Hop shop for gold

Onam is also a time to shop for gold and despite the high gold prices, the yellow metal continues to be a favourite this festive season

Onam is undoubtedly, one of the biggest shopping festivals in God’s own country.  Chingam, the beginning of the Malayalam New Year is considered the most auspicious time to make purchases, especially for high value purchases like gold, durables and vehicles.  It is no wonder that all the major brands in the country bombard the Kerala market with attractive offers and innovative schemes to cash in on this hot shopping season. 

Despite the high gold prices, Onam is also a time when consumers shop for gold for many reasons. The harvest festival also marks the beginning of the Malayali New Year, and buying gold is believed to bring in wealth and prosperity for the whole year. One can be sure that whatever be the gold prices, women in Kerala will still shop for gold. The simple reason being the beautiful yellow metal enhances the traditional Onam attire of the cream saree with the golden kasavu border.

Besides, the month of Chingam, is also the peak wedding season in Kerala and jewellers across the state are expecting good sales. During Onam, people also buy gold to be given away as gifts.

“For Onam, antique and diamond jewellery are more popular, though there is a huge demand for traditional jewellery as well,” confides the store manager of a popular jewellery brand in the city. According to Ramesh S Pai, partner, A. Geeripai Jewellery, MG road, jhumkas are a rage during the festive season and people usually buy traditional ornaments to match the traditional Kerala kasavu sari. “Gold jewellery with a glossy finish such as kashi mala, kasavu mala, poothali and palakka mala are fast moving during the Onam season,” says Pai.

When it comes to India, we have a strong tradition of jewellery and it is a symbol of status for women and families. Experts expect strong sales this festive season simply because jewellery is an integral element for many people during strong cultural and religious occasions. Get ready to usher in the festive mood in a glittering manner.