Of late, Akshaya Tritiya has acquired a renewed significance, thanks to the marketing strategies employed by jewellers across the country! One thing is certain - Akshaya Tritiya certainly spells prosperity for jewellers…. This year it falls on April 24, 2012.
Significance & Legends
Akshaya Tritiya holds great significance amongst Hindus and is an important date in the Vedic calendar. It marks the birthday of Lord Parashuram and it is widely believed that it was on this auspicious day that Ganesha and Ved Vyas commenced writing the great epic, Mahabharata.
The river Ganga is also known to have descended on earth on this auspicious day. Legend has it that on this day, Krishna presented the exiled Pandavas with a bowl (Akshaya patra) which would always remain full.
The day has been celebrated with pomp and ceremony since time immemorial, while the Hindus celebrate it as Akshaya Tritiya, the Jains accord the day importance as Akha Teej. It is on this day that farmers in Orissa and Punjab start ploughing the fields.
While the Puri temple begins construction of the chariot for the Rath Yatra, the Oriya and Bengalis start new audit books on this day (hal khata). Even Lord Kubera (treasurer of the Gods) is known to have prayed to goddess Lakshmi on this day.
Lure of Gold
The day is considered extremely auspicious for it is synonymous with prosperity, growth and good luck. ‘Akshaya’ means imperishable, eternal and the never diminishing. It is widely believed that ventures started or valuables bought on this day will bring abundance, good fortune, success and prosperity. Jewellers come up with innovative offers for the day, and end up selling at least 40-45 tonnes of gold during Akshaya Tritiya every year.
The lure of gold draws people into jewellery stores, to shop for gold on Akshaya Tritiya, with an infinite faith in the fact that it will augur prosperity all year long….Jewellery makers and gold traders are expecting good business this Akshaya Tritiya compared to last year as sales have picked up before the auspicious day despite high gold prices.