Dhanteras: Falling gold prices cheer up buyers

HYDERABAD: The falling gold rates are posing a delight for shoppers before Diwali. 'In the year 2011, the cost of gold was Rs 3000 per gram. Last year it was Rs 2,900 and now it is Rs 2,574,' informs G Madhusudhan, general manager at Kirtilals in Begumpet.

For Nikita Mangal, who has been married for two years, this ritual of purchasing a small amount of silver or gold on this auspicious day, that comes a day before Diwali is a must.

'Even if we don't purchase anything in one particular year, we do place all the silverware that we have and offer it to the goddess Lakshmi and lord Ganesh. It is mostly silver coins that are engraved with the gods faces,' explains the 24-year-old.

Just like Nikita, there are people who flock gold and silver jewellery stores to make an investment on this day 'Dhanteras which is being celebrated today this year. It is not a day as such but a few auspicious hours that began on Monday evening and will go on till today evening.

'We specialise in diamond jewellery and there have been bookings that started almost a week ago. And this too will be delivered in those auspicious hours,' he informs.

Along with Kirtilals, a number of other stores in the city too are decking up. It is only natural for one to assume that people may rushing into these stores. But the trend suggests otherwise.

'People have been pre-booking for a long time now. They come and decide what they want to buy. Then we go and deliver it to them during those auspicious hours,' explains Madhusudhan.

Though the prices have dropped, for people like Lalit Kumar Baid, it is the tradition that matters and not the price.

'For Jains it is very important to purchase silver for Dhanteras and gold for Akshaya Tritiya. It is not because of the prices or discounts, but it is a tradition and hence it is a must,' he says.

Jewellery shops as well as branded jewellery makers across the city are also offering huge discounts and offers to attract customers this festive season.

'There are no special making charges for jewellery that is purchased on this auspicious day. Apart from that the cost of gold at our store is Rs 165 lesser than the actual price as we follow the pricing that is standard in Chennai,' he informs, adding that people are booking gold and silver in advance here too.

And stores at this point come up with special offers and one such is ORRA. It has come with irresistible offers till October 27. Take home exquisitely crafted 18kt gold jewellery set with the finest Belgian diamonds, and walk away with assured 24 carat gold or silver coins absolutely free on diamond jewellery purchases above Rs 5,000.