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Sunday, May 13, 2012

In Kerala, Gold is God

Gold prices are sky high but if you step into any of the gold jewelry shops, you will find them as crammed as a vegetable market, if not more. People from all walks of life flock to gold jewelry shops to buy whatever little/more gold they can. The system in Kerala is such that for every occasion, gold matters. Irrespective of financial stability, social standing, religious or caste denomination or even political affiliation, Gold is a uniting factor among Keralites. It's like God.


Gold Ads will chase you
In fact, gold ads compete for your attention to such a point that it leaves you confused where to buy from. Some gold jewelry shops offer you cars, high technology accessories and so on if you buy X amount of gold. In other places, you are given the welcome that one accords to a King but by the time you've made your purchase, you are left a pauper. 


Buy Gold Smartly, Do Cross Checking Locally
Be careful to check the quality of gold that you purchase. Several highly reputed jewelry shops in Kochi are rumored to be selling gold that is not 'pure.' Therefore, don't go by the glossy ads or by the fact that a film star you admire is the brand ambassador of the jewelry brand. Do your homework locally. Ask people who invest in gold coins or jewelry who their favorite jeweler is. Don't stop there. Ask questions like what differentiates one gold provider from the other in terms of rates, designs and so on.


Moral of the story: Gold frenzy leaves people with less money and more worry. But it's real and it's here to stay. No social reform in Kerala will reduce or change it. Meanwhile, businesses will continue to flourish as they cash in on people's hard earned savings and their dreams of stepping higher and higher on the social ladder.

3 comments:

Mom with a Dot said...

You know, I've been thinking about why we need Gold at all. I have all my stuff stacked up in a locker in India because we once had a house burglary. Have now gotten used to imitation stuff and find it fits the purpose adequately. Having settled in the US, I don't see it necessary to really pass on ornaments to my DIL, 20 yrs from now or so. I keep wondering, Do I really need the Gold ?

Swapna Raghu Sanand said...

@Mom with a dot: True...it's more of a society's compulsion more than anythingelse, isn't it?

Karan Fagne said...

Too gud information, I had come to know about your website from

my friend vishwas. This is just the kind of information i want, i'm

already your rss reader now and i would regularly looks for the new

posts,Thanx a lot once again, Regards, Kerala live gold rate

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