India Celebrates Akshaya Tritiya: An Auspicious Day For Buying and Wearing New Gold Jewelry

The World Gold Council recently celebrated the most auspicious day in the Hindu calendar, “Akshaya Tritiya,” which fell on May 16. The festival is all about prosperity and it is believed that buying and wearing new gold jewellery on Akshaya Tritiya brings luck and success to an individual and his or her family. 

Since Akshaya Tritiya is considered an auspicious day for the buying and wearing of gold, there were several promotions and offers around the festival time at leading jewellery retailers across the county.

The World Gold Council initiated a vibrant point of sale exercise across 2,200 outlets across Mumbai, Delhi, Pune, Ahmedabad, Surat and Nagpur in multiple languages. This initiative was designed to increase the Akshaye Tritiya message and relevance to the consumer.

Together with the India Post, the World Gold Council launched a new gold medallion especially for the Akshaya Tritiya festive season. Consumers were offered a 6 pecent discount on purchase of these medallions during the Akshaya Tritiya period.

“The World Gold Council has been at the forefront for the uptake of gold in India and defining that gold is not only a sound investment but also an attractive ornament for women,” said Ajay Mitra, managing director – Indian Sub-Continent, World Gold Council. “Gold has tremendous significance in the context of India’s festivals, culture and traditions. Gold best represents prosperity and is welcomed and brought into the house just as Lakshmi, the goddess of wealth is welcomed into homes for luck and prosperity. As Akshaya Tritiya is an auspicious time for prosperity and new beginnings, it’s an apt time to buy, wear and celebrate gold.”

Over the years, Akshaya Tritiya has gained prominence as one of the most important festivals in India. It has moved from being only a South-specific festival to one that is enjoyed in all regions of India.