Wednesday, 11th May 2005 (4165 views)

Gold jewellers in India are preparing for a special Hindu festival which celebrates the power of gold.

Akshaya Thrithiya, which the World Gold Council is promoting, is an ancient religious festival on which it is customary to buy gold to reward good deeds. Where once it was restricted to an elite group, the majority of Hindus now observe the day.

To mark the special day, Indian jewellers have announced special discounts and promotions for customers, the New India Press reports.

Several jewellers are offering five per cent discounts on credit card purchases, whilst most jewellery shops carry displays of gold coins and pendants.

"Gold is what most people buy on Akshaya Thrithiya since it is what they hold dear to their heart," said Hashim, managing director of Bombay Jewellery.

The festival marks several different important events in Hindu mythology, including the wedding day of the goddess Meenakshi.

 

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