Be it any occasion, Indians are very passionate about celebrations and when it's something auspicious, celebrations always attain a peak.
The day called Akshaya Tritiya is no different. According to Hindu mythology it is on the day of Akshaya Tritiya that the Treta Yuga commenced and the holy river Ganges descended to the earth from heaven.
Akshaya Tritiya is also traditionally revered to as the birthday of Parasurama, the sixth incarnation of Lord Vishnu. Malayalis have a special feeling for Parasurama as it's believed that it was Parasurama who reclaimed the land from the sea to create Kerala.
The word Akshaya means one which never diminishes. And hence it is believed that all investments made on this day appreciates and is an ideal day for marriages, for beginning new ventures and for buying gold and diamonds.
On the day of Akshaya Tritiya most of the jewellers in Kochi opens early enough so that the prospective buyers can conveniently shop and choose their favourite designs in gold and jewellery during the auspicious day. It's believed that purchasing or gifting gold on this auspicious day will shower prosperity throughout the year.
Though other precious metals have become equally popular, over the years, gold still holds sway when it comes to special occasions. This is because Indians associate gold with Goddess Lakshmi, the goddess of prosperity according to Indian mythology.
The same belief holds well in gifting gold to dear and near ones as part of religious festivities and celebrations. This year, P.T Antony & Sons Alappat Gold has their ‘Akshaya Tritiya Sowbhagyam Offer' to go with the Akshaya Tritiya celebrations. The offer, according to them is worth its weight in gold and is valid only on the day of Akshaya Tritiya.
To celebrate the occasion most jewellers have lined up a wide array of jewellery to match every taste and budget. Even though the gold prices are soaring by the day, the demand has never diminished.
And it is during occasions like Akshaya Tritiya that Malayali's growing passion for gold gets surfaced. As usual, this year too, there are great value offers on all kinds of jewellery.
Even though Akshaya Tritiya is celebrated in several parts of India from ancient times, it was only in recent years that this auspicious day began to be promoted as an occasion for buying jewellery. And today jewellers are gearing up weeks in advance to celebrate the occasion in a grand manner.
With the competition surging, the players concerned are also resorting to various marketing techniques. “Apart from huge collection of varied jewellery and amazing discounts, we have come up with the concept of ‘Dosham Free' jewellery especially for Akshay Tritiya”, says Ravi Mohandas of H Venkateha Naik Jewellery.
Most retailers in Kochi are offering free gold coins with every purchase subject to conditions. “We are offering a gold coin for every purchase worth Rs 10000. Besides showcasing a fabulous collection for the day we are also putting up wholesale price for all purchases”, adds Sajeev of Josco.
And as such, the higher the value of your purchase the greater would be the number of gold coins.