India’s eternal love affair with gold

Much has been said about India and it’s obsession with gold. “Gold is religion.” “No gold, no wedding.” “Gold to us Indians is that ultimate love object…”

These are just small manifestations of how gold is essential to India and its very rich heritage.

Gold is Sacred
In Hindu, Brahma The Creator, was said to be born from a cosmic egg of gold. Goddesses are described to be golden-hued.The reason behind this notion is that gold is pure for having passed through fire in its process of evolution. Hence, Indians see gold as a symbol of purity, prosperity and good fortune.

Gold as a symbol of security and protection
Countless wars have been fought for the search of gold. Different rulers have dominated India, yet one currency, gold, has remained a common denominator. Hence, wealth is still preserved in times of war, calamities and even natural disasters.

Gold transcends all social strata
India, a vast country with diverse classes, divided by castes, geography, language and what not, enjoys its so-called “unity in diversity.” Despite the differences, everyone shares a common love, gold. In India, no one is poor enough to own gold. Gold, is what the poor and the rich equally aspire for.



Indian Wedding Traditions and Rituals


There is definitely nothing like the “big, fat, Indian wedding.”

In India, marriage symbolizes a union of not just two individuals, but also two families and extended familes. Though arranged marriage is still the norm, cosmopolitan Indians have become more open-minded to love marriages. Regardless, the traditions of Hindu weddings are still more intact despite the changing times.

Months before the wedding, is the engagement ceremony. Elders of both families give the couple gifts of jewelry and clothing. Sometimes, rings are exchanged between bride and groom.

Pre-wedding ceremonies include turmeric-oil-water bath for the bride and groom. Next is the bride’s mehendi ceremony, wherein her hands and feet are decorated using Henna. It is believed that the darker and deeper the color produced, the more loved the bride will be by her husband and mother in-law.

The Bride’s wedding attire is always an elaborately designed sari or lehenga, which is adorned by silver and gold. A red attire is auspicious and is a sign of prosperity, fertility and marital bliss.

The Groom wear a dhoti, which is just as grand and finely embroidered outfit.

The guests also wear grand clothes, making the entire affair very colorful.

The Bride’s Jewelry

The bride is adorned by traditional fine jewelry treasures. Aside from accentuating the feminine beauty, jewelry has always been linked to wealth, power and status. Hence, gifting the couple jewelry symbolizes best wishes to the newly-weds. Certain ornaments, such as mangalsutra, nath (nose ring) and toe rings, quintessential for married Indian women. From the practice of generations, these gifts are still continuing without any abruption. Jewelry gifted to women at the time of her marriage is called ‘stridhan’ i.e. wealth of women, which in short is symbol of wealth, power and femininity.

The wedding ceremony itself lasts for 3 hours. The rituals vary in every region. Though, a remarkable tradition is the Sapthapadi which means taking seven steps together. It is believed that if one follows the seven steps with another person, it is considered as a confirmation of their eternal friendship. Thus in a wedding this symbolizes that the bride and the groom will keep up their friendship for life and also partake equally in both good and bad times.

The wedding culminates with the groom applying vermillion or kumkum to the bride’s forehead, welcoming her as his partner for life. This is the first time that kumkum is applied to the forehead of woman, when the bridegroom himself adorns her with it.

Reasons why Gold is a Good Investment


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Gold, throughout the history of mankind, is known for its value. In history it is closely interwoven into cultures for thousands of years. Throughout the centuries, people have continued to hold gold for various reasons. These are the reasons why you must own it today.

  • Increasing Value – Unlike paper money, coins or other assets, gold has maintained its value and is proven to increasing over time. Especially in India, people see gold as a way to pass on and preserve their wealth from one generation to the next.
  • Protection against fluctuations of US Dollar – When the value of dollar falls versus other currencies, people turn to the security of gold. As an effect, gold prices increases.
  • Hedge against Inflation – This is historically proven. Gold’s price tends to rise when the cost of living increases.
  • Unaffected by Deflation – During this period on which prices decrease, business activity slows down and the economies are burdened by debt, as seen during 1930’s Great Depression, the purchasing power of gold increase while other prices dropped.
  • Retains value even in Geopolitical Uncertainties – Gold is called the crisis commodity  because people clamor for its relative safety when world tensions rise. During crisis, gold often outperforms other investments.
  • Supply Constraints – Gold is a non-renewable resource. It is bound to be depleted considering the increasing demand for it. Production of gold mines is also constantly dropping. Hence, the rise in gold prices.
  • Increasing Demand – India is one of the largest gold-consuming nations in the world; it has many uses there, including jewelry. As such, the Indian wedding season in October is traditionally the time of the year that sees the highest global demand for gold (though it has taken a tumble in 2012.) In China, where gold bars are a traditional form of saving, the demand for gold has been steadfast.

Tips on buying gold this Dhanteras

As people celebrate Dhanteras today, the auspicious day of buying jewellery and gold, we aid you with these simple tips to consider before making that important purchase:

  • Check the hallmark by the Bureau of Indian Standards (BIS)The hallmark is a guarantee that you are getting your money’s worth. This certifies the purity of the gold jewellery you are buying. The stamp of BIS means that the jewellery has been assessed and hence you can be sure of the purity. BIS also stamps the year of hallmarking the jewellery. Jewellers also carry their personal hallmark which includes year of make and purity of the metal. Treasure, the Jewellery Lounge, offers only hallmarked products with authenticity certificate.
  • Find out how much are the making charges. Making charges usually range from 6% to 25% of the cost of gold. The more intricate the design the higher the making charges shall apply. This means that a jewellery studded with precious or semi-precious stones, though, prettier than one with just gold will definitely be more expensive. But do not fret ladies, because Treasure, the Jewellery Lounge, is running a special offer until 10th of November which is 35% to 55% off on studded diamond jewellery.
  • Calculate gold pricing – Gold prices change everyday depending on the market rate. Before visiting the shop it would be good if you do a quick check on the day’s rate to avoid any kind of fraud.
  • Ask about your jeweller’s buy-back offers – Branded shops as well as local stores have buy-back offers for jewellery. However, for every jeweller it is different. Some give entire amount for the weight mentioned while some give only 90% of the value.


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Diwali, Indian Festival of Lights


Now that Diwali is just around the corner, every Indian family is busy preparing for the 5-day festival of lights. Diwali is one of the most important festivals of the year and is celebrated with families performing traditional activities together in their homes. This is also the time of gift-giving amongst families and loved ones.

On Diwali, houses and business are renovated, cleaned or decorated. This is done to welcome Lakshmi, the Hindu Goddess of wealth and prosperity. Small footprints are drawn with rice flour and vermilion powder all over the houses to symbolize her arrival. This day is also believed to be auspicious, so women purchase gold or silver or at least new utensils. Lakshmi Puja is performed in the evening when small diyas or oil clay lamps are lighted to drive away evil spirits. Devotional songs and sweets are also offered to Goddess Lakshmi.

As this celebration is heavily dedicated to Lakshmi, goddess of wealth, people see this as a good and auspicious time to buy gold. Gold in Indian tradition is sacred and symbolizes wealth and fortune. According to tradition women must buy gold jewellery so that their homes will attract more wealth and fortune. It is also a practice to give jewellery as gifts during this season.

Overall, the essence of Diwali celebration is the people’s hopefulness and wishes for a better, more prosperous future.  This value and belief is deep rooted in the Indian tradition and culture, regardless of caste or social status.

Treasure, the Jewellery Lounge, shares this belief. We are one with all Indian families in welcoming Goddess Lakshmi and wishing for a better fortune in times to come.

Visit our showroom at B/ 101 – 103, Kotia Nirman, New Link Road, Andheri (W). We are opposite Laxmi Industries and above Mercedes Benz Showroom. Our phone number is 022-40687444