, managing director of the World Gold Council India and the Middle East told Reuters in an interview.
Gold on the Multi Commodity Exchange (MCX) was trading at 19,446 rupees per 10 grams on Thursday, up 22 percent on year. The contract had struck an all-time of 20,028 rupees on Oct. 14.
"So far demand has been consistently strong, even the period of Shradh did not take away sheen of gold," said Mitra, referring to the inauspicious period, when Indians pay homage to ancestors and refrain from auspicious purchases or activities.
Mitra expects imports to breach 2007's record of 770 tonnes and rising to as much as 800 tonnes in 2010. He also expects the buying momentum to continue in 2011.
However, stocks of the yellow metal with jewellers have depleted because of strong demand, which could push premiums higher, Mitra said.
Banks, and jewellery shops, which are decorated with marigolds for the festival, are typically open till late evening on Dhanteras and Diwali day, when establishments witness highest footfall.
Gold is one of the regulated sectors in India and the federal government has allowed 23 state-run and private banks to trade in bullion at the wholesale and retail levels. Jewellers also sell coins and bars through retail outlets.