Dhante-rush: Guwahatians throng jewellery stores, beat inflation

GUWAHATI: Beating inflation, people of Guwahati thronged jewellery stores and shops to purchase gold and silver on the occasion of Dhanteras, also known as Dhanatrayodashi, on Saturday.
A culture considered to be a tradition in north India, the practice is slowly taking roots in the state, including other parts of the northeast. Dhanteras Puja is celebrated at the beginning of Diwali and signifies prosperity and success in a devotee’s home. Goddess Lakshmi and Lord Ganesha are worshiped along with Lord Kubera.
P Sagar Sinha, the manager of a leading jeweller store here, said, “There has been a huge change in the market since 2007. Today, we have a mixed culture society in Assam. People from every community, apart from Hindi-speaking people, buy gold, silver or diamonds on the occasion of Dhanteras. After Covid-19, there has been a normalcy in the market and despite a hike in gold prices, there is a huge rush in our store.”
He added that they are expecting more customers after the beginning of the ‘muhurat.’
This year, Dhanteras Puja was observed on Saturday. The muhurat will begin from 6:02 pm on October 22 and will end at 6:03 pm on October 23.
An employee of another jewellery store said after Covid-19, the sale of gold has almost doubled this year during Dhanteras. “People from all communities, including Assamese-speaking people, are purchasing gold, silver and diamonds. There was hardly any impact on business during the Dhanteras amid the outbreak of COVID-19 in the city last year. Though the rush of customers was less, it was more or less fine,” he said.
Employees of another jewellery store have a similar story to share. “Previously gold was purchased only by a few communities on the occasion of Dhanteras. But nowadays, due to the growth of mixed culture in Assam, people of this part of the state have also accepted the festival as their own,” said an employee of another leading jewellery store.
Another leading jewellery outlet expressed hope to retain its market share by almost 20% on the occasion of Dhanteras.