Mark 27th April on your calendar! Yes it’s Akshaya Tritiya and Chennai is going ga-ga over gold!

Come Akshaya Tritiya and all of Chennai goes ga-ga over gold! Who would
believe the world is in recession? Is there really a global meltdown?

TraditionallyAkshaya Tritiya falls on the third lunar day after Amavasya in the month of Vaishakha. On this day, the sun and the moon are at theirbrightest and in an exalted position. Hence it is observed as a sacred and auspicious day. It is also celebrated as the birthday of sage Parasurama. Akshaya means indestructible, and the day symbolizes good
fortune, wealth and abundance. It is considered to be an auspicious day to bring home Lakshmi, the goddess of wealth. Since Lakshmi is associated with gold, it has become customary to shop for gold on this day, to ensure a year of prosperity!

There is no dearth of novelideas! Prince Jewellery has a host of offers and many would-be brides are booking their wedding jewellery on this day! Kerala jewelers have some interesting exchange offers to commemorate the date! Exchange your 20 carat piece of gold jewellery for a 22 carat piece. Almost all jewelers are offering “pre-booking” facility. You can select and reserve the piece of jewellery earlier, and collect it on Akshaya Tritiya! Others are waiving making charges or offering a discount on select jewellery.

Mind you, its not only the jewellery stores that are cashing in on Akshaya Tritiya! Maruti Suzuki dealers have a “golden” offer lined up. They are offering Rs. 20000 worth of gold if
you buy a Wagon R. If you buy an Alto, get set for Rs. 10000 worth of gold, and if you go in for an Estilo you can get Rs 25000 worth of gold! So their ads say…Some Mobile dealers are offering a gold coin with every mobile phone you buy from them. They believe this offer
can drive their sales graph up by almost 40%. Not a bad idea considering the world is reeling under recession! If you are buying a refrigerator, washing machine or a TV from Vasanth & Co get set to receive a free gold coin on this day! Others are offering silver lamps as free gifts if you buy rice cookers or wet grinders!

What’s more! A gated community in Sriperumbudur is offering a 4gm gold coin for the first few apartments booked on Akshaya Tritiya! Banks are touting their 24 carat 999.9 pure gold bars / coins.

Ahead of Akshaya Tritiya, Chennai traffic police has announced restrictions on autorickshaws plying in the gold district of T. Nagar! Anticipating the midsummer madness, the traffic police has created over 13 new parking lots and diverted traffic to ease movement.

In short, everyone has jumped onto the bandwagon! What it has to do with the religious significance, is beyond me! Got any comments on that? Can’t wait to hear…