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This belief that gold attracts good fortunes makes families purchase jewellery, coins, or gold bars during this period…
Digital Desk: The four days of Diwali begin with Dhanteras, and for believers of good beginnings in India, Dhanteras itself is highly important. This day is celebrated with the meaning of ‘Dhan’ (wealth) and ‘Teras’ (thirteenth day), and this day is auspicious for buying gold and other metals. Buying gold on Dhanteras Day has been one of the strongest trends, which has its roots in ancient Indian culture and is supported by contemporary consumerism culture.
Earlier, the people used to purchase gold for the purpose of welcoming goddess Lakshmi home on Dhanteras. This is because to the people of India, gold is associated with wealth, solidity, and money. This belief that gold attracts good fortune made families purchase jewellery, coins, or gold bars during this period.
This day is considered auspicious for purchasing gold, silver items, and utensils. This year, the Dhanteras Puja muhurat commences at 7:00 pm and concludes at 8:50 pm. According to tradition, making purchases within these specific times will bring good fortune and financial stability.
Nowadays, the tradition has transformed into a trend due to certain factors like economic development, stable income, and the availability of various types of investment opportunities. Even millennials and Gen Z, not as traditional to the idea, have also felt that gold is secure and should be invested as a fixed deposit. Yes, today’s generation can easily participate in the ritual because gold is easily available in smaller amounts as well as through digital gold investment.
People, especially retailers, jewelers, and e-commerce businesses, take full advantage of Dhanteras to lure consumers and provide exciting offers as well as designs for different age groups. It’s an aspirations guide. Social media popularizes gold consumption through influencers and celebrities advocating the occasion and sharing their purchases.
Therefore, the tradition of purchasing gold on Dhanteras has been passed on from generation to generation, modernizing itself as per the current trends and needs. For the same reason, while for people it is a symbol of celebration of a festival, for the merchants it symbolizes an ornament for life or for investments.
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