Akshaya Trithiya was never related to the purchase of gold, at least in my circle while I was in school and even later. Legend has it that any endeavour initiated on this ‘auspicious' day prospers.
It is also believed that if you do charity on this day, you will be blessed.
However, over the last few decades, many have considered it the most propitious day for buying the yellow metal, and the jewellers, taking advantage of this sentiment, use their marketing gimmick to lure consumers.
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I was surprised to hear a few instances recently, which made it clear that consumers' faith was exploited by the jewellers.
As it would be crowded on the day of Akshaya Trithiya, my friend went to a leading jewellery shop in the city, the previous day itself. She chose a diamond earring, verified the price, and left it at the counter agreeing to pick it up the next day.
Nevertheless, she was in for a rude shock the next day when she was informed of a price almost twice the amount mentioned earlier. When she questioned the huge difference within a day, she was told that the price tag was older, and that they had forgotten to remove it. My friend protested to this as the rate was orally confirmed by the sales girl. But, no one paid heed to her, and my friend walked out of the shop without buying the earring.
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However, that was not the case with many others. When someone I knew faced a similar situation, she was compelled to shell out an enormous amount in excess to buy the ornament as she strongly believed that misfortune would befall her if she went away without purchasing.
It is this belief, in addition to insatiable desire for gold that is being exploited by the jewellers.
There are three vital issues I would like to highlight here.
Firstly, though we are entitled to follow our beliefs and customs, we should remember not to turn a blind eye to reality. It is imperative that we fight for our rights.
Secondly, while buying gold, check for quality. BIS-Hallmarked jewellery is supposed to be of superior quality, and aims at providing third-party assurance to consumers on the purity of gold.
Thirdly, insist on a bill while purchasing gold. Many jewellers, especially in smaller establishments, tell us that the price could be reduced a little if a bill is not raised, as we may be taxed if a receipt is provided.
Most of us fall prey to this, not knowing this could land us in trouble later.
For mutual benefit, it is important for jewellers to act conscientiously and consumers to be aware.
(The writer works with CAG, which offers free advice on consumer complaints to its members. For membership details/queries contact 24914358/24460387 or >helpdesk@cag.org.in )