Cashing in on Culture

The financial impact of traditional celebrations.

- S. Radha Prathi

If buying a minuscule amount of the yellow metal can usher in prosperity, what is wrong with ploughing in the requisite effort, is the mindset of most people, never mind their economic status. Considering the hoary tradition and culture of our country running into thousands of years, one can vouch for the fact that this 'buying gold' business on Akshaya Tritiya is relatively new.

Similarly, southern states of the subcontinent are using the not-soauspicious month of Aashaada/Aadi to pump in cash flow by egging the populace on with their fancy, almost unbelievable discounts.

It has gained high publicity and hence visibility in the last two decades. The last couple of years have seen advertisers urging consumers to buy silver, platinum, gemstones, land, homes, stocks and shares, electronic goods, home appliances, vehicles, new clothes, and even insurance policies, among other things.