Marriages in India require a lot of gold ornaments
and whenever there is a marriage arranged parents start shuttling between
jewellery stores to buy jewellery. This has been a tradition in India for as
long as history can provide data for. This is a part of ‘stridhan’ which is
woman’s wealth and provides security to the women in case of untoward
situations of divorce or death. This tradition is significant in some places wherein
people weigh their daughter and match the gold amount as per her weight. In
today’s world women are working and have financial security, so this custom is
not necessary anymore but it is still ongoing because Indians love gold. Indians
even buy jewellery years ahead of a marriage just because the price of gold has
fallen or is predicted to rise sharply. The situation is same in every part of
India and this behavior is easily seen just before festive and wedding
seasons.
The festive months for Hindus run from October to
December and weddings season also falls around this time which produces a
phenomenal amount of gold sales. In India gold ornaments are even gifted to
near and dear ones during festivals and weddings irrespective of the religion.
The World Gold Council reports that urban Indians
are looking for contemporary designs for daily use. Affluent youth are seeking
modern yet heritage and culture reflecting designs which represent the wearer. This
shows that the love of gold has not died down in the youth and the trend will
continue with the new generation. Still today newlyweds are given so much gold
that is difficult for them to wear comfortably. Peasants still store their
savings in jewellery or other trinkets. Tycoons seek redemption at temples by
offering gold to god. The rich still wear gold chains and rings to show his
affluence. This love for gold in India does not seem any way lesser than
decades earlier and we believe it will continue to grow in the near future.
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