New Delhi, May 2 IBNS | 8 months ago

Hindus and Jains across India on Friday are celebrating the occasion of 'Akshaya Tritiya' , which is not only considered auspicious to start a new venture but also to purchase gold jewellery.

However, investment experts have advised not to indulge too much into buying gold items this year.

"Since Akshaya Tritiya is an auspicious occasion, people can consider making some gold purchases. (But) I won't recommend investing in gold at the moment," Priti Gupta, executive director, commodities and currencies, Anand Rathi Financial Services told Economic Times.

'Akshaya Tritiya' falls on the third Tithi (Lunar day) of Bright Half (Shukla Paksha) of the pan-Indian month of Vaishakh.

The word "Akshaya" means the never diminishing in Sanskrit and the day is believed to bring good luck and success.

As per Hindus, this day is ruled by god Vishnu, the preserver-god in the Hindu Trinity. It is also traditionally celebrated as the birthday of the Hindu sage Parashurama, the sixth Avatar (incarnation) of Lord Vishnu.

According to Hindu mythology, on this day the Treta Yuga began and the river Ganges, the most sacred river of India, descended to the earth from the heaven.

It is believed that if one does charity on this day he will be blessed.

The day is considered auspicious for starting new ventures. The legend is that any venture initiated on the auspicious day of 'Akshaya Tritiya' continues to grow and bring prosperity.

'Akshaya Tritiya' is considered to be an auspicious time to buy jewellery and keeping this in mind, various companies introduces special packages on different items for the buyers.

Several jewellers offer discounts in making charges of gold ornaments on this day not leaving behind in launching new collections.

Diamond brand from De Beers group of companies, Forevermark, recently launched a new range of Cornerstones collection to celebrate the auspicious occasion of Akshaya Tritiya.

The new Cornerstones collection includes pendants, rings, earrings and bracelets, all set in white gold.

Jewellery brand Senco Gold Jewellers recently launched the platinum jewellery range to mark the occasion of Akshaya Tritiya.

The platinum jewellery range for this festive season includes elegantly crafted chain and pendants and earrings and a charismatic range of bracelets and chains for men.

Jewellery brand Tanishq has announced exciting offers on the auspicious occasion of Akshaya Tritiya.

Rejoicing the spirit of gold, Tanishq is offering a free gold coin on every purchase of minimum 10 gms of gold jewellery.

Moreover, customers can avail upto 20 percent off on purchase of single diamond jewellery like diamond bangles, matching diamond neckwear and earring sets worth Rs 2 lacs and above too.

(Posted on 02-05-2014)

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