Ushering glory & prosperity this Akshaya Tritiya
What could one possibly write on Akshaya Tritiya apart from the fact that gold is a safe investment at whatever time you wish to buy it?
Akshaya Tritiya, the festival of prosperity and good fortune, is synonymous with gold shopping today. The word "Akshaya" means 'never diminishing' in Sanskrit and is one of the main reasons that jewellers and consumer brands are using their marketing gimmicks to attract potential customers on this auspicious day.
Most jewellery shops in the city have come up with catchy advertisements and tempting offers to meet the rising demands of their customers. Top jewellers are offering the advance gold booking scheme which is an added attraction. “The mad rush for gold shopping on Akshaya Tritiya will continue this year too. With the wedding season on and fall in gold price, we have been doing good business lately”, says a hopeful jeweller.
“We are expecting an increase in gold business on the auspicious day of Akshaya Tritiya. People have availed of our advance gold booking scheme a month in advance”, says Arunachalam, a salesman at VKM Jewellery. But a few jewellers are apprehensive and does think of a rise in business. Says Shaji Paul of Sangeetha Jewellery, “It does stimulate business but the luck and charm attached to it, is only a faint belief. Most people buy gold on this day because everybody does it.”
People believe in beginning every new venture at the ‘right time’ as it is believed to bring in prosperity and success. Akshaya Tritiya is considered to be the most auspicious time to begin a new business. Binu J, MD, KVJ Builders, plans to start his next construction project on this auspicious day. “All my earlier projects which began on Akshaya Tritiya, have been completed on time with no major hassles. Many are anxious about Akshaya Tritiya falling on 13th this year (13 May 13), but I am not worried”, says a confident Binu.
Similarly, many Hindu marriages are also expected to take place on this day as it is believed to bring good luck to the couple and their family. “My parents are very traditional and conservative and wanted a propitious date for my wedding”, confided Sunitha, an architect from Kochi. “I am blessed to have got a wedding muhurat for 13th May, on Akshaya Tritiya, which I believe, will usher prosperity and success in my life”, says the soon-to-be bride.
Akshaya Tritiya or Akha Teej is an auspicious day of the birthday of Lord Parasurama who is the sixth incarnation of Lord Vishnu. On this day Veda Vyas and Lord Ganesha began to write Mahabharata. The meaning of the word Akshaya is infinite that which never recede.
- sherene joseph
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