Right for the occasion

GLITTERING MOMENTS

On this day, married women perform Savitri Puja under a banana tree. Unmarried women observe Rambha Vratham seeking blessings for a harmonious marital relation, well-being and prosperity.

This occasion also owes its significance to Rambha, the Apsara, who symbolically represents feminine loveliness and amiability and is also one of the 14 gems that came out from the ocean during Samudra Manthan or churning of ocean. This is a significant occasion to worship Goddess Lakshmi too. It is also a practice to buy gold during this day as it is seen as welcoming Goddess Lakshmi into their homes.

There is huge significance and importance for gold in this country. Strengthened by time, kindled by divine intervention and reinforced by common preferences across diverse communities, gold is an all-pervasive metal. Gold is worn, bought and stocked up the most during festivals. People believe buying gold during festival brings in luck and prosperity.

The shine of this auspicious metal and its acceptance is reflected in all Indian festivals.

Raksha Bandhan, ‘reflects’ a bond that a sister and brother share and this sentiment is traditionally celebrated with gold. Akshaya Trithiya, celebrated across India, is an important festival that radiates a exotic sentiment making it the best time of the year to buy gold. It is also considered as one of the most sacred days of the year.

On Akshaya Trithiya, jewellers keep their shops open well into twilight for the buyers. Hindus believe that Akshaya Trithiya is a special day on which buying even a small amount of gold could make a big difference. During Navratri, people are known to buy new clothes and jewellery to match their outfits. The last day of Durga Puja and Navratri is celebrated as Dasara, a day that commences both the victory of Goddess Durga and that of Rama.

Celebrated across the country for different reasons, people buy gold on this day.
Karva Chauth is a day when women observe fast for the welfare and long lives of their husbands. Fasting wives and daughters-in-law on this day receive gifts from their husbands and mothers-in-law. And gold is one of the best gifts for this festival. Dhanteras is another important festival when people buy gold. Many people believe in making investments, buying gold and starting new ventures on this day. In several religious ceremonies, gold is used during the puja. On Dhanteras, the goddess of wealth, Lakshmi is worshipped by the family.

Family members gift gold coins to their friends and relatives on this day.

Gold jewellery has been treasured, sought after and coveted since the beginning of Indian history and till date, bears extraordinary significance during festivals. No festival is complete without gold.