Diwali is here and Dhanteras has marked the beginning of the five-day long festivities. This year this auspicious day is falling on 17th October 2017. People in Hindu religion believe that on the day of Dhanteras goddess Lakshmi came out along with Lord Kuber (God of wealth) during the churning of the milky ocean. It falls on the thirteenth lunar day of Karthik Krishna Paksha in the Hindu month of Karthik. The festival is also called Dhanatrayodashi or Dhanvantari Trayodashi, is celebrated by purchasing new things like Gold, Silver jewelry, household products, etc. People consider it to be lucky, auspicious to purchase new items on Dhanteras and inaugurate the use of these products during Lakshmi Puja which is performed on Diwali. As customers purchase gold during auspicious occasions, the company is expecting 5X growth in gold sale during the upcoming Dhanteras and Diwali. Devotees also observe fast on dhanteras and do a puja in the evening while offering seven grains to goddess Lakshmi and seek her blessings. However, there are many Dhanteras Puja Muhurat timings that one should be aware of to have a successful Dhateras in 2017. Lakshmi pujan should be done during pradosh Kaal which starts after sunset. "Buying gold brings with it several security concerns and customers often pay high locker fees to store their gold".
With the city witnessing big brands such as Lalitha Jewellery and Kalasha opening this year, the love for the yellow metal seems to have gone up.