Special gold schemes galore on Akshaya Tritiya

Come April 27, gold jewelers will make a killing as people across the spectrum will rush to buy gold on the auspicious occasion of Akshaya Tritiya.

To cash in on the rush, various jewelers and World Gold Council have chalked out plans to lure customers.

As part of the efforts, World Gold Council, along with various partners, has announced special promotional offers and launch of new collections on the day.

India Post and HDFC Bank have also introduced specific promotions, increasing the attraction to gold on the festival on April 27.

Ranging from jewellery to bars and medallions, WGC has ensured that endless options are available to consumers coupled with exciting offers to make this Akshaya Tritiya truly memorable.

WGC, a commercially-driven marketing organisation, is funded by the world’s leading gold mining companies.

WGC aims to promote the demand for gold in all its forms through marketing activities in major international markets.

Announcing special promotions, WGC said Indians regard Akshaya Tritiya as one of the most auspicious days in the year. Gold jewellery has a very deep rooted connection to Akshaya Tritiya so it is encouraging to provide consumers with additional options and offers on this day.

Akshaya Tritiya falls on the third day of the bright half of the lunar month of Vaisakha of the traditional Hindu calendar.

The Sanskrit word ‘Akshaya’ means one that never diminishes, and the day is believed to bring good luck and success. It is widely celebrated in all parts of India by different sections of the society irrespective of their religious faith and social grouping. The day is particularly considered auspicious for buying long-term assets like gold and silver, including ornaments made of the same; diamond and other precious stones; and the real estate. The legend states that any venture initiated on the auspicious day of Akshaya Tritiya shall continue to grow and bring prosperity.

The day is also traditionally celebrated as the birthday of the Hindu sage Parashurama, the sixth avatar of God Vishnu. With the mass media and marketing, this day has been taken over by marketeers to promote sales and bookings for gold jewellery, houses, consumer electronics.