World gold panel is celebrating too

<div class="section0"><div class="Normal"><span style="" font-size:="">HYDERABAD/NEW DELHI: Even though most jewellers are clueless about Akshaya Tritiya''s significance, they are not complaining. Many are in fact busy branding it as the most auspicious day in the year to purchase gold. </span><br /><br /><span style="" font-size:="">In Chennai, according to industry estimates, about 2,000 kg of gold was sold per day last year on the occasion of Akshaya Tritiya.In addition, the World Gold Council has taken a keen interest in promoting sales this year.</span><br /><br /><span style="" font-size:="">Andhra Pradesh recorded a 40% surge in gold sales. "On Akshaya Tritiya, we expect to sell about 300-350 kg. The trend is likely to continue for another month as prices are generally low and Akshaya Tritiya has come in handy in bringing home that fact to customers," AP Bullion Traders Association president B Mahabaleshwar Rao said. </span><br /><br /><span style="" font-size:="">Other cities have also been witness to the zeal for purchasing gold. "Now, Akshaya Tritiya has become a big hit in Vizag, Bangalore and Mumbai. The celebration was unknown to even Chennaites five years ago. We have received orders from more than 1,000 customers for delivery on the auspicious day," said a Hyderabad-based jewellery shop owner, Kishore Jain.</span><br /><br /><span style="" font-size:="">The marriage season starting from May 13 is another key driver of gold sales in the city.</span><br /><br /><span style="" font-size:="">The capital has celebrated too, the idea given a leg up by aggressive promotion by the World Gold Council. "In south India, people wait in queues to purchase gold. So we thought of promoting it here also. We have got good response," says Keyur Shah, manager, World Gold Council. Jewellers have capitalised on the hype. "We are giving gifts for those who purchase gold or silver on this day. On Monday, nearly 20 people called up to enquire about this and many have ordered for gold ornaments for Wednesday," said Manoj Soni, a jeweller in Karol Bagh.</span><br /><br /><span style="" font-size:="">"I didn''t know anything about this before. I went to a showroom on Sunday. They told me that if I buy gold on Wednesday, it is auspicious. I have ordered for a necklace and will get it on Wednesday," said Shashi Bhushan, a businessman. "I saw the advertisement on television and didn''t want miss the chance. I have ordered for a gold chain," said Ashok, another buyer.</span><br /><br /><span style="" font-size:="">Akshaya Tritiya (from the Calendar of the Madhwa Vaishnavas), the third day in the bright fortnight of Vaishaakha, is believed to be the day of incarnation of Lord Vishnu as Parashurama. It is the holy day when many perform rites and rituals to start a business. It also represents the golden period of vedic culture. </span></div> </div>