The Golden Day.
The title sounds like an old English movie title right? Wrong! its about the day in which every one in the gold business from a basic gold smith to big jewelers to big banks sell gold coins and ornaments like hot idlis(cake is being replaced by idli to add to the local flavor!).
This golden day referred above is known as Akshaya Tritiya in India. The word Akshaya, a Sanskrit word, literally means one that never diminishes, and Tritiya refers to the third day of the bright half of the lunar month of Vaisakha. It is generally believed that any venture initiated on the auspicious day of Akshaya Tritiya shall continue to grow and bring prosperity. Hence, it is normal to see many of the new ventures, like starting a business, ground breaking for construction etc on the Akshaya Tritiya Day.
The most telling benefit out of this day is reaped in the gold business as people consider buying gold on this day to be auspicious. All the gold retailers go all out to promote this day and “Make money while the gold shines!”
“Buying gold should not be the only objective” states Rangarajan a Chartered Accountant by profession. “People should also utilize the day for doing a lot of charity, which would promote richness all around” he concludes on a philosophical note.
Does your wealth or gold really multiply? Well there is a mixed response for the question as people are not exactly able to state whether their wealth grew as a result of buying gold or other artifacts on Akshaya Tritiya day. “It worked for me” gushes Mrs.Shayamala a house wife “Initially I was not too keen on the idea as I thought it was just another marketing campaign unleashed on the unsuspecting consumers, but after buying it my husband got a promotion, we bought further jewels and property”. “All gods’ grace” she concludes with a wide smile.
Well there are also people who think they did not have a great year in spite of purchasing gold or items of significance. “You make your own luck no specific day can change things for you” states Mr. Siddharth on a pessimistic note.
Is there really some significance or are the retailers making money, “It is a belief that has been around for centuries” says Somil Shah Director, Sheetal Diamonds “We do a special pooja before we sell people gold ornaments or coins, We sincerely hope their wealth multiplies” he states earnestly before adding with a cheeky smile “After all if their wealth multiplies so will ours!”
Special offers from banks and other retailers have already started to flow. Post Tamil New Years day the Tamilians have little to celebrate till the next big festival like Krishna Jayanthi etc., so there is a tendency to celebrate in the given opportunity which also results in Akshaya Tritiya being celebrated with zest.
On the whole Akshaya Tritiya does manage to keep both the retailers as well as the consumers happy. In these trying times if the people have an occasion as well as a belief to celebrate why not?
